Data Export Glossary

Introduction

With MoEngage Event Exports, you can forward events to various third-party tools. We offer the following capabilities:

  1. MoEngage Streams - Streams allow you to forward events like user actions, campaign interaction events, and so on available in MoEngage to a pre-defined API endpoint in near real-time.
  2. Data Warehouses - MoEngage supports multiple data warehouses as destinations to forward events directly to your tables. We support:
    1. Amazon Redshift
    2. Google BigQuery (via GCS)
  3. Cloud Storages - MoEngage also supports multiple cloud storages as destinations to forward events as JSON files in your buckets.
    1. Amazon S3
    2. Google Cloud Storages

Export Schema

The export schema depends on the type of destination. Each category (Data Warehouse, Cloud Storages, APIs) has a consistent schema to account for various MoEngage Events and User-Defined Events.

Streams (API)

MoEngage will make a Bulk API call to your provided API Endpoint. Here is the generic structure:

JSON
{
  "app_name": "The name of your app.",
  "source": "MOENGAGE",
  "moe_request_id": "MoEngage unique request id for each request.",
  "events": [
    {
      "event_name": "Name of your event",
      "event_code": "Event code",
      "event_uuid": "Unique code of this event. This helps in determining each unique event being captured by MoEngage.",
      "event_time": "EPOCH_TIMESTAMP_OF_EVENT_TRIGGERED_TIME_IN_UTC",
      "event_type": "CAMPAIGN_EVENT",
      "event_source": "MOENGAGE",
      "push_id": "Recipient device’s push token",
      "email_id": "Recipient's email ID",
      "mobile_number": "Recipient's mobile number",
      "uid": "MoEngage User ID",
      "event_attributes": {
        "campaign_id": "ID of the campaign",
        "campaign_name": "Name of the campaign",
        "campaign_type": "Type of the campaign",
        "campaign_channel": "Channel of the campaign"
      },
      "user_attributes": {
        "moengage_user_id": "MoEngage Internal User ID"
      },
      "device_attributes": {
        "moengage_device_id": "MoEngage Device ID"
      }
    }
  ]
}

Schema

Key Name Description 
app_name

The name of your app on MoEngage.

source

The source from which this event was captured.

moe_request_id

Unique MoEngage API Request ID.

events

Events object array.

Event Object Schema

Key Name Description 
event_name

The display name of the event.

event_code

The event code or the internal name of the event.

event_uuid

Unique code of the event that was captured.

event_time

The epoch timestamp when the event was captured.

event_type

The type of event:

  • ACQUISITION
  • CAMPAIGN_ACTIVITY
  • LIFECYCLE
  • REACHABILITY
  • UNINSTALL
  • USER_ACTION_EVENT
 

The source from which this event was captured.

push_id

The recipient’s device push token. This attribute will only be sent for PUSH-related Campaign Events.

email_id

The recipient's email ID. This attribute will only be sent for EMAIL-related Campaign Events.

mobile_number

The recipient's mobile number. This attribute will only be sent for SMS-related Campaign Events.

uid

The unique internal MoEngage ID of your user.

event_attributes

Event attributes object in this format:

attribute_name: value

user_attributes

User attributes object in this format:

attribute_name: value

device_attributes

Device attributes object in this format:

attribute_name: value

Event Attributes Object

The event attributes might vary according to the event being exported. Refer to the event definitions below to see which attributes are exported.

User Attributes Object

The user attributes might vary according to your configuration. Refer to the user properties definitions below to see which attributes are exported.

  • moengage_user_id - This attribute is always exported. This is the internal MoEngage ID of your user.

Device Attributes Object

The device attributes might vary according to your configuration. Refer to the device properties definitions below to see which attributes are exported.

  • moengage_device_id - This attribute is always exported. This is the internal Device ID of your user.

Data Warehouses Destinations

MoEngage will create a single table in your Data warehouse and export all your selected events to that table.

Amazon Redshift

We follow the below generic schema:

  • Any column beginning with event_attributes_ contains an event attribute. This will be followed by the event attribute name like event_attributes_campaign_name.
  • Any column beginning with user_attributes_ contains a user attribute. This will be followed by the user attribute name like user_attributes_moengage_user_id.
  • Any column beginning with device_attributes contains a device attribute. This will be followed by the device attribute name like device_attributes_moengage_device_id.
  • We also have three JSON fields called event_attributes, user_attributes, and device_attributes. Each of these fields contains raw JSON fields in the form of a dictionary.
Key Name Type Description  NULL

app_name

character varying(256)

The name of your app on MoEngage.

