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.

There are three possible types of Audience updates:

  • Audience Add: a user is added to an Audience
  • Audience Delete: a user is removed from an Audience
  • Audience Attribute Update: the attributes describing the users in an Audience are updated

Audience updates either record an Analytics event or update an Analytics user property. Audience updates don’t create an Analytics User Segment, but they can be created manually. See Audience Events for details.


  • Analytics supports both Event and Audience connections when integrating with an mParticle data source. In general, Analytics requires an event input to be able to use the platform, so enabling the Event connection is required.

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

Audience Events

Analytics triggers events when a user is added to or removed from an audience, as outlined below. Analytics uses mParticle’s MPID as the Analytics eventUniqueId.

mParticle Audience Method Analytics Event
Audience Add “Audience: User Added”
Audience Delete “Audience: User Removed”

Event Properties

In Analytics, enable the “Audience Member: $audience_name” event property as a user property for analysis. Use the Attribution Mode “Last” to represent the user’s most recent Audience membership status.

mParticle Audience attributes are converted to Analytics event properties automatically when forwarded. Analytics’s naming conventions closely match mParticle naming conventions.

  • After the Analytics event property Audience: User Removed is created, it is set to false automatically.
  • After the Analytics event property Audience: User Added is created, it is set to true automatically.

User Properties

Analytics triggers an Identify call to update user attributes for a given user. No event is stored in this case. Note that in Analytics, an Identify call can be encoded as an event by using $_indicative_identifiable_event as an eventName.

The following mParticle user attributes can be included in any of the Audience update types. mParticle user attributes are converted to Analytics user properties when forwarded.

mParticle Property Value or Path Analytics Event Name
user_identities user_id.$type
device_info device_id.$type

User Attribute Properties

User attributes for audience integrations are more complex than for event integrations. While event user attributes are mapped from string keys to string values, audience user attributes are mapped from string keys to a more complex object:

class AudienceUserAttributeValue
  value: String
  valueList: List<String>
  action: enum({ UPSERT | DELETE })

Analytics uses the following rules to derive a string value from the more complex object above:

  • If action == UPSERT and value is defined, then map ua_$key to the value.
  • If action == UPSERT and valueList is defined, then map ua_$key to valueList, comma-delimited.
  • If action == DELETE, then map ua_$key to the string $unset, because Analytics has no concept of unsetting a user attribute.

Audience Subscriptions

When audiences are defined in mParticle and forwarded to an Analytics output, they are represented as Analytics user properties.

If the audience is later disconnected from being forwarded to Analytics, the updates to the user properties will stop, but the user properties are not removed from Analytics. In this case, other users will still be able to view these properties, but the data will be incomplete. For this reason, mParticle users are encouraged to toggle “Off” the audience Analytics user properties that are no longer being forwarded to Analytics.


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.
User Identity Field string MPID Select which user identity to identify users in Analytics. Must be one of CustomerId, Email, MPID, or Other.

Connection Settings

Setting Name Data Type Default Value Description
Configure User Attribute Forwarding bool False If enabled, you can configure user attributes to share for this audience connection.

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