Amplitude

Introduction

Amplitude enables you to drive growth through robust product and behavioral analytics. Gain a thorough understanding of exactly what behaviors and traits are common among user segments to inform powerful targeting.

Scope

  • Enable deeper behavioral and product analysis with MoEngage and Amplitude.
  • Gauge the efficacy of segmentation and experimentation on the customer experience through Amplitude and send personalized messages through MoEngage.
  • Export behavioral cohorts directly from Amplitude to MoEngage or utilize Streams to export data from MoEngage to Amplitude.

Benefits and Use Cases

The following use-cases provide integration value addition to your analytics + user engagement activities:

E-commerce

Understand the seasonal changes in purchase trends that are happening and send rich push notifications to such users using MoEngage. For example, target the cohort of users who purchase high-value items during summers and send rich push notifications with similar recommended items.

Travel

You can create a cohort in Amplitude of millennial users who are also premium users of your app and send them popular and unique holiday destination recommendations using MoEngage emails.

Steps

 

PREREQUISITES

  • Ensure you have Amplitude account credentials. To enable the cohort sync integration, contact Amplitude.
  • Ensure you have the MoEngage account credentials.
  • Ensure to raise a ticket at support@moengage.com with the details mentioned in 

Enabling Amplitude and MoEngage Integration for your account.

  1. For enabling the cohort sync integration, please reach out to Amplitude and get this enabled for your account.
  2. Once you have the integration enabled for your Amplitude account, you will be able to configure MoEngage as a destination in Amplitude. See the below steps for setting this up.
  3. To enable the data export integration from MoEngage to Amplitude, please reach out to your MoEngage customer success manager or write to support@moengage.com with a few details mentioned in this section - Exporting Campaign Data from MoEngage to Amplitude

Setting up MoEngage as a destination on Amplitude

To setup MoEngage as a destination on Amplitude, follow the below steps:

  1. Log in to Amplitude and Navigate to Sources and Destinations.
    Screen_Shot_2020-06-24_at_9.10.00_AM.png
  2. On the Sources & Destinations Page, go to Destinations and click on Add Destination -> MoEngage. On doing this, you will see a pop-up with the following details:
    Screen_Shot_2020-07-01_at_6.10.44_PM.png
  3. Log in to your MoEngage Dashboard and navigate to Settings -> API Settings. The App ID and Secret Key as described:
    GeneralSettings.png
  4. The Attribute Mapping is as follows:
    • User Id - This will be the primary key to map a user between Amplitude and MoEngage. Please ensure that you are identifying users with the same unique user id in both Amplitude and MoEngage.
    • moe_anonymous_id: This will be the secondary identifier that will be used to map users between Amplitude and MoEngage and will be essential to map the anonymous users between Amplitude and MoEngage. Please ensure that you are setting moe_anonymous_id as a user attribute in MoEngage and the attribute selection made on the Amplitude dashboard and moe_anonymous_id in MoEngage have the same value so that the mapping is possible.
  5. Complete the Destination Setup:

After everything is configured on the Amplitude dashboard, click Save to add MoEngage as a destination.

Exporting Cohorts from Amplitude to MoEngage

To export specific behavioral cohorts from Amplitude to MoEngage, please follow the below steps:

  1. Open a cohort in Amplitude that you want to sync with MoEngage and click "Sync To" -> Select MoEngage.
    Screen_Shot_2020-06-24_at_9.33.05_AM.png
    The Sync your cohort to MoEngage pop-up is displayed.
    Screen_Shot_2020-06-24_at_9.35.49_AM.png
  2. Select one of the following:
    • One-Time Sync: This will only send the users under the cohort to MoEngage once and the cohort will not sync thereafter.
    • Scheduled Sync: This option will ensure that the updated information of the cohorts like the new users who qualify for this cohort and the existing users who are removed from the cohort are sent to MoEngage every hour or day.
 

Users in your Amplitude cohort attempted to map with unique user profiles in MoEngage. If MoEngage systems do not have that user profile, the user is not mapped and not added to the cohort/segment.
In this scenario, you may find fewer users in the MoEngage cohort compared to the Amplitude cohort. Make sure you have all users in MoEngage before you perform the cohort sync.