NOT NULL

device_attributes

super

Device attributes dictionary in JSON object format:

JSON
{
  "attribute": "value",
  "attribute": "value"
}

NULL

device_attributes_

moengage_device_id

character varying(256)

This is the internal Device ID of your user.

NULL

email_address

character varying(256)

The recipient's email ID. This attribute will only be sent for EMAIL-related Campaign Events.

NULL

event_attributes

super

Event attributes dictionary in JSON object format:

JSON
{
  "attribute": "value",
  "attribute": "value"
}

NULL

event_attributes_

app_version

character varying(256)

Refer to common event attributes.

NULL

event_attributes_

campaign_channel

character varying(256)

Refer to common event attributes of campaign-related events.

NULL

event_attributes_

campaign_id

character varying(256)

Refer to common event attributes of campaign-related events.

NULL

event_attributes_

campaign_name

character varying(256)

Refer to common event attributes of campaign-related events.

NULL

event_attributes_

campaign_type

character varying(256)

Refer to common event attributes of campaign-related events.

NULL

event_attributes_

first_session

boolean

Refer to common event attributes.

NULL

event_attributes_

locale_id

character varying(256)

Tracked when the campaign is sent using Localization. Represents the id of the message locale.

NULL

event_attributes_

locale_name

character varying(256)

Tracked when the campaign is sent using Localization. Represents the name of the message locale.

NULL

event_attributes_

logged_in_status

character varying(256)

Refer to common event attributes.

NULL

event_attributes_

parent_campaign_id

character varying(256)

Refer to common event attributes of campaign-related events.

NULL

event_attributes_

parent_flow_id

character varying(256)

The flow ID. Refer to common event attributes of campaign-related events.

NULL

event_attributes_

parent_flow_name

character varying(256)

The name of the flow. Refer to common event attributes of campaign-related events.

NULL

event_attributes_

platform

character varying(256)

Refer to common event attributes.

NULL

event_attributes_

readable_campaign_id

character varying(256)

Refer to common event attributes of campaign-related events.

NULL

event_attributes_

sdk_version

character varying(256)

Refer to common event attributes.

NULL

event_attributes_

timestamp

bigint

Refer to common event attributes.

NULL

event_attributes_

url

character varying(256)

Tracked when display filter is selected in the in-app campaign.

NULL

event_attributes_

variation_id

character varying(256)

Represents the id of message variation. Refer to common event attributes of campaign-related events.

NULL

event_code

character varying(256)

The event code or the internal name of the event.

NOT NULL

event_name

character varying(256)

The display name of the event.

NOT NULL

event_source

character varying(256)

The source from which this event was captured.

NOT NULL

event_time

bigint

The epoch timestamp when the event was captured.

NOT NULL

event_type

character varying(256)

The type of event:

  • ACQUISITION
  • CAMPAIGN_ACTIVITY
  • LIFECYCLE
  • REACHABILITY
  • UNINSTALL
  • USER_ACTION_EVENT

NOT NULL

event_uuid

character varying(256)

Unique code of the event that was captured.

NOT NULL

mobile_number

character varying(256)

The recipient's mobile number. This attribute will only be sent for SMS-related Campaign Events.

NULL

push_id

character varying(256)

The recipient’s device push token. This attribute will only be sent for push-related Campaign Events.

NULL

uid

character varying(256)

The internal MoEngage ID of your user.

NULL

user_attributes

super

User attributes dictionary in JSON object format:

JSON
{
  "attribute": "value",
  "attribute": "value"
}

NULL

user_attributes_

moengage_user_id

character varying(256)

This is the internal MoEngage ID of your user.

NULL

Google BigQuery (Generic)

MoEngage exports events to your BigQuery tables via GCS Buckets using the BigQuery Transfer File service. There are two ways you can create a table for your events in BigQuery:

  1. Create a table specific to your exported events by using the schema of your exported files.

  2. Create a table that has a generic schema.

If you want to create a generic schema and are unsure of your events, you can use this schema:

JSON
[
    {
        "mode": "NULLABLE",
        "name": "db_name",
        "type": "STRING"
    },
    {
        "mode": "NULLABLE",
        "name": "export_hour",
        "type": "INTEGER"
    },
    {
        "mode": "NULLABLE",
        "name": "export_day",
        "type": "DATE"
    },
    {
        "mode": "NULLABLE",
        "name": "event",
        "type": "JSON"
    },
    {
        "mode": "NULLABLE",
        "name": "app_name",
        "type": "STRING"
    },
    {
        "mode": "NULLABLE",
        "name": "export_doc_id",
        "type": "STRING"
    }
]

This filter option allows you to target the users based on user properties such as first seen, last seen, city, and so on. Select the User property tab and do the following:

Cloud Storages Destinations

MoEngage will export compressed files to your cloud storage.

