Derived User Attributes

MoEngage, by default, generates a few of the user attributes. These are called derived user attributes. These can be used in segmentation and analytics as filters to segment the users.

If you have Portfolio enabled for your workspace, there are changes in the behaviour of Derived User Attributes. For more information, refer to Portfolio: Data Ingestion and Management.

Know more about the list of derived events and event attributes here.

User Attributes

Category-wise list of user attributes:

The Internal and External columns of the tables below refer to the specific methods or origins that can be used to create or update each user attribute, as defined below:

• Internally: Attributes are created or updated using the MoEngage SDK or are derived directly from internal platform activity.
• Externally: Attributes can be created or updated using external inputs, including:
  • MoEngage APIs (Track User API, etc.)
  • File imports
  • Partner integrations
  • Other compatible external sources.

Lifecycle

Display and Key name	Description	Created/updated internally*	You can update externally	You can create externally
First Seen (cr_t)	First seen time of the user. The time when the user is created in the MoEngage systems.	yes	no	yes
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.	yes	no	no
Last Seen (u_l_a)	The time of the most recent App/Site Open event for the user.	yes	no	yes
No. of Conversions (t_trans)	No. of conversion events done by the user, Conversion Goal can be modified on the settings page.	yes	no	no
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.	yes	no	no

Configure Lifetime Value (LTV)

LTV is a crucial metric that represents the total revenue a business expects to generate from a single customer account throughout their relationship with your brand. In MoEngage, you can calculate LTV directly within user profiles by mapping your revenue-generating events.

To configure LTV, perform the following steps:

1. Log in to the MoEngage dashboard and navigate to Settings > General Settings.
2. On the General settings page, navigate to the Goal mapping section.
3. In the Goal mapping section, select the following values:
   • In the Conversion goal field, select the specific event that signifies a revenue-generating action from your users (e.g., Product Purchased, Order Placed, Subscription Renewed).
   • In the Revenue attribute field, select the event attribute within that event that contains the actual monetary value of the transaction (e.g., price, total_amount, revenue).
   • In the Currency field, select the currency in which the monetary value is denominated (e.g., USD, EUR, INR). This ensures accurate aggregation and reporting of your LTV.
4. Click Save. After saving, MoEngage automatically aggregates the monetary values from the specified event attribute for each user. This aggregated sum will then be stored as the LTV user attribute in their respective user profiles.

• It is essential to set up your Goal Mapping in MoEngage before you ingest the relevant revenue data. If you don’t, LTV is not calculated for any historical data that was already ingested. This means only data ingested (including any backdated events) after your LTV goal mapping is configured contributes to the LTV attribute update.
• Currently, the LTV attribute calculated using the above method cannot be directly updated or overwritten using APIs or File Import.
• If your business requires a more complex or custom LTV calculation that cannot be achieved through the standard Goal Mapping feature, it is suggested to track a custom user attribute instead.

Acquisition & Uninstall

Display and Key Name	Description	Category	Created/updated internally*	You can update externally	You can create externally
Campaign Name (campaign_name)	Name of the campaign advertisement through which the user installed the app.	Acquisition	yes	no	yes
Publisher Name (publisher_name)	Name of the Publisher through which the user installed the app.	Acquisition	yes	no	yes
Install Status (installed)	Current install status of the user. If the user has the app installed on one of their devices or has been active on the web device then the value will be ‘True’. This derived attribute gives the overall install status at a user level. It differs from the device level ‘Install’ event which is tracked through MoEngage SDKs.	Uninstall	yes	no	no
Uninstall Time (uninstall_time)	The time when our system found a user has uninstalled the app.	Uninstall	yes	no	no
Device ReInstall	Tracked when a reinstall is detected on a device.	Uninstall	yes	no	no
User ReInstall	Tracked when an identified user has reinstalled the app.	Uninstall	yes	no	no

