User Behavior

The Behavior module of MoEngage Analytics provides insights into how your users interact with your web and mobile apps. Drill down the analysis for tracking events and analyzing trends of the app and campaign performance.ƒ

Compare reports to find out what kind of behavior inspires retention and drives revenue. Behaviors that help users get the maximum value out of your app. After analyzing the user behavior, use the MoEngage onboarding campaigns.

The behavior module has graphical reports for easy visualization and tabular report. Download them for deeper analysis. The reports range from basic surface-level actions to the impact of the latest experiment on business profits.

Behavior answers the following questions:

  • How many Monthly Active Users (MAU) or Daily Active Users (DAU) does my app have?
  • Which cities saw the highest number of hotel bookings on my travel app last month?
  • How much revenue did we get last month from the latest product we added to our e-commerce app?
  • What is the distribution of my users based on the revenue made from their orders?
  • What is the distribution of users based on the average minutes of songs played at any given time?
  • What is the distribution of users based on the number of unique songs played at any given time?
  • How many distinct songs are played across different segments of users?
  • What is the average number of orders a user places using my app?
  • What is the median number of orders placed by each user by my customers last month?
  • How many minutes did the least active listener play over a day, week, or month on my music or video streaming app?
  • How many distinct songs did the 95th percentile user listen to?
  • How much has the highest spender spent?
  • What’s the minimum number of minutes a song was played?

Behavior Overview

Analyzing Events

An event refers to any action a user performs on your app that is tracked. For example, in an e-commerce app, track events such as

  • App launches
  • Products searched
  • Products viewed
  • Added to cart
  • Purchase completed

To view, a report for an event, navigate to the Analytics menu and click on Behavior.

Track up to 10 events simultaneously and compare the analysis side by side.

Events and Filters

Filters help narrow down the results to specific Event Attributes.

  1. Click on Add Filters
  2. Select appropriate filters from the Filter By section.
  3. Select the Case Sensitive checkbox if you want the report to match the exact case of the value you specify.

Add multiple filters and choose whether to apply all or any one of the filters. Click AND or OR to filter further.

For example, to combine data across two platforms, use the OR filter. If you want to get data for a specific platform and look at the visits to a specific website, then use the AND filter.

Filter for Geolocation is not supported in MoEngage analytics.


Comparing Event

Compare multiple reports by using the Add Events option. Compare All Events, Unique Users, and Formulae for the selected events. Use comparing events to compare a maximum of 10 reports at a time.

For example, you might want to compare the number of users who performed ‘App/Site Opened’ vs the users who performed ‘Song Played’ vs ‘Song Downloaded’.

Comparing Properties 

Compare the report using a specific attribute. To compare, click on Split By and select the attribute from the drop-down menu with which you wish to compare.

The top 10000 values of the selected event property, are displayed. Up to 10 Split-by attributes can be added which include event attributes and user attributes. User attribute comparison is explained in Compare by.

For example, a report for the number of songs played across different platforms. Select ‘Viewed Product’ as the event and select ‘Platform’ from the Split By menu.

Date attributes can be compared on various date attributes such as - Date ( DD MMM YYYY), Day of the month, day of the week, Day of the year, Hour of the day, Month of the year, Week of the month, Week of the year, and Year in addition to the actual date.

Filter Users

Custom Segment Analysis

By default, the behavior analysis is performed on all users preset in the MoEngage system.

Behavior analysis can also be performed for a group of users. Groups of users are created using User Properties, User Activity, User Affinity or Custom Segments, or any combinations. It is similar to creating a segment and analyzing these users on Behavior analysis. For more information, refer to creating user segments and custom segments.




User attributes of custom segment analysis, contain the latest value of the user attributes. The filter works on the current data of the user attributes.

Behavior Options

Select an analysis type to calculate and click Apply.  The following are the analysis types.


Total Events

Count the number of times the selected action or event is performed by users.

Unique Users

Count of unique users who performed the selected event.

Unique Sessions

Count of unique sessions where the selected event was performed.

S2S and MoEngage standard events are not available for this analysis.


Arithmetic functions are performed on specific events, users, or device attributes. For example, to determine the revenue, find the sum of prices of all purchases.

Select one of the following arithmetic functions Sum, Average, Maximum, or Minimum applied to the event attribute. The drop-down displays the arithmetic attributes of the selected event.

Aggregate an event attribute using data operations like sum, min, max, average, median, distinct, and percentile. For example, the “sum” of “price” displays revenue.

