Data Export Glossary

Introduction

With MoEngage Event Exports, you can forward events to various third-party tools. We offer the following capabilities:

1. MoEngage Streams - Streams allow you to forward events like user actions, campaign interaction events, and so on available in MoEngage to a pre-defined API endpoint in near real-time.
2. Data Warehouses - MoEngage supports multiple data warehouses as destinations to forward events directly to your tables. We support:
   1. Amazon Redshift
   2. Google BigQuery (via GCS)
   3. Snowflake
3. Cloud Storages - MoEngage also supports multiple cloud storages as destinations to forward events as JSON files in your buckets.
   1. Amazon S3
   2. Google Cloud Storages
   3. SFTP

Export Schema

The export schema depends on the type of destination. Each category (Data Warehouse, Cloud Storages, APIs) has a consistent schema to account for various MoEngage Events and User-Defined Events.

Streams (API)

MoEngage will make a Bulk API call to your provided API Endpoint. Here is the generic structure:

JSON

{
  "app_name": "The name of your app.",
  "source": "MOENGAGE",
  "moe_request_id": "MoEngage unique request id for each request.",
  "events": [
    {
      "event_name": "Name of your event",
      "event_code": "Event code",
      "event_uuid": "Unique code of this event. This helps in determining each unique event being captured by MoEngage.",
      "event_time": "EPOCH_TIMESTAMP_OF_EVENT_TRIGGERED_TIME_IN_UTC",
      "event_type": "CAMPAIGN_EVENT",
      "event_source": "MOENGAGE",
      "push_id": "Recipient device’s push token",
      "email_id": "Recipient's email ID",
      "mobile_number": "Recipient's mobile number",
      "uid": "MoEngage Customer ID",
      "event_attributes": {
        "campaign_id": "ID of the campaign",
        "campaign_name": "Name of the campaign",
        "campaign_type": "Type of the campaign",
        "campaign_channel": "Channel of the campaign"
      },
      "user_attributes": {
        "moengage_user_id": "MoEngage Internal User ID"
      },
      "device_attributes": {
        "moengage_device_id": "MoEngage Device ID"
      }
    }
  ]
}

Schema

Key Name	Description
app_name	The name of your app on MoEngage.
source	The source from which this event was captured.
moe_request_id	Unique MoEngage API Request ID.
events	Events object array.

Event Object Schema

Key Name	Description
event_name	The display name of the event.
event_code	The event code or the internal name of the event.
event_uuid	Unique code of the event that was captured.
event_time	The epoch timestamp when the event was captured.
event_type	The type of event: ACQUISITION CAMPAIGN_ACTIVITY LIFECYCLE REACHABILITY UNINSTALL USER_ACTION_EVENT
source	The source from which this event was captured.
push_id	The recipient’s device push token. This attribute will only be sent for PUSH-related Campaign Events.
email_id	The recipient’s email ID. This attribute will only be sent for EMAIL-related Campaign Events.
mobile_number	The recipient’s mobile number. This attribute will only be sent for SMS-related Campaign Events.
uid	MoEngage customer_id to uniquely identify a user in MoEngage.
event_attributes	Event attributes object in this format: attribute_name: value
user_attributes	User attributes object in this format: attribute_name: value
device_attributes	Device attributes object in this format: attribute_name: value

Event Attributes Object

The event attributes might vary according to the event being exported. Refer to the event definitions below to see which attributes are exported.

User Attributes Object

The user attributes might vary according to your configuration. Refer to the user properties definitions below to see which attributes are exported.

• moengage_user_id - This attribute is always exported. This is the internal MoEngage ID of your user.

Device Attributes Object

The device attributes might vary according to your configuration. Refer to the device properties definitions below to see which attributes are exported.

• moengage_device_id - This attribute is always exported. This is the internal Device ID of your user.

Data Warehouses Destinations

MoEngage will create a single table in your Data warehouse and export all your selected events to that table.

Amazon Redshift

We will create a table called moengage_events.

Snowflake

We will create a table called moe_events_<table_creation_timestamp>.

Table Structure

The overall structure of the table will remain fixed for all types of events. Any new user property or event attribute that is exported will be part of the user_attributes or event_attributes column respectively. All the events will be dumped in a single table containing all necessary information such as event names, event times, etc for easy analysis.