Generic Export Schema

  • File format: .json.gz

  • Each uncompressed file will have newline-delimited events in JSON format (each line is a single event).

  • Each file can have multiple types of events in them. We don’t create a single file for each type of event.

  • The event JSON format is described below:

JSON
{
    "app_name": "export_sample_files",
    "export_hour": "13",
    "export_doc_id": "63a186ac116xxxxb254fbb23",
    "db_name": "export_sample_files",
    "event": {
        "email_id": "john.doe@example.com",
        "uid": "user1",
        "event_type": "CAMPAIGN_EVENT",
        "event_code": "MOE_EMAIL_SENT",
        "event_name": "Email Sent",
        "user_attributes": {
            "moengage_user_id": "6387301exxxxxx6c828aee2c"
        },
        "event_source": "MOENGAGE",
        "event_attributes": {
            "campaign_name": "Test email1",
            "campaign_type": "GENERAL",
            "moe_campaign_channel": "Email",
            "moe_delivery_type": "One Time",
            "campaign_id": "63918ad73bbxxxxxxb728ede",
            "campaign_channel": "EMAIL"
        },
        "event_uuid": "ffbxxedc-4eb8-xxxx-xxxx-a0c87eaxxxxx",
        "event_time": 1668600246,
        "device_attributes": {
            "moengage_device_id": "test_device_id"
        }
    },
    "export_day": "2022-12-21"
}

Schema

Key Name Description 

app_name

The name of your app on MoEngage.

export_hour

The hour at which the export was created.

export_doc_id

The document ID of the export.

db_name

The name of your app on MoEngage.

export_day

The day on which the export was created.

event

Event object.

Event Object Schema

Key Name Description 

event_name

The display name of the event.

event_code

The event code or the internal name of the event.

event_uuid

Unique code of the event that was captured.

event_time

The epoch timestamp when the event was captured.

event_type

The type of event:

  • ACQUISITION

  • CAMPAIGN_ACTIVITY

  • LIFECYCLE

  • REACHABILITY

  • UNINSTALL

  • USER_ACTION_EVENT

event_source

The source from which this event was captured.

push_id

The recipient’s device push token. This attribute will only be sent for PUSH-related Campaign Events.

email_id

The recipient's email ID. This attribute will only be sent for EMAIL-related Campaign Events.

mobile_number

The recipient's mobile number. This attribute will only be sent for SMS-related Campaign Events.

uid

The unique internal MoEngage ID of your user.

event_attributes

Event attributes dictionary in this format:

attribute_name: value

user_attributes

User attributes dictionary in this format:

attribute_name: value

device_attributes

Device attributes dictionary in this format:

attribute_name: value

Event Attributes Object

The event attributes might vary according to the event being exported. Refer to the event definitions below to see which attributes are exported.

User Attributes Object

The user attributes might vary according to your configuration. Refer to the user properties definitions below to see which attributes are exported.

  • moengage_user_id - This attribute is always exported. This is the internal MoEngage ID of your user.

Device Attributes Object

The device attributes might vary according to your configuration. Refer to the device properties definitions below to see which attributes are exported.

  • moengage_device_id - This attribute is always exported. This is the internal Device ID of your user.

Amazon S3

MoEngage will create a pre-defined file path inside the folder you specify while setting up the S3 Exports.

We will dump files in the following locations:

s3://<your-bucket-name>/[<folder_path>_]<connection_name>/export_day=<DD-MM-YYYY>/event_exports_<export_timestamp>.json.gz

Google Cloud Storage

MoEngage will create a pre-defined file path in your GCS Bucket. We will dump files in the following locations:

gs://<your-bucket-name>/event-exports/<your_app_name>/<connection_id>/export_day=YYYY-MM-DD/export_hour=HH/<file-name>.json.gz

Events Exported

All MoEngage-tracked attributes start with moe_.

