Documentation

Developers

API References
Data Subject Request API

Data Subject Request API Version 1 and 2

Data Subject Request API Version 3

Platform API

Platform API Overview

Accounts

Apps

Audiences

Calculated Attributes

Data Points

Feeds

Field Transformations

Services

Users

Workspaces

Warehouse Sync API

Warehouse Sync API Overview

Warehouse Sync API Tutorial

Warehouse Sync API Reference

Data Mapping

Warehouse Sync SQL Reference

Warehouse Sync Troubleshooting Guide

ComposeID

Warehouse Sync API v2 Migration

Bulk Profile Deletion API Reference

Calculated Attributes Seeding API

Custom Access Roles API

Data Planning API

Group Identity API Reference

Pixel Service

Profile API

Events API

mParticle JSON Schema Reference

IDSync

Client SDKs
AMP

AMP SDK

Android

Initialization

Configuration

Network Security Configuration

Event Tracking

User Attributes

IDSync

Screen Events

Commerce Events

Location Tracking

Media

Kits

Application State and Session Management

Data Privacy Controls

Error Tracking

Opt Out

Push Notifications

WebView Integration

Logger

Preventing Blocked HTTP Traffic with CNAME

Linting Data Plans

Troubleshooting the Android SDK

API Reference

Upgrade to Version 5

Cordova

Cordova Plugin

Identity

Direct Url Routing

Direct URL Routing FAQ

Web

Android

iOS

Flutter

Getting Started

Usage

API Reference

React Native

Getting Started

Identity

Roku

Getting Started

Identity

Media

iOS

Initialization

Configuration

Event Tracking

User Attributes

IDSync

Screen Tracking

Commerce Events

Location Tracking

Media

Kits

Application State and Session Management

Data Privacy Controls

Error Tracking

Opt Out

Push Notifications

Webview Integration

Upload Frequency

App Extensions

Preventing Blocked HTTP Traffic with CNAME

Linting Data Plans

Troubleshooting iOS SDK

Social Networks

iOS 14 Guide

iOS 15 FAQ

iOS 16 FAQ

iOS 17 FAQ

iOS 18 FAQ

API Reference

Upgrade to Version 7

Xbox

Getting Started

Identity

Unity

Upload Frequency

Getting Started

Opt Out

Initialize the SDK

Event Tracking

Commerce Tracking

Error Tracking

Screen Tracking

Identity

Location Tracking

Session Management

Web

Initialization

Content Security Policy

Configuration

Event Tracking

User Attributes

IDSync

Page View Tracking

Commerce Events

Location Tracking

Media

Kits

Application State and Session Management

Data Privacy Controls

Error Tracking

Opt Out

Custom Logger

Persistence

Native Web Views

Self-Hosting

Multiple Instances

Web SDK via Google Tag Manager

Preventing Blocked HTTP Traffic with CNAME

Facebook Instant Articles

Troubleshooting the Web SDK

Browser Compatibility

Linting Data Plans

API Reference

Upgrade to Version 2 of the SDK

Xamarin

Getting Started

Identity

Web

Alexa

Server SDKs

Node SDK

Go SDK

Python SDK

Ruby SDK

Java SDK

Tools

mParticle Command Line Interface

Linting Tools

Smartype

Media SDKs

Android

Web

iOS

Quickstart
Android

Overview

Step 1. Create an input

Step 2. Verify your input

Step 3. Set up your output

Step 4. Create a connection

Step 5. Verify your connection

Step 6. Track events

Step 7. Track user data

Step 8. Create a data plan

Step 9. Test your local app

HTTP Quick Start

Step 1. Create an input

Step 2. Create an output

Step 3. Verify output

iOS Quick Start

Overview

Step 1. Create an input

Step 2. Verify your input

Step 3. Set up your output

Step 4. Create a connection

Step 5. Verify your connection

Step 6. Track events

Step 7. Track user data

Step 8. Create a data plan

Java Quick Start

Step 1. Create an input

Step 2. Create an output

Step 3. Verify output

Node Quick Start

Step 1. Create an input

Step 2. Create an output

Step 3. Verify output

Python Quick Start

Step 1. Create an input

Step 2. Create an output

Step 3. Verify output

Web

Overview

Step 1. Create an input

Step 2. Verify your input

Step 3. Set up your output

Step 4. Create a connection

Step 5. Verify your connection

Step 6. Track events

Step 7. Track user data

Step 8. Create a data plan

Guides
Partners

Introduction

Outbound Integrations

Outbound Integrations

Firehose Java SDK

Inbound Integrations

Kit Integrations

Overview

Android Kit Integration

JavaScript Kit Integration

iOS Kit Integration

Data Hosting Locations

Compose ID

Glossary

Migrate from Segment to mParticle

Migrate from Segment to mParticle

Migrate from Segment to Client-side mParticle

Migrate from Segment to Server-side mParticle

Segment-to-mParticle Migration Reference

Rules Developer Guide

API Credential Management

The Developer's Guided Journey to mParticle

Guides

Getting Started

Create an Input

Start capturing data

Connect an Event Output

Create an Audience

Connect an Audience Output

Transform and Enhance Your Data

Platform Guide
The New mParticle Experience

The new mParticle Experience

The Overview Map

Observability

Observability Overview

Observability User Guide

Observability Span Glossary

Introduction

Data Retention

Connections

Activity

Live Stream

Data Filter

Rules

Tiered Events

mParticle Users and Roles

Analytics Free Trial

Troubleshooting mParticle

Usage metering for value-based pricing (VBP)

