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

Journeys Overview

Use Journeys to move away from simple cross-channel engagement toward an organization-wide customer journey strategy. Journeys help you to perform journey analysis, testing, and orchestration in a single workflow:

  • Your campaign needs to reach customers who are spread across many channels, or your customer data about them is coming in from many different sources.
  • You want to use a visual tool to create your campaign.
  • You want to define a series of audiences based on different criteria in order to take different actions as part of the same campaign.
  • You want to drive consistent messaging across channels and prevent duplicate targeting.

Because customers interact with your brand in many different ways at many different times, you need to reach them based on their behaviors, and reach them with a cohesive voice to deliver a personalized experience across multiple marketing channels.

You want to design a multistep journey: starting with the users available with the inputs you select, you can apply sets of criteria called milestones. At each milestone a new audience is created, which you can then send downstream for further action.

You can create as many journeys as you need (up to your active audience limit), and delete empty journeys when they are no longer useful. You can also delete milestones and their related audiences and connections from a journey and add new milestones.

Journey workflow

At the start of the journey, you have access to all the users available from all the inputs from all the workspaces in your account. You choose the workspaces and inputs you wish to select audience members from, and then build the journey:

  1. In a series of steps called milestones, you break down all the paths taken by your users within a customer lifecycle stage. For example, let’s say that a user signs up for a trial account, interacts with free content, and then saves some content for later. Milestones define the steps that users take or that you want users to take to achieve a set of goals such as sign up, makes a purchase, or become a repeat customer.
  2. Each milestone generates an audience that you can forward to an integration to convert users from one step to the next in their journey. Following on the previous example, if you see a drop off between “sign up to trial account” and “watches content” milestones, you can activate the trial account audiences and send it to a CRM partner to send promo emails that help attract and bring content to non-engaged users.
  3. Keep defining milestones until you’ve reached the final goal for the customer lifecycle stage. Using the previous example, the “converted to paid user” milestone is the last milestone in the journey.
  4. Verify that the data flow is behaving as you expect using the same tools and techniques you use for an integration.
  5. When a journey needs to be changed, you can modify or delete milestones.

The following diagram shows a simple journey with two milestones:

journey with one milestone

In this journey, all customers who engage with the app are sent an email, and those who open the email are sent a mobile push notification.

Notice the following:

  • The audience is displayed in a box underneath its milestone. You can connect to an output here, or view the status of the output with the down-arrow.
  • If it can be estimated, the audience size displays in the audience box.
  • The path symbol appears above each milestone, and a plus sign appears at the bottom of each milestone. Click the path symbol to split off additional paths and milestones, or click the plus sign to create a new milestone on the same path.
  • You can tell whether an audience has been activated by the green on/off icon in the audience. If grayed out, the audience isn’t active, if green, it is.

Journey path splits

Each step in the customer journey can be split into additional paths. For example, you could define a set of milestones for customers who buy handbags, shoes, or winter coats. Each milestone becomes the start of a new path.

journey with multiple paths

You can also create a milestone for all audience members that haven’t fit any previous milestone criteria. This split is called a remaining user split.

journey with one milestone and one remaining user milestone

Split behaviors

  • The first milestone and audience definition is the left-most milestone, and milestones are added left-to-right.
  • Splits are mutually exclusive and evaluated left to right. Audience members are placed in the first audience where they meet the milestone criteria.
  • If you create a remaining user split, it displays as the last (right-most) milestone.
  • You can create a remaining user split after the first milestone for a path is created.

Examples

The following three examples show the different ways you can use multiple splits.

Use predictions to reduce churn and vary customer communications

Powered by Cortex, customer-centric teams can predict a user’s likelihood to churn. Using that prediction, teams can deliver a unique set of experiences for users who have a high likelihood to churn.

img workflow for this example

In this example, a brand engages high-churn risk users on multiple channels to ensure they get the message. In addition, the brand sets up a fail safe for the users who received an email but didn’t open it, engaging them over SMS.

One key piece of user preference is their consent status, what they’ve told the brand about how they want their data to be used for marketing purposes.

img workflow for this example

In this example, an eCommerce retailer delivers two different kinds of experiences based on a user’s consent to GDPR.

If users have consented, the retailer sends a mobile notification as a reminder to convert. For the remaining users, those who have not consented, the retailer triggers an in-app coupon if the user returns after several days.

Trigger post-purchase sequences based on a customer’s lifetime value

For many retailers, a user’s purchase of a product is just the beginning of the relationship between the customer and the brand. After a purchase, the retailer can suggest to the customer many possible next steps to prolong and deepen that relationship: purchasing more products, leaving a review, referring a friend, posting on social media, and more.

img workflow for this example

In this example, retailers trigger the next best step based on a user’s lifetime value. For high LTV customers, brands can assume that they’re fans of the brand, and would be more willing to refer a friend. If the retailer knows a loyal customer’s preferred engagement channel, they can communicates with them there. For the remaining users, those who are not high LTV customers, a retailer can recommend products that pair well with the one that a customer just purchased.

Audience estimator

Each audience that you create in a journey provides an estimated audience size immediately, so that you don’t have to wait for the audience calculation to complete. Once an audience has at least one active connection, audiences and all parent audiences in same path begin calculating the real size. When an audience begins calculating it no longer shows the estimated size.

image of an estimated audience from the milestone

To estimate the audience size quickly, mParticle samples the total number of users.

You see the estimated size of the audience with all criteria applied (as shown in the previous image). Estimated audience size per criteria is also displayed on the milestone.

Use the audience estimator’s immediate feedback to adjust criteria definitions and parameters if needed:

  • The audience size is much bigger or much smaller than expected.
  • Your team wants to explore different ways to target your customers.
  • You see a big drop-off of users between milestones and want to target an intermediary moment in the journey, to nudge more users toward your conversion goal.

In some cases, you may see different symbols instead of an estimated size:

  • The symbol ~ indicates that the population is too small relative to the overall user base, which prevents a meaningful calculation. For example, imagine a company that has 100 million users. If you create an audience that will have 13,000 members when fully calculated, it’s likely that the random sample won’t encounter enough members to be represented in the estimate. This symbol doesn’t mean your audience will have no members, just that it will have so few members relative to the total number of users that estimation isn’t possible.
  • If an audience can’t be estimated for a technical reason, you’ll see a red triangle with an exclamation point instead of an estimated size. For example, if the input is not configured correctly, you’ll see this warning sign.

Journeys and billing

When an audience is actively connected, that audience is activated and consumes a real-time audience credit. Unlike the real-time audience experience, there is no explicit audience status of Draft or Active. The status is now derived from the connection status.

  • Activated audiences count toward your account limit.
  • Parent audiences are calculated, but do not consume additional real-time audience credits.

To view the number of audiences available to you, in mParticle go to Audiences > Journeys to display the list of journeys. The number of activated and available audiences is displayed under the New Journey button:

journey audience counter

Was this page helpful?

    Last Updated: December 5, 2024