We follow the below generic schema:

• Any column beginning with event_attributes_ contains an event attribute. This will be followed by the event attribute name like event_attributes_campaign_name.
• Any column beginning with user_attributes_ contains a user attribute. This will be followed by the user attribute name like user_attributes_moengage_user_id.
• Any column beginning with device_attributes contains a device attribute. This will be followed by the device attribute name like device_attributes_moengage_device_id.
• We also have three JSON (or equivalent) fields called event_attributes, user_attributes, and device_attributes. Each of these fields contains raw JSON fields in the form of a dictionary.

Key Name	Type	Description	NULL
app_name	character varying(256)	The name of your app on MoEngage.	NOT NULL
device_attributes	Either of: super variant	Device attributes dictionary in JSON object format: JSON { "attribute": "value", "attribute": "value" }	NULL
device_attributes_ moengage_device_id	character varying(256)	This is the internal Device ID of your user.	NULL
email_address	character varying(256)	The recipient’s email ID. This attribute will only be sent for EMAIL-related Campaign Events.	NULL
event_attributes	Either of: super variant	Event attributes dictionary in JSON object format: JSON { "attribute": "value", "attribute": "value" }	NULL
event_attributes_ app_version	character varying(256)	Refer to common event attributes.	NULL
event_attributes_ campaign_channel	character varying(256)	Refer to common event attributes of campaign-related events.	NULL
event_attributes_ campaign_id	character varying(256)	Refer to common event attributes of campaign-related events.	NULL
event_attributes_ campaign_name	character varying(256)	Refer to common event attributes of campaign-related events.	NULL
event_attributes_ campaign_type	character varying(256)	Refer to common event attributes of campaign-related events.	NULL
event_attributes_ first_session	boolean	Refer to common event attributes.	NULL
event_attributes_ locale_id	character varying(256)	Tracked when the campaign is sent using Localization. Represents the id of the message locale.	NULL
event_attributes_ locale_name	character varying(256)	Tracked when the campaign is sent using Localization. Represents the name of the message locale.	NULL
event_attributes_ logged_in_status	character varying(256)	Refer to common event attributes.	NULL
event_attributes_ parent_campaign_id	character varying(256)	Refer to common event attributes of campaign-related events.	NULL
event_attributes_ parent_flow_id	character varying(256)	The flow ID. Refer to common event attributes of campaign-related events.	NULL
event_attributes_ parent_flow_name	character varying(256)	The name of the flow. Refer to common event attributes of campaign-related events.	NULL
event_attributes_ platform	character varying(256)	Refer to common event attributes.	NULL
event_attributes_ readable_campaign_id	character varying(256)	Refer to common event attributes of campaign-related events.	NULL
event_attributes_ sdk_version	character varying(256)	Refer to common event attributes.	NULL
event_attributes_ timestamp	Either of: - bigint - timestamp_ntz	Refer to common event attributes.	NULL
event_attributes_ url	character varying(256)	Tracked when display filter is selected in the in-app campaign.	NULL
event_attributes_ variation_id	character varying(256)	Represents the id of message variation. Refer to common event attributes of campaign-related events.	NULL
event_code	character varying(256)	The event code or the internal name of the event.	NOT NULL
event_name	character varying(256)	The display name of the event.	NOT NULL
event_source	character varying(256)	The source from which this event was captured.	NOT NULL
event_time	Either of: bigint timestamp_ntz	The epoch timestamp when the event was captured.	NOT NULL
event_type	character varying(256)	The type of event: - ACQUISITION - CAMPAIGN_ACTIVITY - LIFECYCLE - REACHABILITY - UNINSTALL - USER_ACTION_EVENT	NOT NULL
event_uuid	character varying(256)	Unique code of the event that was captured.	NOT NULL
mobile_number	character varying(256)	The recipient’s mobile number. This attribute will only be sent for SMS-related Campaign Events.	NULL
push_id	character varying(256)	The recipient’s device push token. This attribute will only be sent for push-related Campaign Events.	NULL
uid	character varying(256)	MoEngage customer_id to uniquely identify a user in MoEngage.	NULL
user_attributes	Either of: super variant	User attributes dictionary in JSON object format: JSON { "attribute": "value", "attribute": "value" }	NULL
user_attributes_ moengage_user_id	character varying(256)	This is the internal MoEngage ID of your user.	NULL

Google BigQuery (Generic)

MoEngage exports events to your BigQuery tables via GCS Buckets using the BigQuery Transfer File service. There are two ways you can create a table for your events in BigQuery:

1. Create a table specific to your exported events by using the schema of your exported files.
2. Create a table that has a generic schema.