Analytics

Introduction

Setup

Sync and Activate Analytics User Segments in mParticle

User Segment Activation

Welcome Page Announcements

Settings

Project Settings

Roles and Teammates

Organization Settings

Global Project Filters

Portfolio Analytics

Analytics Data Manager

Analytics Data Manager Overview

Events

Event Properties

User Properties

Revenue Mapping

Export Data

UTM Guide

Query Builder

Data Dictionary

Query Builder Overview

Modify Filters With And/Or Clauses

Query-time Sampling

Query Notes

Filter Where Clauses

Event vs. User Properties

Group By Clauses

Annotations

Cross-tool Compatibility

Apply All for Filter Where Clauses

Date Range and Time Settings Overview

Understanding the Screen View Event

Analyses

Analyses Introduction

Segmentation: Basics

Getting Started

Visualization Options

For Clauses

Date Range and Time Settings

Calculator

Numerical Settings

Segmentation: Advanced

Assisted Analysis

Properties Explorer

Frequency in Segmentation

Trends in Segmentation

Did [not] Perform Clauses

Cumulative vs. Non-Cumulative Analysis in Segmentation

Total Count of vs. Users Who Performed

Save Your Segmentation Analysis

Export Results in Segmentation

Explore Users from Segmentation

Funnels: Basics

Getting Started with Funnels

Group By Settings

Conversion Window

Tracking Properties

Date Range and Time Settings

Visualization Options

Interpreting a Funnel Analysis

Funnels: Advanced

Group By

Filters

Conversion over Time

Conversion Order

Trends

Funnel Direction

Multi-path Funnels

Analyze as Cohort from Funnel

Save a Funnel Analysis

Explore Users from a Funnel

Export Results from a Funnel

Cohorts

Getting Started with Cohorts

Analysis Modes

Save a Cohort Analysis

Export Results

Explore Users

Saved Analyses

Manage Analyses in Dashboards

Journeys

Getting Started

Event Menu

Visualization

Ending Event

Save a Journey Analysis

Users

Getting Started

User Activity Timelines

Time Settings

Export Results

Save A User Analysis

Dashboards

Dashboards––Getting Started

Manage Dashboards

Organize Dashboards

Dashboard Filters

Scheduled Reports

Favorites

Time and Interval Settings in Dashboards

Query Notes in Dashboards

User Aliasing

Analytics Resources

The Demo Environment

Keyboard Shortcuts

Tutorials

Analytics for Marketers

Analytics for Product Managers

Compare Conversion Across Acquisition Sources

Analyze Product Feature Usage

Identify Points of User Friction

Time-based Subscription Analysis

Dashboard Tips and Tricks

Understand Product Stickiness

Optimize User Flow with A/B Testing

User Segments

APIs

User Segments Export API

Dashboard Filter API

IDSync

IDSync Overview

Use Cases for IDSync

Components of IDSync

Store and Organize User Data

Identify Users

Default IDSync Configuration

Profile Conversion Strategy

Profile Link Strategy

Profile Isolation Strategy

Best Match Strategy

Aliasing

Data Master
Group Identity

Overview

Create and Manage Group Definitions

Introduction

Catalog

Live Stream

Data Plans

Data Plans

Blocked Data Backfill Guide

Personalization
Predictive Attributes

Predictive Attributes Overview

Create Predictive Attributes

Assess and Troubleshoot Predictions

Use Predictive Attributes in Campaigns

Predictive Audiences

Predictive Audiences Overview

Using Predictive Audiences

Introduction

Profiles

Calculated Attributes

Calculated Attributes Overview

Using Calculated Attributes

Create with AI Assistance

Calculated Attributes Reference

Audiences

