User Source


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 is used to:

  • Compare user activity or event based on the Source, Campaign, or Medium
  • Split Funnels or Cohorts using the Source or Campaign or Medium
  • Analyze Sessions or 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 or the Source changes, then MoEngage considers it as a new Session. Source analysis has a distinct three-step journey.



  • Android SDK version 9.7.01 or later.
  • iOS SDK version 5.2.5 or later.

Source Properties

Two different types of Source properties are available: 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 the deep link for mobile apps.

MoEngage supports these UTM parameters:

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


User-Defined Parameters



To enable User-defined Parameters, reach out to us directly from your MoEngage Dashboard -> Need Help? -> Contact Support or send an email to

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 in the URL as source properties and append them for all events.


UTM or User-Defined parameter is a must for Source Analysis. Without UTM parameters, there will be no information about Source, Campaign, Medium, Content, Term, or user-defined parameters. Make sure all of the marketing links, referral links, and key-value pairs have the UTM or the user-define parameter information.

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


MoEngage supports the last-click attribution model. All the user activity/events 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 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.

Source Reports

The following reports are available:

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.

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)

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 conversions per session across selected source properties.

Conversion Count

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


The 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 MoEngage Dashboard > Settings > App >General.

Bounce Rate

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




Report Filters

Filter reports based on one source property. For example, filter reports on a medium like an email.


Filter users

The Session and source analysis can be performed on the desired group of users. You can filter uses in 2 ways. First select All users or Filter users by User property, User behavior, User affinity, and Custom segment. To filter users:

  1. Select All users or Filter users by
  2. In the case of Filter users by, select appropriate filter categories.
  3. Select the right user attribute, user behavior, user affinity, or segment.
  4. In both the filter options, All users or Filter users by you can exclude a specific set of users by selecting User property, User behavior, User affinity, and Custom segment.


You can add multiple filters and apply all filters or only one filter.

Source Properties

All reports are analyzed based on the Source Properties. Select a maximum of two properties for the analysis. By default, reports are not split by any property.



Report Analysis

All reports are displayed in chart and table format. 

Chart Analysis

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

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

Key Performance Indicators (KPIs) can be analyzed with one click to access overall and quick analysis of the chart reports. KPIs represent comprehensive information and are calculated based on data available in the chart.



Session & Source charts can be pinned on custom dashboards.


Downloading Reports

Download the report after viewing the report. The charts are downloaded in PNG format and the table is exported in CSV format.



Source Properties in 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 - Navigate to a screen, Deeplinking, or Richlanding.
Navigate to a screen - select the specific screen name and add Additional Key-Value pairs.
Deeplining - The deeplinking URL can have source properties (as specified above in the UTM parameter section) or the user can specify Additional Key-Value pairs.
Richlanding - The richlanding URL can have source properties (as specified above in the UTM parameter section) or the user can specify Additional Key-Value pairs.

For the 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 preference for selecting the source properties.

Email Campaigns

All the email links should have source properties (as specified above in the UTM parameter section) to analyze the traffic landing on the 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 this feature, reach out to us directly from your MoEngage Dashboard -> Need Help? -> Contact Support or send an email to

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