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 and analytics as filters to segment the users.

Events / User Activity

Category-wise list of events - 

Lifecycle

Name	Description	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.	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.	Web
App Exit	Tracked whenever App goes to background.	Android, iOS
User Logout	Tracked when a user Logs out of the app/site or user reset.	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.	Android
User Merged	Tracked for a known user whenever a MoEngage user object is merged with it.	User Merging
App Update	Tracked when a user updates the App.	Android, iOS

Acquisition & Uninstall

Name	Description	Platform
Install	Tracked when a user installs the app on the device.	Android, iOS
Device ReInstall	Tracked when a reinstall is detected on a device.	Android, iOS
Device Uninstall	Tracked when a user uninstalls the app on a device.	Android, iOS
User ReInstall	Tracked when a reinstall is detected for an identified user in MoEngage.	Android, iOS

Reachability

Name	Description	Platform
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.	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.	Web
Denied Web Push Subscription	Tracked when a user denies receiving push notifications on the Web.	Web
Dismissed Web Push Subscription	Tracked when a user dismisses the push subscription prompt.	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.	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.	Web
Reachability Push Android	Reachability Push Android is True (200) when the user is reachable on at least one android device.	Android
Reachability Push iOS	Reachability Push iOS is True (200) when the user is reachable on at least one iOS device.	iOS
Reachability Push Web	Reachability Push Web is True (200) when the user is reachable on at least one web device.	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.	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.	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.	Web

Campaign Activity

Name	Description	Channel / Platform
Allowed Web Push Subscription	Tracked when a user allows receiving push notifications on the Web.	Web
Displayed Web Push Subscription	When hard ask is shown to the user.	Web
Onsite Message Template clicked	On clicking the Onsite Messaging template.	Web
Onsite Message Template shown	On a load of Onsite Messaging template.	Web
Onsite Message Template closed	On closing the Onsite Messaging template.	Web
Onsite Message Template auto dismiss	When the Onsite Messaging template closes by itself after the time duration given while creating the campaign.	Web
Card Clicked	Tracked when the user clicks the Card in the App Inbox.	Android, iOS
Card Delivered	Tracked when a Card is delivered to the App Inbox after the user has opened the Inbox.	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.	Android, iOS
Card Viewed	Tracked when the user views a Card or scrolls down to it in the App Inbox.	Android, iOS
Connector Sent	Tracked when a connector was sent successfully.	Connector
Email Bounced	Tracked when our system finds an email is hard bounced. Typically happens when an email address doesn't exist.	Email
Email Clicked	Tracked when a user clicks on any link in the email.	Email
Email Complained	Tracked when a user marks the email as spam.	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.	Email
Email Opened	Tracked when a user opens an email.	Email
Email Sent	Tracked when our system sends an email to a user.	Email
Email Soft Bounced	Tracked when our system finds an email is soft-bounced. Typically happens when there is a temporary delivery issue.	Email
Email Unsubscribed	Tracked when a user unsubscribes from receiving emails.	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.	Email
Email Viewed in Browser	Tracked when a user clicks on the view in the browser link present in the email.	Email
Facebook Audience Synced	Tracked when Facebook API returns 2xx response for add or delete request to an audience.	Facebook
In-App Clicked Android	Tracked when a user clicks In-App message on Android device.	Android
In-App Clicked iOS	Tracked when a user clicks In-App message on iOS device.	iOS
In-App Clicked Windows	Tracked when a user clicks In-App message on Windows device.	Windows
In-App Closed Android	Tracked when a user dismisses In-App message by clicking on the close button on an Android device.	Android
In-App Closed iOS	Tracked when a user dismisses In-App message by clicking on the close button on an iOS device.	iOS
In-App Closed Windows	Tracked when a user dismisses In-App message by clicking on the close button on Windows device.	Windows
In-App Shown Android	Tracked when an In-App message is shown to the user on an Android device.	Android
In-App Shown iOS	Tracked when an In-App message is shown to the user on an iOS device.	iOS
In-App Shown Windows	Tracked when an In-App message is shown to the user on a Windows device.	Windows
Notification Clicked Android	Tracked when a user clicks notification on an Android device.	Android
Notification Clicked iOS	Tracked when a user clicks notification on iOS device.	iOS
Notification Clicked Web	Tracked when a user clicks notification on the browser.	Web
Notification Clicked Windows	Tracked when a user clicks notification on Windows device.	Windows
Notification Dismissed iOS	Tracked when the user dismisses the notification on iOS device.	iOS
Notification Received Android	Tracked when a user receives a notification on an Android device.	Android
Notification Received iOS App Active	Tracked when App in foreground and user receives the notification on iOS.	iOS
Notification Received iOS	Tracked when a user receives a notification on an iOS device.	iOS
Notification Received Web	Tracked when a user receives a notification on a browser.	Web
Notification Sent Windows	Tracked when a user receives a notification on a Windows device.	Windows
Notification Sent iOS	Tracked when a user receives a notification on an iOS device.	iOS
Notification Swiped Android	Tracked when a notification is dismissed by the user with a swipe gesture on Android.	Android
On-site Message Shown	Tracked when an on-site messaging campaign is shown to a user.	Web
On-site Message Clicked	Tracked when an on-site messaging campaign is clicked by a user.	Web
On-site Message Closed	Tracked when an on-site messaging campaign is closed by a user.	Web
Push Preference Changed iOS	Tracked when iOS device push preference is changed. It has a modified status.	iOS
Web Personalization Message Shown	Tracked when a web personalization campaign is shown to a user.	Web
Web Personalization Message Clicked	Tracked when a web personalization campaign is clicked by a user.	Web
Web Personalization Message Closed	Tracked when a web personalization campaign is closed by a user.	Web
SMS Delivered	Tracked when our system receives a delivery receipt for the SMS sent to a user.	SMS
SMS Sent	Tracked when our system sends SMS to a user.	SMS
SMS Clicked	Tracked when a user clicks on any of the links in the SMS message body.	SMS
User Entered Flow	Tracked when a user falls in the target audience and has qualified for the entry in the Flow.	Flows
User Exited Flow	Tracked when a user exits from a Stop Cell of the Flow.	Flows
User removed from campaign due to control group	Generated while sending a campaign out with the control group defined.	Flows/Campaign Channels
User added to control group	Generated while creating a global control group.	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.	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.	Flows/Campaign Channels
WhatsApp Message Delivered	Tracked when a WhatsApp Message is delivered to a user.	Flows/Campaign Channels
WhatsApp Message Delivery Failed	Tracked when provider failed to send/deliver a WhatsApp Message for a user.	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.	Flows/Campaign Channels
WhatsApp Message Sent	Tracked when a WhatsApp message is sent to a user.	Flows/Campaign Channels

