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, TV |
| 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” Event Triggered Web Push. | Web, TV |
| App Exit | Tracked whenever App goes to background. | Android, iOS, TV |
| User Logout | Tracked when a user Logs out of the app/site or user reset. | Android, iOS, Web, TV |
| Push ID Register Android | Tracked when the MoEngage system registers the push ID for Android devices. Attribute registered_by has the status. | Android, TV (Android TV only) |
| 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, TV |
Acquisition & Uninstall
| Name | Description | Platform |
|---|---|---|
| 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, TV (Android TV only) |
| 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 |
| Subscribed to Web Push (Deprecated) | 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” Event Triggered Web Push. Note: This event was used to track when a user subscribes to Web Push notifications. This event will be deprecated by July, 2024. This data can now be tracked using Subscribed to push with Platfrom = Web. | Web |
| Unsubscribed from Web Push (Deprecated) | Tracked when a user directly unsubscribes from the website/chrome settings or GCM communicates that a push token is invalid. Note: This event was used to track when a user unsubscribes to Web Push notifications. This event is deprecated by July, 2024. This data can now be tracked using Unsubscribed to push with Platfrom = Web | 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 |
| Subscribed to Push | Tracked when a user subscribes to Push Notifications. Note: This event will not be generated for devices what when permission is granted by default. Eg. Android 12 and below devices | Android, iOS, Web |
| Unsubscribed to Push | Tracked when a user changes push permission for a device from Subscribed to Unsubscribed Note: This event will not be generated for devices where the permission is denied by default. | Android, iOS, 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 |
| 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. This is tracked uniquely for every user based on the user ID. | |
| Email Clicked | Tracked when a user clicks on any link in the email. | |
| Email Complained | Tracked when a user marks the email as spam. | |
| Email Delivered | Tracked when our system receives a delivery confirmation for the Email sent to a user from the ESP. | |
| Email Deferred | Tracked when the receiving server delayed acceptance of the email message. | |
| 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. | |
| ESP Dropped Request (Formerly Email Unsubscribe Drop) | Tracked when an email request was sent to the ESP and then dropped due to the email ID being part of the suppression list (Unsubscribe a hard bounce, marked complaint) at the ESP. The reason for the drop can be found in one of the following attributes: - UNSUBSCRIBED_DROPPED_REASON = “User part of Unsubscribe list on the ESP. (applicable to SendGrid and Netcore ESP) - HARD_BOUNCE_DROPPED_REASON = “User part of Bounce list on the ESP”. (applicable to SendGrid and Netcore ESP) - SPAM_DROPPED_REASON = “User part of Spam Complaint list on the ESP”. (applicable to SendGrid and Netcore ESP) - MANUAL_SUPPRESSION_DROPPED_REASON = “User added to Suppression Manually” (applicable only to Netcore ESP) | |
| Email Opened | Tracked when a user opens an email. | |
| Email Sent | Tracked when our system sends an email to a user. | |
| Email Soft Bounced | Tracked when our system finds an email is soft-bounced. Typically happens when there is a temporary delivery issue. This is tracked uniquely for every user based on the user ID. | |
| Email Subscription Category Updated | Tracked when a user updates their preferences for email subscription categories. | |
| Email Unsubscribed | Tracked when a user unsubscribes from receiving emails. | |
| Email Viewed in Browser | Tracked when a user clicks on the view in the browser link present in the email. | |
| Facebook Audience Synced | Tracked when Facebook API returns 2xx response for add or delete request to an audience. | |
| Google Ads Audience Synced | Tracked when the Google Ads API returns a 2xx response for an add or delete request to an audience. | Google Ads Audience |
| Mobile In-App Clicked | Tracked when a user clicks the In-App message | Android, iOS, TV |
| Mobile In-App Closed | Tracked when a user dismisses an In-App message by clicking on the close button on the device. | Android, iOS, TV |
| Mobile In-App Shown | Tracked when an In-App message is shown to the user on the device. | Android, iOS, TV |
| Mobile In-App Auto Dismissed | Tracked when the In-App message closes by itself after the time duration given while creating the campaign. | Android, iOS, TV |
| Notification Clicked Android | Tracked when a user clicks a notification on an Android device. | Android |
| Notification Clicked iOS | Tracked when a user clicks a notification on an iOS device. | iOS |
| Notification Clicked Web | Tracked when a user clicks a notification on the browser. | Web |
| Notification Clicked Windows | Tracked when a user clicks a notification on a Windows device. | Windows |
| Notification Dismissed iOS | Tracked when the user dismisses the notification on an 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 the App is in the foreground and the 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 iOS | Tracked when the Notification sending service accepts to send the notification on an iOS device. | iOS |
| On-site Message Shown | Tracked when an on-site messaging campaign is shown to a user. | Web, TV |
| On-site Message Clicked | Tracked when an on-site messaging campaign is clicked by a user. | Web, TV |
| On-site Message Closed | Tracked when an on-site messaging campaign is closed by a user. | Web, TV |
| On-site Message auto Dismissed | Tracked when the on-site message closes by itself after the time duration given while creating the campaign. | Web |
| Push Preference Changed iOS | Tracked when iOS device push preference is changed. It has a modified status. Note: This event is deprecated. It was used to track when a user unsubscribes to Push notifications.