Using Cohorts in MoEngage Campaigns

After the sync, the cohort is available as a custom segment in MoEngage as described:

Screen_Shot_2020-06-24_at_9.41.22_AM.png

The custom segment is used in any MoEngage campaigns to send personalized messages to the users under this segment.

Exporting Campaign Data from MoEngage to Amplitude

Send an email to support@moengage.com with the following details:

  1. Integration Name - Amplitude
  2. Amplitude API Key - This is available on your Amplitude Account -> Settings -> ProjectName -> General -> API Key as shown below - 
    amplitudesettins.png

  3. (Optional) Additional events or user attributes that you want to see with each event in Amplitude. By default, MoEngage will be sending the data points mentioned in the next section to Amplitude

All the events sent by MoEngage are displayed in Amplitude by filtering basis $source = MOENGAGE. These events are sent to Amplitude in near real-time and will rely on the common user identifier between Amplitude and MoEngage for user identification. 

The following MoEngage source-specific documents for setting unique user id in MoEngage:

 

INFORMATION

Ensure that you are setting the same value for User Id in amplitude and Unique User Id in MoEngage.

Export Data

Following data points are sent by default to Amplitude:

Event Name Event Code Type (Reference Only) Channel Description
Card Sent n_c_s Delivery Cards Tracked when a Card notification is sent to the user, doesn't indicate if the notification is delivered to the App Inbox
Card Delivered

MOE_CARD_CAMPAIGN

_DELIVERED

Delivery Cards Tracked when a Card is delivered to the App Inbox after the user has opened the Inbox
Card Viewed

MOE_CARD_CAMPAIGN

_VIEWED

Delivery Cards Tracked when the user views a Card or scrolls down to it in the App Inbox
Card Clicked

MOE_CARD_CAMPAIGN

_CLICKED

Interaction Cards Tracked when the user clicks the Card in the App Inbox
Connector Sent MOE_CONNECTOR_SENT Delivery Connector Tracked when a connector was sent successfully.
Email Sent MOE_EMAIL_SENT Delivery Email Tracked when our system sends an email to a user.
Email Deferred MOE_EMAIL_DEFERRED Delivery Email Tracked when the receiving server is unable to accept your request, email sending will be re-tried in this case
Email Delivered MOE_EMAIL_DELIVERED Delivery Email Tracked when an email is delivered in an inbox
Email Dropped MOE_EMAIL_DROP Delivery Email Tracked when a user opens an email.
Email Bounced MOE_EMAIL_HARD_BOUNCE Delivery Email Tracked when a user clicks on any link in the email.
Email Soft Bounced MOE_EMAIL_SOFT_BOUNCE Delivery Email Tracked when an email is dropped. Email is dropped, when it's part of the bounce list, the unsubscribe list or the spam report list.
Email Opened MOE_EMAIL_OPEN Interaction Email Tracked when our system finds an email is soft bounced. Typically happens when there is a temporary delivery issue.
Email Clicked MOE_EMAIL_CLICK Interaction Email Tracked when our system finds an email is hard bounced. Typically happens when an email address doesn't exist.
Email Unsubscribed MOE_EMAIL_UNSUBSCRIBE Interaction Email Tracked when a user marks the email as spam.
Email Spam Complained MOE_EMAIL_SPAM Interaction Email Tracked when a user unsubscribes from receiving emails.
In-App Shown Android IN_APP_SHOWN Interaction In-App Tracked when an In-App message is shown to the user on an Android device.
In-App Clicked Android IN_APP_CLICKED Interaction In-App Tracked when a user clicks In-App message on an Android device.
In-App Closed Android IN_APP_CLOSE_CLICKED Interaction In-App Tracked when a user dismisses an In-App message by clicking on the close button on an Android device.
In-App Shown iOS iOS_IN_APP_SHOWN Interaction In-App Tracked when an In-App message is shown to the user on an iOS device.
In-App Clicked iOS iOS_IN_APP_CLICKED Interaction In-App Tracked when a user clicks In-App message on an iOS device.
In-App Closed iOS

iOS_IN_APP_CLOSE

_CLICKED

Interaction In-App Tracked when a user dismisses an In-App message by clicking on the close button on an iOS device.
Mobile In-App Shown MOE_IN_APP_SHOWN Interaction In-App V3 Tracked when a user is shown an in-app version 3 campaign
Mobile In-App Clicked MOE_IN_APP_CLICKED Interaction In-App V3 Tracked when a user clicks an in-app version 3 campaign
Mobile In-App Dismissed MOE_IN_APP_DISMISSED Interaction In-App V3 Tracked when a user closes an in-app version 3 campaign
Notification Received Android

