Derived Events & Attributes

MoEngage, by default, generates a few of the events and attributes. These are called derived events and derived attributes. These can be used in segmentation and analytics as filters to segment the users. Know more about List of derived User attributes here.

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
Email Clicked	Tracked when a user clicks on any link in the email.	Email
Email Complained	Tracked when a user marks the email as spam.	Email
Email Delivered	Tracked when our system receives a delivery confirmation for the Email sent to a user from the ESP.	Email
Email Deferred	Tracked when the receiving server delayed acceptance of the email message.	Email
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.	Email
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
Email Opened	Tracked when a user opens an email.	Email
Email Sent	Tracked when our system sends an email to a user.	Email
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
Email Subscription Category Updated	Tracked when a user updates their preferences for email subscription categories.	Email
Email Unsubscribed	Tracked when a user unsubscribes from receiving emails.	Email
Email Viewed in Browser	Tracked when a user clicks on the view in the browser link present in the email.	Email
Facebook Audience Synced	Tracked when Facebook API returns 2xx response for add or delete request to an audience.	Facebook
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
Offering Clicked	Tracked when a user clicks an offering.	Android, iOS, Web
Offering Shown	Tracked when an offering is shown to the user.	Android, iOS, Web
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. Subscribed to push event with platform attribute as iOS Unsubscribed to push event with platform attribute as iOS	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. 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. Since Billable Standard Events are tracked on demand, you need to create a support ticket to enable one or more of the Billable Standard Events. Note that data will be available only from the date the event is enabled as per your request.

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

Not Available for SegmentationAll other device attributes listed below are not available as user attributes in segmentation:

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.

​Events / User Activity

​Lifecycle

​Acquisition & Uninstall

​Reachability

​Campaign Activity

​Billable Standard Events

​Event Attributes

​For SDK Events

​For Campaign Events

​Device Attributes

​iOS

​Android

​Web

​TV