Derived Events & Attributes

Segmentation enables you to segment your customers based on user attributes (essentially user properties) and user events (actions performed by the user along with event attributes).

MoEngage, by default, generates a few of the events and attributes. These are called derived events and derived attributes. These can be used in segmentation as filters to segment the users.

Events / User Activity

Name Description Category Related to Channel/Platform
App/Site 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. Lifecycle Android, iOS, Web
Viewed Web Page 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" Smart Trigger Web Push. Lifecycle Web
App Exit Tracked whenever App goes to background. Lifecycle Android, iOS
User Logout Tracked when a user Logs out of the app/site or user reset. Lifecycle Android, iOS, Web
Push ID Register Android Tracked when the MoEngage system registers the push id for Android devices. Attribute registered_by has the status.  Lifecycle Android
User Merged Tracked for a known user whenever a MoEngage user object is merged with it.  Lifecycle User Merging
App Update Tracked when a user updates the App. Lifecycle Android, iOS
Install Tracked when a user installs the app on the device. Acquisition Android, iOS
Device ReInstall Tracked when a reinstall is detected on a device. Uninstall Android, iOS
Device Uninstall Tracked when a user uninstalls the app on a device. Uninstall Android, iOS
User ReInstall Tracked when a reinstall is detected for an identified user in MoEngage. Uninstall Android, iOS
Accepted Web Push Soft-ask Tracked when a user accepts the Push Permission Soft-ask on your website as part of the 2-step Push Opt-in mechanism. Reachability Web
Closed Web Push Soft-ask Tracked when a user closes the Push Permission Soft-ask on your website as part of the 2-step Push Opt-in mechanism. Reachability Web
Denied Web Push Subscription Tracked when a user denies receiving push notifications on the Web. Reachability Web
Dismissed Web Push Subscription Tracked when a user dismisses the push subscription prompt. Reachability Web
Overlay clicked in 1-click HTTP subscription Tracked when a user clicks a Subscription Message on your website as part of the HTTP Push Subscription flow. Reachability Web
Overlay shown in 1-click HTTP subscription Tracked when a user views a Subscription Message on your website as part of the HTTP Push Subscription flow. Reachability Web
Reachability Push Android Reachability Push Android is True (200) when the user is reachable on at least one android device. Reachability Android
Reachability Push iOS Reachability Push iOS is True (200) when the user is reachable on at least one iOS device. Reachability iOS
Reachability Push Web Reachability Push Web is True (200) when the user is reachable on at least one web device. Reachability Web
Subscribed to Web Push Tracked when a user is subscribed to Web Push Notifications. Use it to find the day-wise count of subscribers or set up a Welcome" Smart Trigger Web Push. Reachability Web
Unsubscribed from Web Push Tracked when a user directly unsubscribes from the website/chrome settings or GCM communicates that a push token is invalid. Reachability Web
Viewed Web Push Soft-ask Tracked when a user views the Push Permission Soft-ask on your website as part of the 2-step Push Opt-in mechanism. Reachability Web
Allowed Web Push Subscription Tracked when a user allows receiving push notifications on the Web. Campaign Activity Web
Displayed Web Push Subscription  When hard ask is shown to the user. Campaign Activity Web
Onsite Message Template clicked
On clicking the Onsite Messaging template. Campaign Activity Web
Onsite Message Template shown
On a load of Onsite Messaging template. Campaign Activity Web
Onsite Message Template closed
On closing the Onsite Messaging template. Campaign Activity Web
Onsite Message Template auto dismiss
When the Onsite Messaging template closes by itself after the time duration given while creating the campaign. Campaign Activity Web
Card Clicked Tracked when the user clicks the Card in the App Inbox. Campaign Activity Android, iOS
Card Delivered  Tracked when a Card is delivered to the App Inbox after the user has opened the Inbox. Campaign Activity Android, iOS
Card Sent Tracked when a Card notification is sent to the user, doesn't indicate if the notification is delivered to the App Inbox. Campaign Activity Android, iOS
Card Viewed Tracked when the user views a Card or scrolls down to it in the App Inbox. Campaign Activity Android, iOS
Connector Sent Tracked when a connector was sent successfully. Campaign Activity Connector
Email Bounced Tracked when our system finds an email is hard bounced. Typically happens when an email address doesn't exist. Campaign Activity Email
