---
title: Occasion Date
description: A flexible way to segment profiles based on recurring or one‑time meaningful dates
---
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# Occasion Date
### **Overview**
Occasion Date enables you to activate on dates associated with a profile—such as birthdays, anniversaries, renewals, or other milestones—by treating these values as **recurring annual events**.
Whether an event repeats every year (e.g., a birthday) or marks a memorable moment (e.g., a subscription anniversary), Occasion Date provides an easy way to build audiences based on month/day logic rather than full calendar dates.
### **Value Created**
Occasion Date simplifies audience building for time‑based campaigns by applying recurring logic automatically. With this feature, you can:
- Target profiles based on recurring dates.
- Create audiences for upcoming or recent occasions (e.g., “in 7 days”).
- Exclude profiles with an upcoming occasion.
- Compare occasion dates to fixed or relative dates (e.g., “before/after \[selected date\]”).
- Build predictable, precise segments for birthdays, renewals, milestones, and seasonal campaigns.
This gives marketers precise control for birthday, renewal, seasonal, and milestone‑based campaigns.
### **Where Occasion Date Applies**
Occasion Date can be applied to **any DateTime field** in the Person Data schema.
The feature simply changes *how the date is evaluated* — treating the value as a recurring annual event (day + month) instead of a full calendar date (day + month + year).
Common examples include:
- `birthday`
- `anniversary`
- `contractStartDate`
- `membershipStartDate`
- `membershipExpiryDate` (e.g., an annual pass nearing renewal)
- `renewalDate`
- Any custom DateTime field where recurring evaluation is useful
**🔍 Note:** Any DateTime value is supported — Occasion Date only affects the comparison logic.
**How Recurring Logic Works**
Occasion Date compares **day + month**, not the year. This means:
- “Birthday today” matches profiles whose date equals today’s day/month.
- “Birthday in 7 days” finds the next occurrence, even across year boundaries.
- Leap day (February 29) is handled safely for non‑leap years.
**Filtering Options**
Occasion Date is available under the **Have** condition in Audience Builder.
You can build audiences that:
- Have an occasion date in X days
- Have an occasion date before the selected date
- Have an occasion date after the selected date
- Have an occasion date equal to today + X days
All comparisons treat the date as a recurring event.
### **Use Cases**
Occasion Date is useful when a date should be treated as a recurring annual event rather than a one‑time timestamp. Typical scenarios include:
#### **Birthday Campaigns**
- birthday today
- birthday in X days
- birthday outside a period (for exclusions)
#### **Anniversaries & Milestones**
- membership anniversary approaching
- subscription/contract milestone in the next week
#### **Renewals**
- membership or pass expiring soon
- renewal date recently passed (win‑back / follow‑up)
#### **Seasonal / Avoidance Logic**
- birthdays in a specific month
- exclude birthdays during a peak campaign period
#### **Engagement / Retention**
- Birthday or milestone occurred recently
- Anniversary just passed
### Working With Future Events (Non‑Recurring Dates)
Occasion Date applies only to recurring or milestone‑based logic.
If you need to work with **actual future timestamps that include the year** — such as:
- deliveries
- appointments
- contract end dates
- scheduled events
- upcoming expiration dates
— use the standard **DateTime filters** under **Have**, such as:
- occurs in the next X days
- occurs later today (Today from now)
- falls within the remainder of the year (Current year from now)
- occurs between two dates
These comparisons use the **full date**, including the year, and are ideal for one‑time events, expirations, and scheduled actions.
👀 **Use case: DateTime Formatting**
If you need a detailed overview of supported date and date‑time formats, including examples, custom format patterns, and 12‑hour/24‑hour guidelines, see the [DateTime conversion article](https://content.raptorservices.com/help-center/tools/datamanager/convert-transform?hsLang=en) in **Data Management.**
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