If you want to create a generic schema and are unsure of your events, you can use this schema:

JSON

[
    {
        "mode": "NULLABLE",
        "name": "db_name",
        "type": "STRING"
    },
    {
        "mode": "NULLABLE",
        "name": "export_hour",
        "type": "INTEGER"
    },
    {
        "mode": "NULLABLE",
        "name": "export_day",
        "type": "DATE"
    },
    {
        "mode": "NULLABLE",
        "name": "event",
        "type": "JSON"
    },
    {
        "mode": "NULLABLE",
        "name": "app_name",
        "type": "STRING"
    },
    {
        "mode": "NULLABLE",
        "name": "export_doc_id",
        "type": "STRING"
    }
]

Cloud Storages Destinations

MoEngage will export compressed files to your cloud storage.

Generic Export Schema

• File format: .json.gz
• Each uncompressed file will have newline-delimited events in JSON format (each line is a single event).
• Each file can have multiple types of events in them. We don’t create a single file for each type of event.
• The event JSON format is described below:

JSON

{
    "app_name": "export_sample_files",
    "export_hour": "13",
    "export_doc_id": "63a186ac116xxxxb254fbb23",
    "db_name": "export_sample_files",
    "event": {
        "email_id": "[e-mail]",
        "uid": "user1",
        "event_type": "CAMPAIGN_EVENT",
        "event_code": "MOE_EMAIL_SENT",
        "event_name": "Email Sent",
        "user_attributes": {
            "moengage_user_id": "6387301exxxxxx6c828aee2c"
        },
        "event_source": "MOENGAGE",
        "event_attributes": {
            "campaign_name": "Test email1",
            "campaign_type": "GENERAL",
            "moe_campaign_channel": "Email",
            "moe_delivery_type": "One Time",
            "campaign_id": "63918ad73bbxxxxxxb728ede",
            "campaign_channel": "EMAIL"
        },
        "event_uuid": "ffbxxedc-4eb8-xxxx-xxxx-a0c87eaxxxxx",
        "event_time": 1668600246,
        "device_attributes": {
            "moengage_device_id": "test_device_id"
        }
    },
    "export_day": "2022-12-21"
}

Schema

Key Name	Description
app_name	The name of your app on MoEngage.
export_hour	The hour at which the export was created.
export_doc_id	The document ID of the export.
db_name	The name of your app on MoEngage.
export_day	The day on which the export was created.
event	Event object.

Event Object Schema

Key Name	Description
event_name	The display name of the event.
event_code	The event code or the internal name of the event.
event_uuid	Unique code of the event that was captured.
event_time	The epoch timestamp when the event was captured.
event_type	The type of event: ACQUISITION CAMPAIGN_ACTIVITY LIFECYCLE REACHABILITY UNINSTALL USER_ACTION_EVENT
event_source	The source from which this event was captured.
push_id	The recipient’s device push token. This attribute will only be sent for PUSH-related Campaign Events.
email_id	The recipient’s email ID. This attribute will only be sent for EMAIL-related Campaign Events.
mobile_number	The recipient’s mobile number. This attribute will only be sent for SMS-related Campaign Events.
uid	MoEngage customer_id to uniquely identify a user in MoEngage.
event_attributes	Event attributes dictionary in this format: attribute_name: value
user_attributes	User attributes dictionary in this format: attribute_name: value
device_attributes	Device attributes dictionary in this format: attribute_name: value

Event Attributes Object

The event attributes might vary according to the event being exported. Refer to the event definitions below to see which attributes are exported.

User Attributes Object

The user attributes might vary according to your configuration. Refer to the user properties definitions below to see which attributes are exported.

• moengage_user_id - This attribute is always exported. This is the internal MoEngage ID of your user.

Device Attributes Object

The device attributes might vary according to your configuration. Refer to the device properties definitions below to see which attributes are exported.