Sum Min Max Average Median Percentile Distinct

Sum of a numeric attribute across all occurrences of an event.

  • Example 1: Get the sum of the prices of all orders placed by users.
  • Example 2: Get the sum of minutes songs were played.

Aggregation Distribution

Distribute users into buckets of aggregated event attributes. E.g users can be bucketed into different buckets of revenue (“sum” of “price”) for a selected period.

Sum Min Max Average Distinct

Get the distribution of users based on the sum of an attribute across all occurrences of an event

  • Example 1: Get the distribution of users based on the sum of the “prices” of the orders.
  • Example 2: Get the distribution of users based on the minutes of songs played.

Distribution bucketing: 

Select any one type of bucketing

Auto Custom

Auto distribution plots the value against the percentile of users on a line graph.

Total Events per user

Use the arithmetic operations for an individual user based on event attribute aggregation. For example, the average of “App/Site Opened” for an individual user for a given duration.

Min Max Average Median Percentile Distribution

Get the minimum number of occurrences of an event for every user.

  • Get the minimum number of orders placed by a user
  • Get the minimum number of songs played by a user

Attribute aggregation per user

Attribute aggregation per user is a two-fold aggregation where

  1. The attribute is aggregated per user
  2. Then aggregated again with data operations.

For example, get the average number of unique or distinct songs played by the users

First Level Aggregation

Use the following aggregation for the first level

Sum Min Max Average Distinct

Sum of a numeric attribute across all occurrences of an event for a user.

  • Example 1: Get the sum of the prices of all orders placed by users.
  • Example 2: Get the sum of minutes songs were played.

Second Level Aggregation

Min Max Average Median Percentile

Get the minimum value of an attribute aggregated for every user.

  • Example 1: How much has the lowest spender spent? (minimum of “sum” of price)
  • Example 2: How many minutes did the least active listener play? (minimum of the sum of minutes)

Compare by

In addition to the ability to split an event by attributes,  split or compare all the selected events by common user attributes using “Compare by” in the Behavior Options tab.

For example, compare the number of successful orders placed by users of different subscription tiers.


Compare by or Split by is not available for Predictive Insights (Sherpa) attributes i.e. Best time to send, Most Preferred Channel, and Prediction attributes.

Visualizing and Analyzing Results

Chart Types

Switch between the chart view for better visualization, depending on the type of data. Charts display a maximum of 20 different entities. The remaining entities are available in tabular format. User Distribution is displayed as a bar chart.


Choose between the following chart types to view progress, compare volumes over some time, or compare absolute numbers:

  • Line Chart
  • Area Chart
  • Bar Chart
  • Pie Chart
  • Column Chart

Line charts are viewed as:

  • A linear chart displays data with a continuous line
  • The logarithmic chart scales the values on Y-axis to logarithmic values.

  • The cumulative chart will cumulate all values leading to the latest period in the chart. 


Line, Area, Column, and Bar charts are scaled relative to percentages using an absolute number or percentage. Click # and % to display the charts.



You can also break down the report into the granularity of Hourly, Daily, Weekly, or Monthly for easy visualization. Unique users will be displayed based on the granularity you select.



Add to Custom Dashboard

User behavior analysis reports can be pinned to any desired dashboard. Hence users don't have to enter all the filters and can see the analysis with one click on the custom dashboards. Click on the “Pin to Dashboard” button to save this chart in custom dashboards. For more information, refer to Custom Dashboards.

Table and Downloads

After viewing the report, you might need to share it with your team. You can download the report to do that.

Users can download charts in PNG format and you can export the tables as a CSV file.

Transpose Table

You can transpose the table, it allows you to view and download the table in your preferred format by shifting the vertical and horizontal orientation of the table.

Actionable Analytics

Behavior analytics is transformed from just informative to actionable through actionable analytics. The insights provided by Behavior analysis can be saved as custom segments, and you can take the following actions on custom segments:

  • Create Campaign
  • Analyze Segments

Click on any data point, column/line, to engage the respective users. On the Create Segment popup, select Dynamic segments to have the relative date range, or select Static segment to have a fixed date range for your segment. Provide the Segment name to save the insights (thus users) as a custom segment.

Check the box - Take action on the custom segment

  • Click on Create campaign for this segment to use this segment in the desired campaigns.

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  • Click on Analyze this segment to directly use this segment in the desired analysis types.

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Actionable insights are not available for hourly granularity at this point.

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