Stream Events to Microsoft D365 Sales

Introduction

Microsoft Dynamics 365 Sales is an enterprise CRM solution that manages customer relationships through contacts, leads, opportunities, and activities. This integration enables inbound data flow from MoEngage to Microsoft Dynamics 365 Sales using Microsoft Power Automate.

Key features

With this integration, you can:

• Receive real-time campaign engagement events from MoEngage (email opens, clicks, form submissions, webinar attendance, and more).
• Automatically update Lead, Contact, or Opportunity records in D365 Sales with the latest engagement data.
• Maintain synchronized engagement history between MoEngage and D365 Sales.
• Trigger D365 Sales workflows or business process flows based on MoEngage campaign interactions.
• Track sales activity events and marketing attribution for closed-loop reporting.

Use cases

• Lead scoring based on email engagement: When a lead opens a marketing email in MoEngage, automatically increment their lead score in D365 Sales and update the Last Engagement Date field to help sales reps prioritize follow-ups.
• Opportunity stage progression: When a prospect attends a webinar or downloads a pricing guide tracked in MoEngage, automatically move their D365 Sales Opportunity to the Qualified or Proposal stage and assign a follow-up task to the account owner.
• Campaign response tracking: Capture all form submissions from MoEngage landing pages and create Marketing Response or Activity records in D365 Sales linked to the relevant Lead or Contact for comprehensive engagement history.
• Multi-channel engagement history: Build a complete timeline of customer interactions by syncing email, SMS, push notification, and in-app message events from MoEngage to D365 Sales activity records, giving sales teams full visibility into marketing touchpoints.
• Sales and marketing alignment: When a Contact engages with multiple campaign touches, automatically create a follow-up Call or Task for the assigned sales representative, ensuring timely outreach based on demonstrated interest.

Step-by-step integration guide

Prerequisites

• Admin access to Microsoft Power Platform and the D365 Sales environment.
• A D365 Sales security role with write permissions on the Lead, Contact, and Opportunity entities.
• MoEngage data requirement: MoEngage must send one of the following D365 entity IDs in the user_attributes field for proper record matching:
  • d365_lead_id (Lead GUID) — used to update Lead records.
  • d365_contact_id (Contact GUID) — used to update Contact records.
  • d365_opportunity_id (Opportunity GUID) — used to update Opportunity records.

These identifiers must be synced to MoEngage during the outbound integration (D365 Sales → MoEngage) so that MoEngage can include them when sending events back to D365 Sales. When configuring MoEngage Streams, specify which user properties to export under User properties to export — select either All or list the specific identifier fields you need (for example, d365_lead_id, d365_contact_id).

Accepted entity identifiers

Microsoft Dataverse accepts the following primary identifiers for updating records:

• Primary Key (GUID): The unique identifier for each entity (leadid, contactid, opportunityid, and so on).
• Alternate Keys: Custom alternate keys if configured in your D365 environment (for example, email address as an alternate key for Contacts).

For this integration, we recommend using the Primary Key (GUID) as it is guaranteed to be unique and immutable across all D365 environments.

Step 1: Create the HTTP request trigger in Power Automate

1. Open Power Automate

   Go to Power Automate.

2. Create an automated cloud flow

   Click Create > Automated Cloud Flow.

3. Name your flow

   Name your flow MoEngage - Receive Events to D365.

4. Select the trigger

   Select the trigger When a HTTP request is received.

5. Create the flow

   Click Create.

   

Configure the HTTP request trigger

In the trigger configuration, define the Request Body JSON Schema. This tells Power Automate the structure to expect from MoEngage Streams.

Copy and paste this schema into the Request Body JSON Schema field:

JSON Schema

{
  "type": "object",
  "properties": {
    "app_name": { "type": "string" },
    "source": { "type": "string" },
    "moe_request_id": { "type": "string" },
    "events": {
      "type": "array",
      "items": {
        "type": "object",
        "properties": {
          "event_name": { "type": "string" },
          "event_code": { "type": "string" },
          "event_uuid": { "type": "string" },
          "event_time": { "type": "integer" },
          "event_type": { "type": "string" },
          "event_source": { "type": "string" },
          "email_id": { "type": "string" },
          "uid": { "type": "string" },
          "event_attributes": {
            "type": "object",
            "properties": {
              "campaign_id": { "type": "string" },
              "campaign_name": { "type": "string" },
              "campaign_type": { "type": "string" },
              "campaign_channel": { "type": "string" }
            }
          },
          "user_attributes": {
            "type": "object",
            "properties": {
              "moengage_user_id": { "type": "string" },
              "d365_lead_id": { "type": "string" },
              "d365_contact_id": { "type": "string" },
              "d365_opportunity_id": { "type": "string" },
              "d365_custom_entity_id": { "type": "string" },
              "external_identifier": { "type": "string" }
            }
          },
          "device_attributes": {
            "type": "object",
            "properties": {
              "moengage_device_id": { "type": "string" }
            }
          }
        },
        "required": ["event_name", "event_time", "user_attributes"]
      }
    }
  },
  "required": ["app_name", "source", "events"]
}

After adding the schema, click Save. Power Automate generates a unique HTTP POST URL. Copy this URL — you will need it to configure MoEngage Streams later.