User Attributes

Lifecycle Acquisition and Uninstall Reachability and Localization Device Data and Email Suppression Type Tracked Standard Attributes
Key Name Attribute Key Description 

First Seen

cr_tcr_t

First seen time of the user. The time when the user is created in MoEngage systems.

LTV

t_rev

Life Time Value of the user. This is the total sum of revenue attributes present in the App Conversion Goal event performed by a user. LTV is updated every time the app conversion goal event is executed by the user.

Last Seen

u_l_a

The time of the most recent App/Site Open event for the user.

No. of Conversions

t_trans

No. of conversion events done by the user, Conversion Goal can be modified on the settings page.

No. of Sessions

u_s_c

No.of sessions done by the user. This is the number of times a user has performed the App/Site Open event.

Device Attributes

These are properties derived from your users' device data. Note that these attributes will still be shown under user attributes in your exports.

iOS Android Web
Key Name Attribute Key Description  Optional

Advertising Identifier (iOS & Windows)

ADVERTISING_IDENTIFIER

An alphanumeric string unique to each device used only for serving advertisements) - IDFA
iOS version 14.5 and above Advertisement identifier will be tracked only if the developer asked permission for it. Below iOS 14.5 it is tracked automatically.

Yes

IDFV

device_IDFV

An alphanumeric string that uniquely identifies a device to the app’s vendor - IDFV (identifier for vendor)

Yes

OS Version

os_ver

Current iOS version of the device

No

Device Timezone

moe_dtzo

Device Timezone

No

model

MODEL

 

No

MoEngage (Standard) Events

MoEngage, by default, tracks a few standard events.

Common Event Attributes

These attributes are automatically tracked when MoEngage captures a standard event.

SDK Events Campaign Events
Key Name Attribute Key Description 

App Version

appVersion

App version on which this event was tracked.

SDK Version

sdkVersion

MoEngage SDK version on which this event was tracked.

Platform

os

OS on which this event was tracked.

utm_source

moe_source

Source of a campaign e.g. search engine, newsletter, MoEngage.

utm_medium

moe_source_medium

Medium of a campaign e.g. CPC, email, push.

utm_campaign

moe_source_campaign_name

UTM Campaign name e.g. Summer sale

utm_id

moe_source_campaign_id

UTM campaign ID e.g. 12DSW55

utm_content

moe_source_content

Content information of the campaign e.g. logoclick

utm_term

moe_source_term

Term used for paid search e.g. red+shirt

First Session

moe_first_visit

  • Generated for all the events tracked with MoEngage web SDK.

  • Value is True for the first session of the user only.

Logged In Status

moe_logged_in_status

  • Generated for all the events tracked with MoEngage web SDK.

  • Value is True if the user has logged in on the device.

Standard Events

These events are automatically tracked with MoEngage.

Lifecycle Events Acquisition and Uninstall Events Reachability Events Campaign Activity Events
Event Name Event Code Description  Platform

App/Site Opened

MOE_APP_OPENED

Tracked when a user session begins on the app or website. Also, this is tracked only if the time difference between the user's Last Active Time and App/Site Open Time is more than 30 min.

Android, iOS, Web

Viewed Web Page

MOE_PAGE_VIEWED

Tracked when a user visits a web page. Select page URL as an event attribute to find the number of users visiting a particular page or use it to set up a Drop-off capture" Event-Triggered Web Push.

Web

App Exit

MOE_APP_EXIT

Tracked whenever the App goes to background.

Android, iOS

User Logout

MOE_LOGOUT

Tracked when a user Logs out of the app/site or user reset.

Android, iOS, Web

Push ID Register Android

TOKEN_EVENT

Tracked when the MoEngage system registers the push ID for Android devices. Attribute registered_by has the status. 

Android

User Merged

MOE_USER_MERGED

Tracked for a known user whenever a MoEngage user object is merged with it. 

User Merging

App Update

UPDATE

Tracked when a user updates the App.

Android, iOS

User-Defined (Custom) Events

Common Event Attributes

These attributes are automatically tracked when you track a custom/user-defined event.

Key Name Attribute Key Description 

App Version

appVersion

App version on which this event was tracked.

SDK Version

sdkVersion

MoEngage SDK version on which this event was tracked.

Platform

os

OS on which this event was tracked.

MOE Event Category

moe_event_category

Represents the Event category

  • Example: Tracked User Events

MOE Event Source

moe_event_source

Represents the Event Source

  • Example: s2s, INTERNAL

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