| 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. alert_id, transaction_id, sender_name, reference_name | SMS |
| SMS Clicked | Tracked when a user clicks on any of the links in the SMS message body. | SMS |
| SMS Keyword Received | Tracks when the system receives a keyword as the response. | SMS |
| SMS Keyword Response Sent | Tracked when the system sent an SMS auto response message to a user. | SMS |
| User Entered Flow | Tracked when a user falls into 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 |
Billable Standard Events
Billable Standard Events are predefined events in MoEngage that are tracked by the platform at your request (For example, “Notification Dropped”). Unlike other derived events (automatically tracked) or custom events (sent by you via SDK or integrations), Billable Standard Events are generated when you ask MoEngage to capture certain specific events/actions. Each occurrence of these events contributes to your billed event count.Offer decisioning
| Name | Description | Channel / Platform |
|---|---|---|
| Offering Sent | Tracked when an offering is sent | Offer decisioning |
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, and TV. The platform is tracked with all events. |
| OS Type | The type of the OS this event was tracked on. For example Android, iOS, Roku, WebOS, AndroidTV, tvOS, Tizen, FireOS, VizioTV, and Xbox. |
| 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. For example, 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. |
- Some MoEngage-tracked events or system events (e.g., App/Site opened) have device information tracked as event attributes. Such event attributes are available for analysis and segmentation.
- Device attributes tracked by MoEngage SDKs are not available for analysis and segmentation.
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. |
| Version ID | Tracked when the journey campaign is run. Represents the Version Name that the journey campaign belong to |
| 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. |
| Reasons | Tracked when an email request is dropped from the ESP to convey the reason behind dropping the request. This is tracked as an attribute of the ‘ESP Dropped Request’ event |
| Email Subject | Represents the Subject of the Email Campaign. This is tracked as part of all Email Events |
| Channel Content Type | Represents the Content type (Transactional vs Promotional) for Email Campaigns. This is tracked as part of all Email Events |
| Campaign Type | Represents the Channel (Email, SMS, Push, etc…) through which the Campaign was sent. |
| Delivery Type | Represents the Delivery type (One-Time, Periodic, etc…) of the Campaign |
| Campaign Tags | Represents the Tags added to the Campaign. This is tracked in all Campaign Related Events |
Device Attributes
MoEngage SDKs collect the following device attributes:MoEngage SDKs collect the following device attributes at the device level; these attributes are linked to a specific device instance, not to the user’s profile:Available for SegmentationThe following device attributes are copied into user attributes and are available in segmentation as a user property:
- Advertising Identifier (iOS/Windows): Available as the “Advertising Identifier” user attribute
- moe_gaid (Android): Google Advertising ID
- Browser Details (moe_w_ds): For web users, includes platform, browser, and manufacturer
- Mobile User (moe_mweb): Whether the user accessed on mobile web
- iOS: IDFV, os_ver, device_tz, model, model_name
- Web/MWeb: os, os_platform, os_ver, model, device_ts, device_tz, push_id
- TV: os_key, moe_os_type, unique_id, push_id, status, OS_VERSION, MODEL, app_version
iOS
| Identifier | Information | Tracking Type |
|---|---|---|
| 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. | Default |
| IDFV | An alphanumeric string that uniquely identifies a device to the app’s vendor - IDFV (identifierForVendor) | Default |
| os_ver | Current iOS version of the device | Optional |
| device_tz | Device Timezone | Optional |
| model | Device model type eg:iPhone”/“iPad” | Optional |
| model_name | Specific Device Model Name eg:iPhone 7”,iPhone X” etc | Optional |
Android
| Identifier | Information | Tracking Type |
|---|---|---|
| OS Version | Current Android version of the device | Default |
| API level | — | Optional |
| Model Name | Device Model Name e.g. S22 | Optional |
| Product Name | Device Product Name e.g. Galaxy | Default |
| Manufacturer | Device Manufacturer e.g. Samsung | Default |
| Google Advertising Identifier (GAID) | GAID of the device | Default |
| GAID tracking status | GAID tracking status | Default |
| Carrier | Device Carrier e.g. Airtel, T-Mobile | Default |
| Device Density | Device screen density in PPI | Default |
| Device Width | Device width in pixel | Default |
| Device Height | Device height in pixel | Default |
| Android Id | — | Default |
| Network Type | Device Network Type e.g. 3G, 5G | Optional |
| Device Timezone | Device Time Zone e.g. PST, IST, GMT | Optional |
Web
| Identifier | Information | Tracking Type |
|---|---|---|
| os | Web / MWeb | Optional |
| os_platform | User Agent. Information about the browser. | Optional |
| os_ver | Browser Name | Optional |
| model | Browser Name | Optional |
| device_ts | Device Timestamp | Optional |
| device_tz | Device Timezone | Optional |
| push_id | Push token generated by SDK | Optional |
TV
| Identifier | Information | Tracking Type |
|---|---|---|
| os_key | The platform will be set to TV for all TV devices. | Optional |
| moe_os_type | The operating system of the TV device. | Optional |
| unique_id | — | Optional |
| push_id | Only present for Android TV and Amazon Fire TV | Default |
| status | Calculated based on re-install, uninstalls, and more. Default value: 1 | Optional |
| OS_VERSION | The OS version that is installed on the TV. | Optional |
| MODEL | The model name of the TV device. | Optional |
| app_version | The app version of the app where the event was tracked. | Optional |
- As of now, only the ADVERTISING IDENTIFIER is available on the dashboard for segmentation and analytics usage. IDFA and IDFV will not be collected if data tracking is opted out with GDPR opt-out methods.
- Attributes marked as optional under tracking type may or may not be tracked depending on end-user consent or SDK implementation.