MoEngage, by default, generates a few of the user attributes. These are called derived user attributes. These can be used in segmentation and analytics as filters to segment the users.
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Information If you have Portfolio enabled for your workspace, there are changes in the behaviour of Derived User Attributes. For more information, refer to Portfolio: Data Ingestion and Management. |
Know more about the list of derived events and event attributes here.
User Attributes
Category-wise list of user attributes:
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Information The Internal and External columns of the tables below refer to the specific methods or origins that can be used to create or update each user attribute, as defined below:
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Lifecycle
| Display and Key name | Description |
Created/updated internally* |
You can update externally |
You can create externally |
|---|---|---|---|---|
|
First Seen (cr_t) |
First seen time of the user. The time when the user is created in the MoEngage systems. | yes | no | yes |
|
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. | yes | no | no |
|
Last Seen (u_l_a) |
The time of the most recent App/Site Open event for the user. | yes | no | yes |
|
No. of Conversions (t_trans) |
No. of conversion events done by the user, Conversion Goal can be modified on the settings page. | yes | no | no |
|
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. | yes | no | no |
Configure Lifetime Value (LTV)
LTV is a crucial metric that represents the total revenue a business expects to generate from a single customer account throughout their relationship with your brand. In MoEngage, you can calculate LTV directly within user profiles by mapping your revenue-generating events.
To configure LTV, perform the following steps:
- Log in to the MoEngage dashboard and navigate to Settings > General Settings.
- On the General settings page, navigate to the Goal mapping section.
- In the Goal mapping section, select the following values:
- In the Conversion goal field, select the specific event that signifies a revenue-generating action from your users (e.g., Product Purchased, Order Placed, Subscription Renewed).
- In the Revenue attribute field, select the event attribute within that event that contains the actual monetary value of the transaction (e.g., price, total_amount, revenue).
- In the Currency field, select the currency in which the monetary value is denominated (e.g., USD, EUR, INR). This ensures accurate aggregation and reporting of your LTV.
- Click Save. After saving, MoEngage automatically aggregates the monetary values from the specified event attribute for each user. This aggregated sum will then be stored as the LTV user attribute in their respective user profiles.
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Information
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Acquisition & Uninstall
| Display and Key Name | Description | Category |
Created/updated internally* |
You can update externally |
You can create externally |
|---|---|---|---|---|---|
|
Campaign Name (campaign_name) |
Name of the campaign advertisement through which the user installed the app. | Acquisition | yes | no | yes |
|
Publisher Name (publisher_name) |
Name of the Publisher through which the user installed the app. | Acquisition | yes | no | yes |
|
Install Status (installed) |
Current install status of the user. If the user has the app installed on one of their devices or has been active on the web device then the value will be 'True'. This derived attribute gives the overall install status at a user level. It differs from the device level 'Install' event which is tracked through MoEngage SDKs. |
Uninstall | yes | no | no |
|
Uninstall Time (uninstall_time) |
The time when our system found a user has uninstalled the app. | Uninstall | yes | no | no |
| Device ReInstall | Tracked when a reinstall is detected on a device. | Uninstall | yes | no | no |
| User ReInstall | Tracked when an identified user has reinstalled the app. | Uninstall | yes | no | no |
Reachability & Localization
| Display and Key name | Description | Category |
Created/updated internally* |
You can update externally |
You can create externally |
|---|---|---|---|---|---|
| Push Opt In Status (iOS) (Deprecated) |
Push permission status of a user on an iOS device. Note: This attribute was used to track the subscription status of a user. This attribute is deprecated by March 12, 2024. This data can now be tracked using the Reachability Push iOS user attribute. |
Reachability | yes | no | no |
|
Web Push Subscription Page URL (web subscription url) |
Page URL of the web page on which a user subscribed to web push. Use it to find where the subscriptions are happening on your website or categorize your subscribers to send targeted notifications. | Reachability | yes | no | no |
|
Web Push Subscription Status (Deprecated) (moe_sub_w) |
Denotes the web push subscription status of a user - True / False. Use it to find your aggregate subscribers and users who unsubscribed after subscribing once. Note: This attribute was used to track the subscription status of a user. This attribute is deprecated by March 12, 2024. This data can now be tracked using the Reachability Push Web user attribute. |
Reachability | yes | yes | yes |
|
Reachability Push Android (moe_rsp_android) |
Reachability Push Android is True (200) when the user is reachable on at least one android device. |
Android | yes | no | no |
|
Reachability Push iOS (moe_rsp_ios) |
Reachability Push iOS is True (200) when the user is reachable on at least one iOS device. |
iOS | yes | no | no |
|
Reachability Push Web (moe_rsp_web) |
Reachability Push Web is True (200) when the user is reachable on at least one web device. |
Web | yes | no | no |