• moengage_device_id - This attribute is always exported. This is the internal Device ID of your user.

Amazon S3

MoEngage will create a pre-defined file path inside the folder you specify while setting up the S3 Exports.

We will dump files in the following locations:

s3://<your_bucket_name>/[<folder_path>_]<connection_name>/export_day=<DD-MM-YYYY>/event_exports_<export_timestamp>.json.gz

Google Cloud Storage

MoEngage will create a pre-defined file path in your GCS Bucket. We will dump files in the following locations:

gs://<your_bucket_name>/event-exports/<your_app_name>/<connection_id>/export_day=YYYY-MM-DD/export_hour=HH/<file-name>.json.gz

SFTP

MoEngage will create a pre-defined file path on your SFTP Server. We will dump files in the following locations:

sftp://<your_host_name>/[<folder_path>/]<connection_name>/export_day=<DD-MM-YYYY>/event_exports_<export_timestamp>.json.gz

Events Exported

All MoEngage-tracked attributes start with moe_.

User Attributes

Lifecycle

Key Name	Attribute Key	Description
First Seen	cr_tcr_t	First seen time of the user. The time when the user is created in MoEngage systems.
LTV	t_rev	Life Time Value of the user. This is the total sum of revenue attributes present in the App Conversion Goal event performed by a user. LTV is updated every time the app conversion goal event is executed by the user.
Last Seen	u_l_a	The time of the most recent App/Site Open event for the user.
No. of Conversions	t_trans	No. of conversion events done by the user, Conversion Goal can be modified on the settings page.
No. of Sessions	u_s_c	No.of sessions done by the user. This is the number of times a user has performed the App/Site Open event.

Acquisition and Uninstall

Key Name	Attribute Key	Description
Campaign Name	campaign_name	Name of the campaign advertisement through which the user installed the app.
Publisher Name	publisher_name	Name of the Publisher through which the user installed the app.
Install Status	installed	Current status of the user, If the user has the app installed on his device or user has been active on the web device.
Uninstall Time	uninstall_time	The time when our system found a user has uninstalled the app.
Device ReInstall	moe_d_r_ins	Tracked when a reinstall is detected on a device.
User ReInstall	moe_u_r_ins	Tracked when an identified user has reinstalled the app.

Reachability and Localization

Key Name	Attribute Key	Description
Push Opt In Status (iOS)	PUSH_PREFERENCE	Push permission status of a user on an iOS device.
Reachability Push Android	moe_rsp_android	Reachability status code for Android Push Notifications.
Reachability Push iOS	moe_rsp_ios	Reachability Push iOS is True (200) when the user is reachable on at least one iOS device.
Reachability Push Web	moe_rsp_web	Reachability Push Web is True (200) when the user is reachable on at least one web device.
Web Push Subscription Page URL	Web Subscription URL	Page URL of the web page on which a user subscribed to web push. Use it to find where the subscriptions are happening on your website or categorize your subscribers to send targeted notifications.
Web Push Subscription Status	moe_sub_w	Denotes the web push subscription status of a user - True / False. Use it to find your aggregate subscribers and users who unsubscribed after subscribing once.
Last Known City	moe_ip_city	This attribute is based on the user’s last known probable location, which is derived using reverse IP lookup.
Last Known Country	moe_ip_country
Last Known Pincode/Zipcode	moe_ip_pin
Last Known State	moe_ip_subdivision
User TimeZone Offset (Mins)	moe_dtzo	Difference of the user time zone with respect to GMT in minutes.

Device Data and Email Suppression Type

Key Name	Attribute Key	Description
Hard Bounce	moe_hard_bounce	Denotes if emails to the user have hard bounced.
Spam	moe_spam	Denotes if the user has reported an email as spam.
Unsubscribe	moe_unsubscribe	Denotes if the user has unsubscribed from an email.
Advertising Identifier	ADVERTISING_IDENTIFIER	Advertising Identifier of the device on which the app is installed. This is only available for iOS & Windows.
Browser Details	moe_w_ds	Browser details of web users include - Platform, Browser, and Manufacturer.
Google Advertising ID	MOE_GAID	Advertising Identifier of the device on which the app is installed. This is only available for Android.
Mobile User	moe_mweb	Denotes if the user accessed the website on mobile.