Email Clicked Tracked when a user clicks on any link in the email. Campaign Activity Email
Email Complained Tracked when a user marks the email as spam. Campaign Activity Email
Email Dropped Tracked when an email is dropped. Email is dropped, when it's part of the bounce list, the unsubscribe list, or the spam report list. Campaign Activity Email
Email Opened Tracked when a user opens an email. Campaign Activity Email
Email Sent Tracked when our system sends an email to a user. Campaign Activity Email
Email Soft Bounced Tracked when our system finds an email is soft bounced. Typically happens when there is a temporary delivery issue. Campaign Activity Email
Email Unsubscribed Tracked when a user unsubscribes from receiving emails. Campaign Activity Email
Email Unsubscribe Drop Tracked when an email is dropped because the user is part of an unsubscribe list. This is tracked at SendGrid. This event is currently under BETA Campaign Activity Email
Email Viewed in Browser Tracked when a user clicks on the view in the browser link present in the email. Campaign Activity Email
Facebook Audience Synced Tracked when Facebook API returns 2xx response for add or delete request to an audience. Campaign Activity Facebook
In-App Clicked Android Tracked when a user clicks In-App message on Android device. Campaign Activity Android
In-App Clicked iOS Tracked when a user clicks In-App message on iOS device. Campaign Activity iOS
In-App Clicked Windows Tracked when a user clicks In-App message on Windows device. Campaign Activity Windows
In-App Closed Android Tracked when a user dismisses In-App message by clicking on the close button on an Android device. Campaign Activity Android
In-App Closed iOS Tracked when a user dismisses In-App message by clicking on the close button on an iOS device. Campaign Activity iOS
In-App Closed Windows Tracked when a user dismisses In-App message by clicking on the close button on Windows device. Campaign Activity Windows
In-App Shown Android Tracked when an In-App message is shown to the user on an Android device. Campaign Activity Android
In-App Shown iOS Tracked when an In-App message is shown to the user on an iOS device. Campaign Activity iOS
In-App Shown Windows Tracked when an In-App message is shown to the user on a Windows device. Campaign Activity Windows
Notification Clicked Android Tracked when a user clicks notification on an Android device. Campaign Activity Android
Notification Clicked iOS Tracked when a user clicks notification on iOS device. Campaign Activity iOS
Notification Clicked Web Tracked when a user clicks notification on the browser. Campaign Activity Web
Notification Clicked Windows Tracked when a user clicks notification on Windows device. Campaign Activity Windows
Notification Dismissed iOS Tracked when the user dismisses the notification on iOS device. Campaign Activity iOS
Notification Received Android Tracked when a user receives a notification on an Android device. Campaign Activity Android
Notification Received iOS App Active Tracked when App in foreground and user receives the notification on iOS. Campaign Activity iOS
Notification Received iOS Tracked when a user receives a notification on an iOS device. Campaign Activity iOS
Notification Received Web Tracked when a user receives a notification on a browser. Campaign Activity Web
Notification Sent Windows Tracked when a user receives a notification on a Windows device. Campaign Activity Windows
Notification Sent iOS Tracked when a user receives a notification on an iOS device. Campaign Activity iOS
Notification Swiped Android Tracked when a notification is dismissed by the user with a swipe gesture on Android. Campaign Activity Android
On-site Message Shown Tracked when an on-site messaging campaign is shown to a user. Campaign Activity Web
On-site Message Clicked Tracked when an on-site messaging campaign is clicked by a user. Campaign Activity  Web
On-site Message Closed Tracked when an on-site messaging campaign is closed by a user. Campaign Activity Web
Push Preference Changed iOS Tracked when iOS device push preference is changed. It has a modified status. Campaign Activity iOS
Web Personalization Message Shown Tracked when a web personalization campaign is shown to a user. Campaign Activity  Web
Web Personalization Message Clicked Tracked when a web personalization campaign is clicked by a user.  Campaign Activity  Web
Web Personalization Message Closed Tracked when a web personalization campaign is closed by a user. Campaign Activity Web
SMS Delivered Tracked when our system receives a delivery receipt for the SMS sent to a user. Campaign Activity SMS
SMS Sent Tracked when our system sends SMS to a user. Campaign Activity