NOTIFICATION_RECEIVED

_MOE

Delivery Push Tracked when a user receives a notification on an Android device.
Notification Clicked Android

NOTIFICATION_CLICKED

_MOE

Interaction Push Tracked when a user clicks notification on an Android device.
Notification Sent iOS n_i_s Delivery Push Tracked when a user receives a notification on an iOS device.
Notification Received iOS

NOTIFICATION_RECEIVED

_IOS_MOE

Delivery Push Tracked when App in foreground and user receives the notification on iOS.
Notification Clicked iOS

NOTIFICATION_CLICKED

_IOS_MOE

Interaction Push Tracked when a user clicks notification on an iOS device.
Notification Received Web

NOTIFICATION_RECEIVED

_WEB_MOE

Delivery Push Tracked when a user receives a notification on a browser.
Notification Clicked Web

NOTIFICATION_CLICKED

_WEB_MOE

Interaction Push Tracked when a user clicks notification on the browser.
On-site Message Shown

MOE_ONSITE_MESSAGE

_SHOWN

Interaction On-site Tracked when an on-site messaging campaign is shown to a user
On-site Message Clicked

MOE_ONSITE_MESSAGE

_CLICKED

Interaction On-site Tracked when an on-site messaging campaign is clicked by a user
On-site Message Closed

MOE_ONSITE_MESSAGE

_CLOSED

Interaction On-site Tracked when an on-site messaging campaign is closed by a user
Web Personalization Message Shown

MOE_WEBP_MESSAGE

_SHOWN

Interaction Web Personalization Tracked when a web personalization campaign is shown to a user
Web Personalization Message Clicked

MOE_WEBP_MESSAGE

_CLICKED

Interaction Web Personalization Tracked when a web personalization campaign is clicked by a user
Web Personalization Message Closed

MOE_WEBP_MESSAGE

_CLOSED

Interaction Web Personalization Tracked when a web personalization campaign is closed by a user
SMS Sent SMS_SENT Delivery SMS Tracked when our system sends SMS to a user.
SMS Delivered SMS_DELIVERED Delivery SMS Tracked when our system receives a delivery receipt for the SMS sent to a user.
User Entered Flow USER_ENTERED_FLOW Delivery Flows Tracked when a user falls in the target audience and has qualified for the entry in the Flow.
User Exited Flow USER_EXITED_FLOW Delivery Flows Tracked when a user exits from a Stop Cell of the Flow.
User Added To Control Group

MOE_CAMPAIGN

_CONTROL_GROUP

Delivery All Campaigns Tracked when a user is added to a control group
User Removed From Control Group

MOE_USER_REMOVED_

FROM_CONTROL_GROUP

Delivery All Campaigns Tracked when a user is removed from a control group
User Removed From Campaign Due to Control Group

MOE_CAMPAIGN_USER

_REMOVED_DUE_TO

_CONTROL_GROUP

Delivery All Campaigns Tracked when au ser is removed from a campaign due to the user being a part of the control group
 

Points to remember for events sent to Amplitude

  • All events sent to Amplitude have UID by default. This captures the value of the ID which is present in a unique user profile in MoEngage. If present, this will be used to match a user on Amplitude basis the User Id present in the Amplitude user profile.
  • All campaign events have campaign_id, campaign_name, campaign_type, campaign_channel by default.
  • All campaign events having attribute moe_anonymous_id in the corresponding user profile for whom the event is tracked are sent to Amplitude as device_id key.
  • Events for users who do not have a unique user ID or moe_anonymous_id set for their user profile in MoEngage are dropped by Amplitude.
  • All email campaign events have email_id as moe_email_id by default.
  • All push campaign events have push_id as moe_push_id by default.
  • All SMS campaign events have a mobile number as moe_mobile_number by default. 
  • All campaign events of the campaign are a part of MoEngage Flows have two additional attributes parent_flow_id and parent_flow_name are present.
  • All campaigns having multiple variations or locales have the following additional
    • attributes  variation_id
    • locale_id
    • locale_name
  • All events have moengage_user_id by default. This is a MoEngage internal user identifier and is populated with each event in MoEngage.
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