Tracked Standard Attributes

Key Name	Attribute Key	Description
Birthday	u_bd	Birth date of the user. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client.
Creation Source	moe_it	Denotes the source through which a user was created. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client.
Email (Standard)	u_em	Email address of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client
Email Unsubscribed Categories	moe_em_unsub_categories	Denotes the List of email categories user has unsubscribed.
First Name	u_fn	First Name of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Gender	u_gd	Gender of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
ID	uid	Unique Id that the app has set for a user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Last Name	u_ln	Last Name of the User. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Locale Country	LOCALE_COUNTRY_DISPLAY	The country of the user derived from the device locale settings, for example, The United States. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Locale Language	LOCALE_LANGUAGE_DISPLAY	The language of the user derived from device locale settings, for example, English. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Location	geo	Latitude and Longitude of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Mobile Number (Standard)	u_mb	Mobile Number of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.
Name	u_n	Full Name of the user. This is a standard attribute where the name is provided by MoEngage and the value is provided by the client.
SMS Subscription Status	moe_sms_subscription	SMS Subscription Status of the user. This is a standard attribute where the SMS Subscription Status is tracked based on the user’s subscription preferences.

Device Attributes

These are properties derived from your users’ device data. Note that these attributes will still be shown under user attributes in your exports.

iOS

Key Name	Attribute Key	Description	Optional
Advertising Identifier (iOS & Windows)	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.	Yes
IDFV	device_IDFV	An alphanumeric string that uniquely identifies a device to the app’s vendor - IDFV (identifier for vendor)	Yes
OS Version	os_ver	Current iOS version of the device	No
Device Timezone	moe_dtzo	Device Timezone	No
model	MODEL		No

Android

Key Name	Attribute Key	Description	Optional
OS Version	OS_VERSION	Current Android version of the device	Yes
API level	OS_API_LEVEL	Os API level/API version: Android API version 16, 20 etc	No
Manufacturer	manufacturer	Device Manufacturer e.g. Samsung	Yes
Google Advertising Identifier(GAID)	MOE_GAID	GAID of the device	Yes
Device Width	width	Device width in pixel	Yes
Device Height	height	Device height in pixel	Yes
Android Id	android_id	—	Yes
Network Type	networkType	Device Network Type e.g. 3G, 5G	No
Device Timezone	moe_dtzo	Device Time Zone e.g. PST, IST, GMT	No

Web

Key Name	Attribute Key	Description	Optional
os	os_key	Web / MWeb	No
os_platform	os_platform	User Agent. Information about the browser.	No
os_ver		Browser Name	No
model	MODEL	Browser Name	No
device_ts	device_ts	Device Timestamp	No
device_tz	device_tz	Device Timezone	No
push_id	push_id	Push token generated by SDK	No
mi_push_id	mi_push_id	Push ID for MI Devices	No

MoEngage (Standard) Events

MoEngage, by default, tracks a few standard events.

Common Event Attributes

These attributes are automatically tracked when MoEngage captures a standard event.

SDK Events

Key Name	Attribute Key	Description
App Version	appVersion	App version on which this event was tracked.
SDK Version	sdkVersion	MoEngage SDK version on which this event was tracked.
Platform	os	OS on which this event was tracked.
utm_source	moe_source	Source of a campaign e.g. search engine, newsletter, MoEngage.
utm_medium	moe_source_medium	Medium of a campaign e.g. CPC, email, push.
utm_campaign	moe_source_campaign_name	UTM Campaign name e.g. Summer sale
utm_id	moe_source_campaign_id	UTM campaign ID e.g. 12DSW55
utm_content	moe_source_content	Content information of the campaign e.g. logoclick
utm_term	moe_source_term	Term used for paid search e.g. red+shirt
First Session	moe_first_visit	Generated for all the events tracked with MoEngage web SDK. Value is True for the first session of the user only.
Logged In Status	moe_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.

