Source Analysis

User Source is one of the key criteria for measuring ROI on marketing efforts. Source analysis is being used for traffic quality measurement and engagements and is essential for knowing the best traffic sources, mediums, or campaigns.

Source analysis can be used to:

  • Compare any user activity/event based on the Source/Campaign/Medium
  • Split Funnels or Cohorts by the Source/Campaign/Medium
  • Analyze Sessions/App Opens from a specific source
  • Compare Campaign Types for MoEngage Campaigns
  • Analyze Conversion and Revenue by Source  

Source Analysis

Source analysis is deeply coupled with Session analysis. When the Source properties change, the Source changes and MoEngage considers it to be a new Session.

All of the Source properties are attached to every event/user activity of the Session and also with the  Session event as well.

Source Properties

There are 2 different types of Source properties – UTM Parameters and User-Defined Parameters.

UTM Parameters

UTM parameters are used to analyze different traffic sources. MoEngage SDK, by default, reads the UTM parameters from the URL for the web and from the deep link for mobile apps.

MoEngage supports these UTM parameters:

  • utm_source: Determines the website/app/link that sent the traffic (e.g. YouTube, Instagram, Google)
  • utm_medium: Determines the type of channel used (e.g. push, banner, email)
  • utm_campaign: Determines the name of the campaign (e.g. Newyear, Bigbillionday)
  • utm_id: Determines the id of the campaign (e.g. NY1234, BBD456)
  • utm_term: Determines search terms for paid traffic (e.g. Mobile+sale)
  • utm_content: Determines the content used (e.g. banner, video, product image)

For example, in the given URL, 'utm_source' and 'utm_medium' are source properties and "MoEngage" and "Email" are the corresponding values.


UTM parameter is a must for Session and Source Analysis. Without UTM parameters, there will be no information available on the dashboard. Make sure all of the marketing links, referral links, and key-value pairs are having the UTM information with them.

There is no need to track any extra event for this. SDKs automatically read all the specified UTM parameters and append in all of the events.

User-Defined Parameters

Many marketers use custom source parameters that are specific to their business. MoEngage supports custom source parameters as well. Other than the UTM Parameters, you can also define 5 custom parameters for your Apps/Websites. MoEngage SDKs will include the new parameters the in URL as source properties and append them for all events.

Only in case of push notifications, if there is no deep link or deep-link do not have source information, system (SDKs) will look for source properties in the key-value pair. 



MoEngage supports the last-click attribution model. All the user activity/event will be attributed to the last click done by the user. The attribution window here is the session duration.

For example, if the user came from a Google Ads, stayed for a session of 5 minutes and performed 15 events. The source property value, for all of these 15 events will be Google Ads. For the next session, if the user came organically, all the events in that session will not have any source information.


Let’s dive a little deeper and see how it works.

Source Reports

Available reports for MoEngage Session & Source are given below -

Session Count

Session count shows the total session count across the source properties such as Source or Medium.
The source properties are explained below in this document.

Conversion Count

Conversion count shows the total number of conversion across the source properties. For Conversion report calculation, the MoEngage system takes conversion activity/event present in App Settings page.


Revenue report shows the total revenue for the selected source properties. For the Revenue report calculation, the MoEngage system takes Conversion activity/event and Revenue attribute present in App Settings page.

Avg. Session Duration

Avg. Session Duration shows the average session duration for the selected source properties.
Avg. Session Duration = Sum(Session Duration)/(Total No of Session)

Bounce Rate

All session having session duration less than 10 seconds are defined as a Bounced Sessions. Bounce Rate is the percentage of bounced session wrt the total number of sessions. This report is available across selected source properties.

Avg. Session / User

Avg. Session / User shows the average number of sessions per user across selected source properties.

Avg. Conversion / Session

Avg. Conversion / Session shows the average number of conversion per session across selected source properties.


Report Filters

Reports can be filtered based on one source property. For example, report can be filtered on a medium like email.


Source Properties

All reports are analyzed on Source Properties. A maximum of two properties can be selected for the analysis. By default reports are available on Source.



Report Analysis

All reports are shown in the chart & table formate. 

Chart Analysis

All reports are by default shown in Bar chart format, sorted by the highest count. This report can also be viewed in Line chart and Area chart.

Reports can be analyzed in the granularity of HourlyDailyWeekly, or Monthly for the desired visualization.



Downloading Reports

Once you’ve viewed the report, you might need to share it with your team. You can download the report in order to do that.

Charts can be downloaded in PNG format and you can export a CSV file of the tabular version.


Source Properties in MoEngage Campaigns

Push Campaigns

To add source properties or UTM parameters in MoEngage push notifications, on the Messaging page of the campaign creation Actions should be specified.

For Android, iOS and Windows Actions for the primary message should be one of the - Navigate to a screen, Deeplinking, or RichLanding.
Navigate to a screen - select the specific screen name and add Additional Key-Value pairs.
DeepLining - Deeplinking URI can have source properties (as specified above in the UTM parameter section) or the user can specify Additional Key-Value pairs.
RichLanding - RichLanding URL can have source properties (as specified above in the UTM parameter section) or the user can specify Additional Key-Value pairs.

For Web, the Action button URL should have the source properties.


If URL/URI/Deeplink has been added ling with Key-Value pairs, URL/URI/Deeplink will be given prference for selecting the source properties.

Email Campaigns

All the email links should have source properties (as specified above in the UTM parameter section) to analyse the traffic landing on app/website from the email campaigns.


For Source & Session analysis, the app should have android SDK on or above version 9.7.01 and iOS SDK should be on or above version 5.2.5.

To enable Source Analysis for your account, please connect with your CSM or write to us at

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