Reachability & Localization

Display and Key name	Description	Category	Created/updated internally*	You can update externally	You can create externally
Push Opt In Status (iOS) (Deprecated)	Push permission status of a user on an iOS device. Note: This attribute was used to track the subscription status of a user. This attribute is deprecated by March 12, 2024. This data can now be tracked using the Reachability Push iOS user attribute.	Reachability	yes	no	no
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.	Reachability	yes	no	no
Web Push Subscription Status (Deprecated) (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. Note: This attribute was used to track the subscription status of a user. This attribute is deprecated by March 12, 2024. This data can now be tracked using the Reachability Push Web user attribute.	Reachability	yes	yes	yes
Reachability Push Android (moe_rsp_android)	Reachability Push Android is True (200) when the user is reachable on at least one android device.	Android	yes	no	no
Reachability Push iOS (moe_rsp_ios)	Reachability Push iOS is True (200) when the user is reachable on at least one iOS device.	iOS	yes	no	no
Reachability Push Web (moe_rsp_web)	Reachability Push Web is True (200) when the user is reachable on at least one web device.	Web	yes	no	no
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.	Localization	yes	no	no
Last Known Country (moe_ip_country)	Localization	yes	no	no
Last Known Pincode/Zipcode (moe_ip_pin)	Localization	yes	no	no
Last Known State (moe_ip_subdivision)	Localization	yes	no	no
User TimeZone Offset (Mins) (moe_dtzo)	Difference of the user time zone with respect to GMT in minutes.	Localization	yes	no	no

The Location details, consisting of the last known city, country, pin-code/zipcode, and state acquired through an IP address, are updated at 30-minute intervals during every user session. It’s essential to note that the location details may vary if the person is traveling. The accuracy of the location details based on IP addresses falls within the range of 70-80%.

In case you require an accurate and persistent location, we suggest creating a custom attribute and tracking/updating the location details yourself using MoEngage data API, SDKs, File imports or other data sources.

Device Data & Email Suppression Type

Display and Key name	Description	Category	Created/updated internally*	You can update externally	You can create externally
Hard Bounce (moe_hard_bounce)	Denotes if emails to the user have hard bounced.	Email Suppression Type	no	yes	yes
Spam (moe_spam)	Denotes if the user has reported an email as spam.	Email Suppression Type	no	yes	yes
Unsubscribe (moe_unsubscribe)	Denotes if the user has unsubscribed from an email.	Email Suppression Type	no	yes	yes
Advertising Identifier (advertising_identifier)	Advertising Identifier of the device on which the app is installed. This is only available for iOS & Windows. If a user has multiple devices, the latest logged-in device’s value will be the value of this user attribute.	Device Data	yes	no	yes
Browser Details (moe_w_ds)	Browser details of web users include - Platform, Browser, and Manufacturer.	Device Data	yes	no	no
Google Advertising ID (moe_gaid)	Advertising Identifier of the device on which the app is installed. This is only available for Android. If a user has multiple devices, the latest logged-in device’s GAID will be the value of this user attribute.	Device Data	yes	no	yes
Mobile User (moe_mweb)	Denotes if the user accessed the website on mobile.	Device Data	yes	no	no

Tracked Standard Attribute

Tracked Standard Attribute - These attributes are tracked by clients in the standard Keys provided by MoEngage. These standard keys can be found in the integration docs.

Display and Key name	Description	Created/updated internally*	You can update externally	You can create externally
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.	no	yes	yes
User Creation Source (moe_cr_from)	Denotes the source through which a user was created. This is a standard attribute where MoEngage derives whether the user was created from SDK or Server to Server sources.	yes	no	no
Creation Source (moe_it)	Denotes the source through which a user was created. This is a standard attribute where MoEngage specifically derives whether the user was created from File Imports, Partner integration sources, etc.	yes	no	no
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	no	yes	yes
Name	Name of the user. This is a standard attribute where the name is provided by MoEngage, and the value is provided by the client.	no	yes	yes
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.	no	yes	yes
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.	no	yes	yes
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.	no	yes	yes
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.	no	yes	yes
Locale Country (locale_country_display)	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.	yes	no	no
Locale Language (locale_language_display)	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.	yes	no	no
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.	yes	no	no
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.	no	yes	yes
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.	no	yes	yes
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.	no	yes	yes
WhatsApp Subscription Status (moe_wa_subscription)	WhatsApp Subscription Status of the user. This is a standard attribute where the WhatsApp Subscription Status is tracked based on the user’s subscription preferences.	no	yes	yes
Email Unsubscribed Categories (moe_em_unsub_categories)	Unsubscribed email categories of the user	no	yes	yes
Best time to send Push (moe_ds_bts_push_hour)	Derived from MoEngage’s SherpaAI	yes	no	no
Best time to send Email (moe_ds_bts_email_hour)	Derived from MoEngage’s SherpaAI	yes	no	no
Best time to send SMS (moe_ds_bts_SMS_hour)	Derived from MoEngage’s SherpaAI	yes	no	no
Most Preferred Channel (moe_ds_mpc_best_channel)	Derived from MoEngage’s SherpaAI	yes	no	no

Mobile Number should be tracked as a string data type in E.164 format to work well in MoEngage systems.