Campaign Events

Key Name	Attribute Key	Description
Campaign Id	campaign_id	Id of the campaign associated with this event.
Campaign Name	campaign_name	Represents the name of the campaign, the message was part of.
Campaign Channel	campaign_channel	Represents the channel via which the campaign/message was sent.
Campaign Type	campaign_type	Represents the type of campaign, the message was part of.
Campaign Tags	moe_campaign_tags	Represents the comma-separated values of one or more tags that are attached to a campaign.
Readable Campaign Id	moe_campaign_id	Represents the id of the campaign, the message was part of.
Parent Campaign id	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	parent_flow_id	Tracked when the journey campaign is run. Represents the Flow ID of the parent journey campaign. - This attribute will only be sent for Flows-related events.
Parent Flow Name	parent_flow_name	Tracked when the journey campaign is run. Represents the flow name of the parent journey campaign. - This attribute will only be sent for Flows-related events.
Locale Id	locale_id	Tracked when the campaign is sent using Localization. Represents the id of the message locale.
Locale Name	locale_name	Tracked when the campaign is sent using Localization. Represents the name of the message locale.
Variation Id	variation_id	Tracked when a campaign is sent using A/B Testing. Represents the id of message variation.

Standard Events

These events are automatically tracked with MoEngage.

Lifecycle Events

Event Name	Event Code	Description	Platform
App/Site Opened	MOE_APP_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
Viewed Web Page	MOE_PAGE_VIEWED	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
App Exit	MOE_APP_EXIT	Tracked whenever the App goes to background.	Android, iOS
User Logout	MOE_LOGOUT	Tracked when a user Logs out of the app/site or user reset.	Android, iOS, Web
Push ID Register Android	TOKEN_EVENT	Tracked when the MoEngage system registers the push ID for Android devices. Attribute registered_by has the status.	Android
User Merged	MOE_USER_MERGED	Tracked for a known user whenever a MoEngage user object is merged with it.	User Merging
App Update	UPDATE	Tracked when a user updates the App.	Android, iOS

Acquisition and Uninstall Events

Event Name	Event Code	Description	Platform
Install	INSTALL	Tracked when a user installs the app on the device.	Android, iOS
Device ReInstall	REINSTALL	Tracked when a reinstall is detected on a device.	Android, iOS
Device Uninstall	Device Uninstall	Tracked when a user uninstalls the app on a device.	Android, iOS
User ReInstall	MOE_USER_REINSTALL	Tracked when a reinstall is detected for an identified user in MoEngage.	Android, iOS

Reachability Events

Event Name	Event Code	Description	Platform
Accepted Web Push Soft-ask	MOE_WEB_OPTIN_ACCEPTED	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	MOE_WEB_OPTIN_CLOSED	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	MOE_OPT_IN_BLOCKED	Tracked when a user denies receiving push notifications on the Web.	Web
Dismissed Web Push Subscription	MOE_OPT_IN_DISMISSED	Tracked when a user dismisses the push subscription prompt.	Web
Overlay clicked in 1-click HTTP subscription	MOE_HTTP_OVERLAY_CLICKED	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	MOE_HTTP_OVERLAY_SHOWN	Tracked when a user views a Subscription Message on your website as part of the HTTP Push Subscription flow.	Web
Subscribed to Web Push	MOE_USER_SUBSCRIBED	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.	Web
Unsubscribed from Web Push	MOE_WEB_UNSUBSCRIBED	Tracked when a user directly unsubscribes from the website/chrome settings or GCM communicates that a push token is invalid.	Web
Viewed Web Push Soft-ask	MOE_WEB_OPTIN_BANNER_LOAD	Tracked when a user views the Push Permission Soft-ask on your website as part of the 2-step Push Opt-in mechanism.	Web

