Event

Analytics is mParticle’s customer journey analytics platform designed for product and marketing teams to leverage complex analysis to build better products that drive conversion, increase engagement, and retain customers.

Prerequisites

• Analytics supports both Event and Audience connections when integrating with an mParticle data source. However, Analytics requires an event input to be able to use the platform, so enabling the Event connection is required.
• Set up your Analytics projects using the free trial wizard in mParticle.

Supported Platforms

• Alexa
• Android
• Apple TV
• Data Feeds
• Fire TV
• iOS
• Roku
• SmartTV
• tvOS
• Web
• Xbox

Supported Identities

Analytics supports the following user and device identities.

User Identities

• Email Address
• Customer ID
• mParticle ID (MPID)
• Other
• Other 2
• Other 3
• Other 4
• Other 5
• Other 6
• Other 7
• Other 8
• Other 9
• Other 10

Device Identities

• Push Token
• Android Device ID
• Apple IDFV
• Apple IDFA
• Google Advertising ID
• Roku Advertising ID
• Roku Publisher ID

Supported Event Types

Analytics supports the following event types:

• Application State Transition
• Commerce Event
• Crash Report
• Custom Event
• Opt Out
• Push Registration
• Push Open
• Screen View
• Session End
• Session Start
• User Attribute Change
• User Identity Change

Data Processing Notes

• Analytics accepts data from any timeframe.

  • Data with mParticle event timestamp <= 24 hours will process in Analytics in near real time
  • Data with mParticle event timestamp > 24 hours will process through Analytics’s replay queue, which is meant built for backfills and runs sequentially, first in, first out. Generally allow a few days for data to be available in Analytics that runs through the replay queue.
• In addition to the user IDs, device IDs, and event types listed previously, mParticle forwards location, IP address, Device Application Stamp, and user agent data to Analytics.
• Analytics supports DSR forwarding from mParticle. See Analytics’s Privacy & Security docs for information on deletion, rectification, and suppression APIs.

User Identity Options

Analytics uses mParticle’s MPID as the Analytics eventUniqueId. The MPID is therefore the only user identity to match incoming event and audience updates to the correct user profile in Analytics. Therefore, the configuration of IDSync and the identity strategy for your mParticle account will be applied to events in Analytics.

Data Mapping Reference

Event Data Mapping

The following mParticle event types are translated into Analytics events.

mParticle Event Type	Analytics Event Name	Note
ApplicationStateTransition	App Install, App Upgrade, App Initialize, App Exit, App Background, App Foreground
Commerce: Impression	Impression
	Impression Item	These events are sent only if Process Impression Item Events is set to True
Commerce: ProductAction	$action	For example, “Purchase”
	$action Item	For example, “Purchase Item”. These events are only processed If Process Product Action Item Events is enabled.
Commerce: PromotionAction	Promo $action	For example, “Promo Click”
Commerce: PromotionAction	Promo $action Item	For example, “Promo Click Item.” These events are only processed if Process Promotion Item Events is enabled.
Custom Event	CustomEvent.name
Crash Report	Error
PushMessageReceived	Push Received
PushSubscription	Push $action	$action will be either “Subscribe” or “Unsubscribe.”
ScreenView	Screen View
SessionEnd	Session End
SessionStart	Session Start

Custom Event Name Clashes

If you have a custom attribute name that is the same as an event name in Analytics, for example screen_name, you can keep both values by requesting that the prefix mp_ be added to one of the names. If you don’t do this, Analytics chooses one value at random and drops the other, leading to unpredictable results.

To request this, submit a request to Support.

Properties Data Model

mParticle attributes are converted to Analytics properties automatically when forwarded. The Analytics naming conventions closely match mParticle, with the following exceptions:

mParticle Property Value or Path	Analytics User Property Name	Note
platform	mp_rt_env
ip	mp_rt_ip
sdk_version	mp_rt_sdkversion
http_header_user_agent	mp_rt_useragent
ErrorEvent.breadcrumbs	breadcrumbs	A comma-delimited string of breadcrumbs
CustomEvent.name	custom_event_name
CustomEvent.customType	custom_event_type
ImpressionEvent.impression_list_name	list_name
CommerceEvent.product.$key	product_$key	A comma-delimited string of values.
Impression[].Product[].key	product_$key	For example, “product_brand” for Impression[].Product[].brand or “product_id” for Impression[].Product[].id
PushSubscriptionEvent	is_push_subscribed	True or False, depending on the action

In addition to mp_rt_useragent, the following properties are derived from http_header_user_agentand may be returned:

• mp_rt_browsername
• mp_rt_browserversion
• mp_rt_osname
• mp_rt_osversion
• mp_rt_devicetype

User Properties Data Model

mParticle user attributes are included in a UserAttributeChangeEvent or directly from event types. The following user attributes are converted to Analytics user properties when forwarded:

mParticle Property Value or Path	Analytics User Property Name	Note
user_identities	user_id.$type	For example, user_id.customer
device_info	device_id.$type	For example, device_id.ios_advertising_id
user_attributes	ua_$key	For example, ua_$firstname and ua_color=’red’
UserAttributeChangeEvent.added{}.value	ua_$key
UserAttributeChangeEvent.removed{}.key	ua_$key	Analytics does not support unsetting a user attribute, so the value is replaced with “$unset”. For example, userattr_color=”$unset”.

Automatic UTM Parsing

For any event that mParticle sends to Analytics containing a URL with UTM parameters, Analytics automatically parses each UTM parameter into separate properties. In the table below, assume that Analytics has received a URL as a property named pageUrl:

Supported UTM Parameter	Example Analytics Property Name	Example Analytics Property Value	Description
utm_source	pageUrl.utm_source	Facebook	Defines the source sending traffic to the URL
utm_medium	pageUrl.utm_medium	blog_article	Defines the channel sending the UTM source
utm_campaign	pageUrl.utm_campaign	journeys_launch	Defines the name of the campaign associated with the URL
utm_content	pageUrl.utm_content	header_link	Used to track different ads or CTAs related to a campaign
utm_term	pageUrl.utm_term	la_restaurants	Used to track paid keywords or phrases.
utm_source_platform	pageUrl.utm_source_platform	Facebook	A variation of UTM source.
utm_creative_format	pageUrl.utm_creative_format	carousel	The type of ad placement or creative material used in a campaign.
utm_marketing_tactic	pageUrl.utm_marketing_tactic	remarketing	The tactic used in your marketing efforts.
utm_id	pageUrl.utm_id	123456789	Used to track performance of campaigns in GA.

Settings Reference

You can set configuration values for different inputs, and connection setting values to control the behavior of data once it is input.

Configuration Settings

Setting Name	Data Type	Default Value	Description
API Key	string		Input your project API key found within your Analytics project settings.

Connection Settings

Setting Name	Data Type	Default Value	Description
Process Impression Item Events	boolean	False	Choose whether to record additional events for each Product in an Impression event. Enabling this may increase your Analytics event volume significantly.
Process Product Action Item Events	boolean	True	Choose whether to record additional events for each Product in a Product Action event. Enabling this may increase your Analytics event volume significantly.
Process Promotion Item Events	boolean	True	Choose whether to record additional events for each Promotion in an Promotion Action event.