Indicative is a 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.


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

Indicative 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

Indicative 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

  • Indicative accepts data from any timeframe.
  • 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 Indicative.
  • Indicative does not support DSR forwarding from mParticle. See Indicative’s Privacy & Security docs for information on deletion, rectification, and suppression APIs.

User Identity Options

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

Data Mapping Reference

Event Data Mapping

The following mParticle event types are translated into Indicative events.

mParticle Event Type Indicative 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
Custom Event - type Attribution Attribution
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

Properties Data Model

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

mParticle Property Value or Path Indicative 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 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

User Properties Data Model

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

mParticle Property Value or Path Indicative 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 Indicative does not support unsetting a user attribute, so the value is replaced with “$unset”. For example, userattr_color=”$unset”.

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

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 Indicative 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 Indicative event volume significantly.
Process Promotion Item Events boolean True Choose whether to record additional events for each Promotion in an Promotion Action event.

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