Campaign Activity Events

Event Name	Event Code	Description	Platform
Allowed Web Push Subscription	MOE_OPT_IN_ALLOWED	Tracked when a user allows receiving push notifications on the Web.	Web
Displayed Web Push Subscription	MOE_OPT_IN_SHOWN	When hard ask is shown to the user.	Web
Onsite Message Template clicked	MOE_ONSITE_MESSAGE_CLICKED	On clicking the Onsite Messaging template.	Web
Onsite Message Template shown	MOE_IN_APP_SHOWN	On a load of Onsite Messaging template.	Web
Card Clicked	MOE_CARD_CLICKED	Tracked when the user clicks the Card in the App Inbox.	Android, iOS
Card Delivered	MOE_CARD_DELIVERED	Tracked when a Card is delivered to the App Inbox after the user has opened the Inbox.	Android, iOS
Card Sent	MOE_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	MOE_CARD_IMPRESSION	Tracked when the user views a Card or scrolls down to it in the App Inbox.	Android, iOS
Connector Sent	WEBHOOK_SENT	Tracked when a connector was sent successfully.	Connector
Email Bounced	MOE_EMAIL_HARD_BOUNCE	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
Email Clicked	MOE_EMAIL_CLICK	Tracked when a user clicks on any link in the email.	Email
Email Complained	MOE_EMAIL_SPAM	Tracked when a user marks the email as spam.	Email
Email Deferred	MOE_EMAIL_DEFERRED	Tracked when the receiving server delayed acceptance of the email message.	Email
Email Delivered	MOE_EMAIL_DELIVERED	Tracked when an email is delivered to the user.	Email
Email Dropped	MOE_EMAIL_DROP	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.	Email
Email Opened	MOE_EMAIL_OPEN	Tracked when a user opens an email.	Email
Email Sent	MOE_EMAIL_SENT	Tracked when our system sends an email to a user.	Email
Email Soft Bounced	MOE_EMAIL_SOFT_BOUNCE	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
Email Subscription Category Updated	MOE_EMAIL_SUBSCRIPTION_UPDATED	Tracked when a user updates their preferences for email subscription categories.	Email
Email Unsubscribed	MOE_EMAIL_UNSUBSCRIBE	Tracked when a user unsubscribes from receiving emails.	Email
Email Unsubscribe Drop	MOE_EMAIL_DROPPED_UNSUBSCRIBE	Tracked when an email is dropped because the user is part of an unsubscribe list. This is tracked at SendGrid. This event is currently under BETA.	Email
Email Viewed in Browser	MOE_EMAIL_VIB	Tracked when a user clicks on the view in the browser link present in the email.	Email
Facebook Audience Synced	MOE_FB_AUDIENCE_SYNC	Tracked when Facebook API returns 2xx response for add or delete request to an audience.	Facebook
Google Ads Audience Synced	MOE_GOOGLE_ADS_AUDIENCE_SYNC	Tracked when the Google Ads API returns a 2xx response for an add or delete request to an audience.	Google Ads Audience
In-App Clicked Android	MOE_IN_APP_CLICKED	Tracked when a user clicks In-App message on an Android device.	Android
In-App Clicked iOS	iOS_IN_APP_CLICKED	Tracked when a user clicks In-App message on an iOS device.	iOS
In-App Clicked Windows	WINDOWS_IN_APP_CLICKED	Tracked when a user clicks In-App message on a Windows device.	Windows
In-App Closed Android	MOE_IN_APP_DISMISSED	Tracked when a user dismisses an In-App message by clicking on the close button on an Android device.	Android
In-App Closed iOS	iOS_IN_APP_CLOSE_CLICKED	Tracked when a user dismisses an In-App message by clicking on the close button on an iOS device.	iOS
In-App Closed Windows	WINDOWS_IN_APP_CLOSE_CLICKED	Tracked when a user dismisses an In-App message by clicking on the close button on a Windows device.	Windows
In-App Shown Android	MOE_IN_APP_SHOWN	Tracked when an In-App message is shown to the user on an Android device.	Android
In-App Shown iOS	iOS_IN_APP_SHOWN	Tracked when an In-App message is shown to the user on an iOS device.	iOS
In-App Shown Windows	WINDOWS_IN_APP_SHOWN	Tracked when an In-App message is shown to the user on a Windows device.	Windows
Notification Clicked Android	NOTIFICATION_CLICKED_MOE	Tracked when a user clicks a notification on an Android device.	Android
Notification Clicked iOS	NOTIFICATION_CLICKED_IOS_MOE	Tracked when a user clicks a notification on an iOS device.	iOS
Notification Clicked Web	NOTIFICATION_CLICKED_WEB_MOE	Tracked when a user clicks a notification on the browser.	Web