Audiences Overview

Real-time Audiences

Standard Audiences

Journeys

Journeys Overview

Manage Journeys

Download an audience from a journey

Audience A/B testing from a journey

Journeys 2.0

Warehouse Sync

Data Privacy Controls

Data Subject Requests

Default Service Limits

Feeds

Cross-Account Audience Sharing

Approved Sub-Processors

Import Data with CSV Files

Import Data with CSV Files

CSV File Reference

Glossary

Video Index

Analytics (Deprecated)
Identity Providers

Single Sign-On (SSO)

Setup Examples

Settings

Debug Console

Data Warehouse Delay Alerting

Introduction

Developer Docs

Introduction

Integrations

Introduction

Rudderstack

Google Tag Manager

Segment

Data Warehouses and Data Lakes

Advanced Data Warehouse Settings

AWS Kinesis (Snowplow)

AWS Redshift (Define Your Own Schema)

AWS S3 Integration (Define Your Own Schema)

AWS S3 (Snowplow Schema)

BigQuery (Snowplow Schema)

BigQuery Firebase Schema

BigQuery (Define Your Own Schema)

GCP BigQuery Export

Snowflake (Snowplow Schema)

Snowplow Schema Overview

Snowflake (Define Your Own Schema)

APIs

Dashboard Filter API (Deprecated)

REST API

User Segments Export API (Deprecated)

SDKs

SDKs Introduction

React Native

iOS

Android

Java

JavaScript

Python

Object API

Developer Basics

Aliasing

Calculated Attributes Overview

A calculated attribute (CA) measure users’ aggregate behaviors, and store this information in new user attributes, such as customer lifetime value, total games played or content watched, or the last product viewed. You define a calculated attribute in mParticle and, once activated, they are computed automatically over time by using the raw data stream of events and user information. Once you’ve created calculated attributes, you can use them as segmentation criteria in Audiences, Profile API, or connect them downstream to any of your tools. This is incredibly powerful, and can be set up with a few button clicks–no SQL, no pipeline management.

You can define calculated attributes to track almost anything on an individual user, from counting the number of logins in the last 30 days or knowing the last product category viewed, to more complex calculations like the customer’s average order revenue or the most frequent purchase.

Calculated attributes provide value in many ways:

  • Enabling and targeting personalized campaigns with an always-on understanding of the customer’s behavior
  • Helping marketers, product managers and data scientists better understand customer behavior and interactions with their brand
  • Standardizing calculated values across the entire marketing and analytics stack, across platforms and tools

The following video explains how calculated attributes help you quickly generate customer insights without needing any developer resources:

Calculated attributes basics

A calculated attribute contains the following elements that you define:

  • Name: a descriptive label for the calculated attribute. Once activated, the name can’t be changed.
  • Description: an optional text field to describe the attribute.
  • Calculation definition: The logic for computing the attribute: the calculation type, criteria, and the date range. For example, you might specify a sum calculation type.
  • Status: Calculated attributes are created as drafts, indicating that they are not being calculated. When you change a calculated attribute status to active, mParticle starts calculating the attributes and you can use them across the mParticle platform and downstream.