SMS

SMS Clicked

Tracked when a user clicks on any of the links in the SMS message body. Campaign Activity SMS

User Entered Flow

Tracked when a user falls in the target audience and has qualified for the entry in the Flow. Campaign Activity Flows
User Exited Flow Tracked when a user exits from a Stop Cell of the Flow. Campaign Activity Flows
User removed from campaign due to control group Generated while sending a campaign out with the control group defined. Campaign Activity Flows/Campaign Channels
User added to control group Generated while creating a global control group. Campaign Activity Flows/Campaign Channels
User removed from control group Generated when the global control group is updated.  Specifically when the global control group % is reduced or the global control group is refreshed. Campaign Activity Flows/Campaign Channels
WhatsApp Message Clicked Tracked when a WhatsApp Message is read by the user. It will only be available for users who have read receipts enabled. Campaign Activity Flows/Campaign Channels
WhatsApp Message Delivered Tracked when a WhatsApp Message is delivered to a user. Campaign Activity Flows/Campaign Channels
WhatsApp Message Delivery Failed Tracked when provider failed to send/deliver a WhatsApp Message for a user. Campaign Activity Flows/Campaign Channels
WhatsApp Message Read Tracked when a WhatsApp Message is read by the user. It will only be available for users who have read receipts enabled. Campaign Activity Flows/Campaign Channels
WhatsApp Message Sent Tracked when a WhatsApp message is sent to a user. Campaign Activity Flows/Campaign Channels


Event Attributes

Name Description
App Version Mobile Application version on which this event was tracked. App Version is tracked with all events.
SDK Version MoEngage SDK version on which this event was tracked. SDK Version is tracked with all events.
Platform OS name on which this event was tracked, for example -Android, iOS, Web. The platform is tracked with all events.
Campaign Id Id of the campaign associated with this event.
Campaign Name Represents the name of the campaign, the message was part of.
Campaign Type Represents the type of campaign, the message was part of.
Readable Campaign Id Represents the id of the campaign, the message was part of.
Parent Campaign id Tracked when a periodic campaign is run. Represents the campaign id of parent periodic campaign, child instances of which are re-run on a recurring basis.
Parent Flow Id Tracked when the journey campaign is run. Represents the Flow Id of the parent journey campaign.
Parent Flow Name Tracked when the journey campaign is run. Represents the flow name of the parent journey campaign.
Locale Id Tracked when the campaign is sent using Localization. Represents the id of message locale.
Locale Name Tracked when the campaign is sent using Localization. Represents the name of the message locale.
Variation Id Tracked when a campaign is sent using A/B Testing. Represents the id of message variation.
URL Tracked when display filter is selected in the in-app campaign.
timestamp User time while performing the event. This is in epoch time.
First Session Generated for all the events tracked with MoEngage web SDK. Value is True for the first session of the user only.
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.
Exit Reason Tracked when a user exits the flow. This is tracked as an attribute of the 'User Exited Flow' event.