Notification Clicked Windows	NOTIFICATION_CLICKED_WINDOWS_MOE	Tracked when a user clicks a notification on a Windows device.	Windows
Notification Dismissed iOS	NOTIFICATION_DISMISSED_IOS_MOE	Tracked when the user dismisses the notification on an iOS device.	iOS
Notification Received Android	NOTIFICATION_RECEIVED_MOE	Tracked when a user receives a notification on an Android device.	Android
Notification Received iOS App Active	NOTIFICATION_RECEIVED_IOS_APP_ACTIVE	Tracked when the app is in foreground and the user receives the notification on iOS.	iOS
Notification Received iOS	NOTIFICATION_RECEIVED_MOE	Tracked when a user receives a notification on an iOS device.	iOS
Notification Received Web	NOTIFICATION_RECEIVED_WEB_MOE	Tracked when a user receives a notification on a browser.	Web
Notification Sent Windows		Tracked when a user receives a notification on a Windows device.	Windows
Notification Sent iOS	n_i_s	Tracked when a user receives a notification on an iOS device.	iOS
Notification Swiped Android	NOTIFICATION_CLEARED_MOE	Tracked when a notification is dismissed by the user with a swipe gesture on Android.	Android
On-site Message Shown	MOE_ONSITE_MESSAGE_SHOWN	Tracked when an on-site messaging campaign is shown to a user.	Web
On-site Message Clicked	MOE_ONSITE_MESSAGE_CLICKED	Tracked when an on-site messaging campaign is clicked by a user.	Web
On-site Message Closed	MOE_ONSITE_MESSAGE_DISMISSED	Tracked when an on-site messaging campaign is closed by a user.	Web
Push Preference Changed iOS	MO_PUSH_PREFERENCE_CHANGED	Tracked when iOS device push preference is changed. It has a modified status.	iOS
Web Personalization Message Shown	MOE_WEBP_MESSAGE_SHOWN	Tracked when a web personalization campaign is shown to a user.	Web
Web Personalization Message Clicked	MOE_WEBP_MESSAGE_CLICKED	Tracked when a web personalization campaign is clicked by a user.	Web
Web Personalization Message Closed	MOE_WEBP_MESSAGE_DISMISSED	Tracked when a web personalization campaign is closed by a user.	Web
Web Personalization Message Delivered	MOE_WEBP_MESSAGE_DELIVERED	Tracked when a web personalization campaign is delivered to the user.	Web
SMS Delivered	SMS_DELIVERED	Tracked when our system receives a delivery receipt for the SMS sent to a user.	SMS
SMS Delivery Failed	MOE_SMS_DELIVERY_FAILED	Tracked when our system receives a delivery failure receipt for the SMS sent to a user.	SMS
SMS Sent	SMS_SENT	Tracked when our system sends an SMS to a user.	SMS
SMS Clicked	MOE_SMS_CLICKED	Tracked when a user clicks on any of the links in the SMS message body.	SMS
User Entered Flow	USER_ENTERED_FLOW	Tracked when a user falls in the target audience and has qualified for the entry in the Flow.	Flows
User Exited Flow	USER_EXITED_FLOW	Tracked when a user exits from a Stop Cell of the Flow.	Flows
The user was removed from the campaign due to the control group	MOE_CAMPAIGN_USER_REMOVED _DUE_TO_CONTROL_GROUP	Generated while sending a campaign out with the control group defined.	Flows/Campaign Channels
User added to control group	MOE_CAMPAIGN_CONTROL_GROUP	Generated while creating a global control group.	Flows/Campaign Channels
The user removed from the control group	MOE_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	MOE_WHATSAPP_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	MOE_WHATSAPP_DELIVERED	Tracked when a WhatsApp Message is delivered to a user.	Flows/Campaign Channels
WhatsApp Message Delivery Failed	MOE_WHATSAPP_DELIVERY_FAILED	Tracked when the provider failed to send/deliver a WhatsApp Message for a user.	Flows/Campaign Channels
WhatsApp Message Read	MOE_WHATSAPP_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	MOE_WHATSAPP_SENT	Tracked when a WhatsApp message is sent to a user.	Flows/Campaign Channels

User-Defined (Custom) Events

Common Event Attributes

These attributes are automatically tracked when you track a custom/user-defined event.

Key Name	Attribute Key	Description
App Version	appVersion	App version on which this event was tracked.
SDK Version	sdkVersion	MoEngage SDK version on which this event was tracked.
MOE Event Category	moe_event_category	Represents the Event category - Example: Tracked User Events
MOE Event Source	moe_event_source	Represents the Event Source - Example: s2s, INTERNAL