Event Attributes

Source-wise list of event attributes - 

For SDK Events

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.
utm_source	Source of a campaign e.g. search engine, newsletter, MoEngage
utm_medium	Medium of a campaign e.g. CPC, email, push
utm_campaign	UTM Campaign name e.g. Summer sale
utm_id	UTM campaign ID e.g. 12DSW55
utm_content	Content information of the campaign e.g. logoclick
utm_term	Term used for paid search e.g. red+shirt
Device Density DPI	Resolution of the device display (in dots per inch)
Device Height	Width of the screen (in pixels)
Device Manufacturer	Manufacturer of the device e.g. Apple
Device Model	Model Name of the device e.g. Dell Inspiron
Device Screen Dimension	Dimension of the screen in Width*Height format
Device Width	Height of the screen (in pixels)
Network Type	Type of the network e.g. Wifi, 4G
OS Version	Version of the operating system e.g. iOS 11
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.

For Campaign Events

Name	Description
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 the 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 the 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.
Exit Reason	Tracked when a user exits the flow. This is tracked as an attribute of the 'User Exited Flow' event.

User Attributes

Category-wise list of user attributes - 

Lifecycle

Name	Description
First Seen	First seen time of the user. The time when the user is created in MoEngage systems.
LTV	Life Time Value of the user. This is the total sum of revenue attribute 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	The time of the most recent App/Site Open event for the user.
No. of Conversions	No. of conversion events done by the user, Conversion Goal can be modified on the settings page.
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.

Acquisition & Uninstall

Name	Description	Category
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
Device ReInstall	Tracked when a reinstall is detected on a device.	Uninstall
User ReInstall	Tracked when an identified user has reinstalled the app.	Uninstall

Reachability & Localization

Name	Description	Category
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
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 (at 30-minute intervals).  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		Localization
Last Known Pincode/Zipcode		Localization
Last Known State		Localization
User TimeZone Offset (Mins)	Difference of the user time zone with respect to GMT in minutes.	Localization

Device Data & Email Suppression Type

Name	Description	Category
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

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.

Name	Description
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.
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.
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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.

Device Attributes

Following are the device attributes collected by MoEngage SDKs - 

iOS

Identifier	Information	Optional
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

Identifier	Information	Optional
OS Version	Current Android version of the device	Yes
API level	--	No
Model Name	Device Model Name e.g. S22	No
Product Name	Device Product Name e.g. Galaxy	Yes
Manufacturer	Device Manufacturer e.g. Samsung	Yes
Google Advertising Identifier(GAID)	GAID of the device	Yes
GAID tracking status	GAID tracking status	Yes
Carrier	Device Carrier e.g. Airtel, T-Mobile	Yes
Device Density	Device screen density in PPI	Yes
Device Width	Device width in pixel	Yes
Device Height	Device height in pixel	Yes
Android Id	--	Yes
Network Type	Device Network Type e.g. 3G, 5G	No
Device Timezone	Device Time Zone e.g. PST, IST, GMT	No

Web

Identifier	Information	Optional
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