User Attributes

Name Description Category
First Seen First seen time of the user. The time when the user is created in MoEngage systems. Lifecycle
LTV Life Time Value of the user. This is the total sum of revenue 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. Lifecycle
Last Seen The time of the most recent App/Site Open event for the user. Lifecycle
No. of Conversions No. of conversion events done by the user, Conversion Goal can be modified on the settings page. Lifecycle
No. of Sessions No.of sessions done by the user. This is the number of times a user has performed the App/Site Open event. Lifecycle
Campaign Name Name of the campaign advertisement through which the user installed the app. Acquisition
Publisher Name Name of the Publisher through which the user installed the app. Acquisition
Install Status Current status of the user, If the user has the app installed on his device or user has been active on the web device. Uninstall
Uninstall Time The time when our system found a user has uninstalled the app. Uninstall
Push Opt In Status (iOS) Push permission status of a user on an iOS device. Reachability
Web Push Subscription Page 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
Web Push Subscription Status 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. Reachability
Device ReInstall Tracked when a reinstall is detected on a device.  Uninstall
User ReInstall Tracked when an identified user has reinstalled the app. Uninstall
Last Known City This attribute is based on the user's last known probable location which is derived using reverse IP lookup via our partner integration with MaxMind.  Details are updated every session (30-minute interval).  Location can change if the person is traveling.  If you need a persistent location we recommend creating a custom attribute and tracking it yourself. Localization
Last Known Country This attribute is based on the user's last known probable location which is derived using reverse IP lookup via our partner integration with MaxMind.  Details are updated every session (30-minute interval).  Location can change if the person is traveling.  If you need a persistent location we recommend creating a custom attribute and tracking it yourself. Localization
Last Known Pincode/Zipcode This attribute is based on the user's last known probable location which is derived using reverse IP lookup via our partner integration with MaxMind.  Details are updated every session (30-minute interval).  Location can change if the person is traveling.  If you need a persistent location we recommend creating a custom attribute and tracking it yourself.. Localization
Last Known State This attribute is based on the user's last known probable location which is derived using reverse IP lookup via our partner integration with MaxMind.  Details are updated every session (30-minute interval).  Location can change if the person is traveling.  If you need a persistent location we recommend creating a custom attribute and tracking it yourself. Localization
User TimeZone Offset (Mins) Difference of the user time zone with respect to GMT in minutes. Localization
Hard Bounce Denotes if emails to the user have hard bounced. Email Suppression Type
Spam Denotes if the user has reported an email as spam.
Email Suppression Type
Unsubscribe
Denotes if the user has unsubscribed from an email.
Email Suppression Type
Advertising Identifier Advertising Identifier of the device on which the app is installed. This is only available for iOS & Windows. Device Data
Browser Details Browser details of web users include - Platform, Browser, and Manufacturer. Device Data
Google Advertising ID Advertising Identifier of the device on which the app is installed. This is only available for Android. Device Data
Mobile User Denotes if the user accessed the website on mobile. Device Data
Birthday 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. Tracked Standard Attribute
Creation Source Denotes the source through which a user was created. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client. Tracked Standard Attribute
Email (Standard) 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 Tracked Standard Attribute
First Name 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. Tracked Standard Attribute
Gender Gender of the user. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client. Tracked Standard Attribute
ID 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. Tracked Standard Attribute
Last Name 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. Tracked Standard Attribute
Locale Country Country of the user derived from device locale settings. for eg. The United States. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client. Tracked Standard Attribute
Locale Language Language of the user derived from device locale settings. for eg. English. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client. Tracked Standard Attribute
Location 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. Tracked Standard Attribute
Mobile Number (Standard) 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. Tracked Standard Attribute
Name 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. Tracked Standard Attribute
SMS Subscription Status 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. Tracked Standard Attribute
 

Mobile Number should be tracked as a string data type to work well in MoEngage systems.

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.

Device Attributes

Following are the device attributes collected by MoEngage SDK

Platform Identifier Information Optional
iOS
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 An alphanumeric string that uniquely identifies a device to the app’s vendor - IDFV (identifierForVendor) Yes
os_ver Current iOS version of the device No
device_tz Device Timezone No
model Device model type eg:iPhone"/"iPad" No
model_name Specific Device Model Name eg:iPhone 7",iPhone X" etc No
Android OS Version  Current Android version of the device Yes

API level

-- No

Model Name

--

No

Product Name

-- Yes

Manufacturer

-- Yes

Google Advertising Identifier(GAID)

-- Yes

GAID tracking status

-- Yes

Carrier

-- Yes

Device Density

-- Yes

Device Width

-- Yes

Device Height

-- Yes

Android Id

-- Yes

Network Type

-- No

Device Timezone

-- No

Web

os

Web / MWeb No

os_platform

User Agent. Information about the browser. No

os_ver

Browser Name No

model

Browser Name No

device_ts

Device Timestamp No

device_tz

Device Timezone No

push_id

Push token generated by SDK No
 

INFO

  • Only ADVERTISING IDENTIFIER is available on the dashboard for segmentation and analytics usage as of now. IDFA and IDFV will not be collected if data tracking is opted out with GDPR opt-out methods.
  • Device information is collected but not available for analysis as of now on the MoEngage dashboard.
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