|
Last Known City (moe_ip_city) |
This attribute is based on the user's last known probable location, which is derived using reverse IP lookup. | Localization | yes | no | no |
|
Last Known Country (moe_ip_country) |
Localization | yes | no | no | |
|
Last Known Pincode/Zipcode (moe_ip_pin) |
Localization | yes | no | no | |
|
Last Known State (moe_ip_subdivision) |
Localization | yes | no | no | |
|
User TimeZone Offset (Mins) (moe_dtzo) |
Difference of the user time zone with respect to GMT in minutes. | Localization | yes | no | no |
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Note The Location details, consisting of the last known city, country, pin-code/zipcode, and state acquired through an IP address, are updated at 30-minute intervals during every user session. It's essential to note that the location details may vary if the person is traveling. The accuracy of the location details based on IP addresses falls within the range of 70-80%. In case you require an accurate and persistent location, we suggest creating a custom attribute and tracking/updating the location details yourself using MoEngage data API, SDKs, File imports or other data sources. |
Device Data & Email Suppression Type
| Display and Key name | Description | Category |
Created/updated internally* |
You can update externally |
You can create externally |
|---|---|---|---|---|---|
|
Hard Bounce (moe_hard_bounce) |
Denotes if emails to the user have hard bounced. | Email Suppression Type | no | yes | yes |
|
Spam (moe_spam) |
Denotes if the user has reported an email as spam. | Email Suppression Type | no | yes | yes |
|
Unsubscribe (moe_unsubscribe) |
Denotes if the user has unsubscribed from an email. | Email Suppression Type | no | yes | yes |
|
Advertising Identifier (advertising_identifier) |
Advertising Identifier of the device on which the app is installed. This is only available for iOS & Windows. | Device Data | yes | no | yes |
|
Browser Details (moe_w_ds) |
Browser details of web users include - Platform, Browser, and Manufacturer. | Device Data | yes | no | no |
|
Google Advertising ID (moe_gaid) |
Advertising Identifier of the device on which the app is installed. This is only available for Android. | Device Data | yes | no | yes |
|
Mobile User (moe_mweb) |
Denotes if the user accessed the website on mobile. | Device Data | yes | no | no |
Tracked Standard Attribute
Tracked Standard Attribute - These attributes are tracked by clients in the standard Keys provided by MoEngage. These standard keys can be found in the integration docs.
| Display and Key name | Description |
Created/updated internally* |
You can update externally |
You can create externally |
|---|---|---|---|---|
|
Birthday (u_bd) |
Birth date of the user. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client. | no | yes | yes |
|
User Creation Source (moe_cr_from) |
Denotes the source through which a user was created. This is a standard attribute where MoEngage derives whether the user was created from SDK or Server to Server sources. | yes | no | no |
|
Creation Source (moe_it) |
Denotes the source through which a user was created. This is a standard attribute where MoEngage specifically derives whether the user was created from File Imports, Partner integration sources, etc. | yes | no | no |
|
Email (Standard) (u_em) |
Email address of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client | no | yes | yes |
|
Name |
Name of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | no | yes | yes |
|
First Name (u_fn) |
First Name of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | no | yes | yes |
|
Gender (u_gd) |
Gender of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | no | yes | yes |
|
ID (uid) |
Unique Id that the app has set for a user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | no | yes | yes |
|
Last Name (u_ln) |
Last Name of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | no | yes | yes |
|
Locale Country (locale_country_display) |
Country of the user derived from the device locale settings, for example, The United States. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | yes | no | no |
|
Locale Language (locale_language_display) |
Language of the user derived from device locale settings, for example, English. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | yes | no | no |
|
Location (geo) |
Latitude and Longitude of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | yes | no | no |
|
Mobile Number (Standard) (u_mb) |
Mobile Number of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client. | no | yes | yes |
|
Name (u_n) |
Full Name of the user. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client. | no | yes | yes |
|
SMS Subscription Status (moe_sms_subscription) |
SMS Subscription Status of the user. This is a standard attribute where the SMS Subscription Status is tracked based on the user's subscription preferences. | no | yes | yes |
|
WhatsApp Subscription Status (moe_wa_subscription) |
WhatsApp Subscription Status of the user. This is a standard attribute where the WhatsApp Subscription Status is tracked based on the user's subscription preferences. | no | yes | yes |
|
Email Unsubscribed Categories (moe_em_unsub_categories) |
Unsubscribed email categories of the user | no | yes | yes |
|
Best time to send Push (moe_ds_bts_push_hour) |
Derived from MoEngage's SherpaAI | yes | no | no |
|
Best time to send Email (moe_ds_bts_email_hour) |
Derived from MoEngage's SherpaAI | yes | no | no |
|
Best time to send SMS (moe_ds_bts_SMS_hour) |
Derived from MoEngage's SherpaAI | yes | no | no |
|
Most Preferred Channel (moe_ds_mpc_best_channel) |
Derived from MoEngage's SherpaAI | yes | no | no |
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Mobile Number should be tracked as a string data type in E.164 format to work well in MoEngage systems. |