Scope

Calculated attributes are defined and calculated per workspace; calculations use data available within the same workspace where they are defined. You can create calculated attributes with the same name and functionality in multiple workspaces.

Initialization

After you activate a calculated attribute, it initializes using existing data in the mParticle CDP along with any seeded value that was sent using Seeding API. Depending on the date range selected in the calculated attribute definition, this can take several hours. After initialization, calculated attributes continue to recalculate with new data.

Calculation speed

Calculations are either synchronous (sent with the batch of data being processed) or asynchronous (sent with the next batch):

  • Synchronous calculations are evaluated immediately and updated values are included in the same outgoing event batch.
  • Asynchronous calculations are evaluated with a small delay (usually a few minutes) and updated values are included in the next outgoing event batch or when the feed input named Calculated Attributes is connected (more about this feed). If your event output doesn’t support the Calculated Attributes feed, user attribute values may grow stale until mParticle receives the next event or batch for the relevant user.

Calculation categories

We currently support 13 calculations organized into four categories:

  • Count: calculate the number of times an event has occurred, such as the number of logins or cart views.
  • Aggregation: calculate a standard statistic about an event attribute such as sum, minimum, or maximum.
  • Occurrence: calculate the timestamp for an event, or the first or last value or timestamp.
  • List: calculate the unique list of values for an event attribute. For example, all the unique game titles played or unique product categories viewed.

For a list of calculations and details about each, see Calculated Attributes Reference.

For an overview of how to use calculation categories, view the following video:

Calculation date range

Calculated attributes can apply to a date range that you choose:

  • Within the Last: limit calculations to a rolling window of time (days or weeks). For example, “most frequent product categories viewed over the last 30 days.” This will maintain calculations over that specified period of time.
  • Since: limit calculations to the period of a specified start date to now.

    Note that above the date range selection drop-downs, the UI displays the date that data was first ingested into mParticle. You can choose a date earlier than the first date that data was ingested, however, mParticle only calculates as of the earliest ingestion date.

  • All time: calculate based on all the data available per your long-term data retention policy. This option is only available if you have the Unlimited Lookback feature.

Conditional logic

After selecting an event, you can add conditions to the attribute in order to more precisely define results. For example, a retailer creating a calculated attribute might use the Contains operator with a Count attribute to count only the purchases that contain “Sock” in the product name. For a complete list of operators for the four categories of attributes (Count, Aggregation, Occurrence, and List), see Conditions.

Calculation attribute seeding

Seeding allows you to pass in historic values for calculated attributes that mParticle builds on as new data arrives, without passing in the raw events. Seeding allows you to transition from your own calculations to mParticle calculation. For example, you may have data from outside mParticle about the last four months’ bookings. You can create a calculated attribute, then send the seed data to mParticle using the Calculated Attributes Seeding API. mParticle then combines your seed data and live data so there’s no interruption.

You can seed calculated attributes in both draft (recommended) and active states; the calculated attribute must exist before you can seed it.

Seeding requires two pieces of information:

  • The seed values: the values required to calculate the attribute.
  • The seed cut-off date: any data prior to this date is processed by your team into seed values, and mParticle only uses live data on or after this date in the calculation, combining the result with seed values. Using the correct cut-off date ensures an accurate transition into mParticle and avoids duplications of data in calculating a calculated attribute.

Note the following calculated attribute behavior:

  • After a calculated attribute is already in an active status, receiving data via historical API doesn’t automatically trigger a recalculation. You must either create a new or update the definition of the calculated attribute to trigger a recalculation.
  • Seeding of a rolling time window is not supported. Thus, seeded values don’t decrement when they pass out of the calculated attribute window, for example a calculated attribute date range of “within the last 4 weeks.”

Forwarding calculated attributes in an audience integration

If a partner supports user attribute forwarding, you can forward calculated attributes in an audience integration alongside user attributes. Different partners have implemented user attribute forwarding in different ways.

For example, Salesforce uses a separate data extension while Google BigQuery uses the configuration setting Send User Attributes.

Use Case Guide

To walk through several different scenarios for using calculated attributes, download the Calculated Attributes Use Case Guide.

Was this page helpful?

    Last Updated: December 5, 2024