Step 2: Apply to each event

Since MoEngage can send multiple events in a single request, add an Apply to each loop to process them individually.

1. Add a new step

   Click New Step.

2. Select the Apply to each control

   Search for Control and select Apply to each (Control).

3. Choose the events output

   In the Select an output from previous steps field, choose events from the JSON dynamic content.

   All subsequent actions must be added inside this Apply to each loop so they run for every event in the MoEngage payload.

   

Step 3: Create a custom table and add event records

For this integration, we created a custom table called MoEngage Event in Power Apps to store all engagement event data from MoEngage campaigns against Leads.

This approach lets you maintain a complete historical record of all customer interactions, and you can configure this for any of your desired entities.

Creating your custom table in Power Apps

Before configuring the Power Automate action, create a custom table in Power Apps to store MoEngage event data. The table should include the necessary columns (Event Name, Event Date, Campaign Name, Campaign Channel, Event Code, Event UUID) and a lookup relationship to your desired entity (Lead, Contact, or Opportunity).

For step-by-step instructions, refer to the Microsoft Power Apps documentation on creating custom tables.

Add a Dataverse action to create event records

1. Add a Dataverse action

   Inside the Apply to each loop, add a Microsoft Dataverse action.

2. Select Add a new row

   Choose Add a new row as the Dataverse action.

3. Choose your custom table

   For Table name, select your custom table (for example, MoEngage Events).

4. Configure field mappings

   Configure the field mappings as described in the next section.

Field mapping instructions

For each field in your MoEngage Events table, map data from the incoming MoEngage payload. Below is an example of how to map the Event Name field.

Field name	How to map	Expression / dynamic content
Event Name	Click the field, then click / and select from the dynamic content list	Select event_name from the dynamic content picker

Dynamic content vs. expressions

For most fields (Event Name, Campaign Name, Event Code, Event UUID, and so on):

• Click in the field and type /, or click the lightning bolt icon.
• Select the appropriate value from the dynamic content picker.

For lookup fields:

• Click the field and enter /leads({id}), where {id} is selected from dynamic content.

Step 4: Convert Unix timestamp to DateTime

MoEngage sends event timestamps as Unix epoch time (for example, 1731421200). Convert this to a D365-compatible datetime format when mapping to date or time fields.

In the Inputs field, use this expression:

Expression

formatDateTime(addSeconds('1970-01-01', items('Apply_to_each')?['event_time']), 'yyyy-MM-dd HH:mm:ss')

Step 5: Test the integration

Test with a manual trigger

1. Start the flow in test mode

   In Power Automate, click Test → Manually, then click Test again to start the flow in listening mode.

2. Send a test payload

   Use a tool like Postman or cURL to send a test payload to your webhook URL. Use the sample payload below.

   Sample test payload

   {
     "app_name": "App Name",
     "source": "MOENGAGE",
     "moe_request_id": "test_request_12345",
     "events": [
       {
         "event_name": "Email Opened",
         "event_code": "37930333",
         "event_uuid": "moe_unique_event_id_001",
         "event_time": 1731421200,
         "event_type": "CAMPAIGN_EVENT",
         "event_source": "MOENGAGE",
         "email_id": "[e-mail]",
         "uid": "moe_customer_123",
         "event_attributes": {
           "campaign_id": "q4_nurture_series_001",
           "campaign_name": "Q4 Nurture Series",
           "campaign_type": "General",
           "campaign_channel": "Email"
         },
         "user_attributes": {
           "moengage_user_id": "moe_internal_user_id",
           "d365_lead_id": "<replace with your actual entity ID>"
         },
         "device_attributes": {
           "moengage_device_id": "moe_internal_device_id"
         }
       }
     ]
   }
   

Verification steps

1. Monitor the flow run

   Open the flow in Power Automate and check the latest run.

2. Check for successful execution

   Confirm green checkmarks appear on all actions.

3. Open the custom MoEngage Events table

   Go to your custom MoEngage Events table in Power Apps or D365.

4. Verify the new event record

   Confirm a new event record was created with all the mapped data.

5. Verify the lookup field

   Confirm the Lead lookup field correctly points to the Lead record.

   

Step 6: Enable MoEngage Streams

Once you have successfully tested the integration, enable MoEngage Streams to start sending real-time event data to your Power Automate webhook.

Configure MoEngage Streams

1. Copy the HTTP POST URL from Step 1 (your Power Automate webhook URL).
2. Follow the official MoEngage Streams documentation to enable and configure the stream: MoEngage Streams documentation.