Audience Stream


Tealium AudienceStream is an Omnichannel customer segmentation and real-time action engine. AudienceStream takes the data that flows into EventStream and creates visitor profiles representing the most important attributes of your customers’ engagement with your brand.

MoEngage and Tealium integration leverages AudienceStream visitor profiles. Shared behaviors segment these profiles to create sets of visitors with common traits, known as audiences. These audiences can help fuel your marketing technology stack in real-time via connectors.


This integration forwards data from Tealium to the MoEngage's data APIs.


  • Login credentials for MoEngage and Tealium account.
  • Data integration for Tealium - You must install the libraries into your app, site, or server before being able to set up a successful Tealium connector.
  • We have revamped our dashboard settings UI. The Data API ID and Data API Key are available in the following navigations in the new and old UIs.
    • Revamped UI - You can access the Data API ID  in Settings -> Account -> APIs . The Data API ID is the same as the Workspace ID. The Data API Key is available in the same screen in the API Keys -> Data section.
    • Old UI -> You can access the Data API ID and Data API Key in Settings -> App Settings -> APIs -> Data API Settings.

Step 1: Set up attributes and badges

Understanding attributes

The first step in using AudienceStream is to create attributes. Attributes allow you to define the important characteristics that represent a visitor’s habits, preferences, actions, and engagement with your brand.

Visit Attributes: Visit attributes relate to the user’s current visit (or session). The data stored in these attributes persist for the length of the visit. Some example visit attributes include:

  • Visit Duration (Number)
  • Current Browser (String)
  • Current Device (String)
  • Page View Count (Number)

Visitor Attributes: Visitor attributes relate to the current user. The data stored in these attributes persist for the lifetime of the user. Some example visitor attributes include:

  • Lifetime Order Value (Number)
  • First Name (String)
  • Birthdate (Date)
  • Purchases Brands (Tally)

Attribute enrichments : Once you identify your desired attributes, you can configure them with enrichments  - business rules that determine when and how to update the values of attributes. Each data type offers its own selection of enrichments for manipulating the attribute’s value. This is associated with the “WHEN” setting. The following options are available for each visit and visitor attribute:

  • New Visitor: occurs the first time a visitor comes to your site.
  • New Visit: occurs on a new visit by a visitor.
  • Any Event: occurs on any event.
  • Visit Ended: occurs when a visit ends.


Badges are special visitor attributes that represent valuable behavior patterns. Badges are assigned or removed from visitors based on the logic of their enrichments. This logic usually combines multiple conditions to capture visitor segments or sets a threshold for when a particular value is reached.

Step 2: Create an audience

From the Tealium home page, select Audience under AudienceStream from the left side of the page. Here, you can create an audience of users with common attributes you select.

First, name your audience, and then take some time to think about what attributes would be applicable for the type of audience you are trying to create. Make sure to Save / Publish your connector once finished.

Step 2: Create an event connector

A connector is an integration between Tealium and any another vendor used to transmit data. These connectors contain actions that represent their partner’s supported APIs.

  1. From the left sidebar in Tealium under Server-Side, navigate to EventStream > Event Connectors.
  2. Select the + Add Connector button to look through the connector marketplace. In the new dialogue box that appears, search for MoEngage connector.
  3. Once clicked, you can view the connection summary and a list of the required information, supported actions, and configuration instructions. Configuration comprises four steps: source, configuration, action, and summary.


In the dialogue that opens, select the data source you just built, and under Event Feed, select All Events or a specific event spec, if needed. Click Continue. Screenshot_2022-02-18_at_2.06.45_PM.png


Next, select Add Connector. You must name your connector and provide your MoEngage Data API ID and Data API key .Screenshot_2022-02-18_at_2.06.58_PM.png

Field Description 
Workspace ID

The Workspace ID of your MoEngage account is available in the following navigations in the revamped and old UIs:

  1. Revamped UI:  Settings -> Account -> APIs -> Workspace ID.
  2. Old UI: You can find this by navigating to Settings -> App Settings -> APIs -> Data API Settings.

The Data API ID and the Workspace ID of your MoEngage account are the same.

Data API Key The Data API key of your MoEngage account is available in the following navigations in the revamped and old UIs:
  1. Revamped UI:  Settings -> App Settings -> APIs -> API Keys -> Data
  2. Old UI: You can find this by navigating to Settings -> App Settings -> APIs -> Data API Settings.

If you have created a connector before, you may optionally use an existing one from the available connector list and modify it to fit your needs with the pencil icon or delete it with the trash icon.


Next, name your connector action and select an action type that will send data according to the mapping you configure. Here, you will map MoEngage attributes to Tealium attribute names. Depending on which action type you choose, there will be a varied selection of fields required by Tealium.


Parameters  Description 
Customer ID

The unique identifier which is set and passed on from MoEngage SDK.


The name of the user you are updating.

First Name

First name of the user.

Last Name

Last name of the user.


Email of the user.


Age of the user.


Male or female.



Phone number of the user.


Location of the user, latitude and longitude (- lat,lng).
Must be an array of numbers attribute type.


Acquisition source of the user.

Created Time

User created time.

Last Seen

User last seen time.


Number of transactions by the user.


Lifetime value of the user.


The current platform on which the user is interacting with the system, such as Android, Windows, iOS, etc.

Select Finish.

Your connector now displays in the list of connectors on your Tealium home page.


Step 3: Test your Tealium connector

After your connector is up and running, you should test it to ensure it’s working properly. The most simple way to test this is to use the Tealium Trace Tool.

  1. To start a new trace, select Trace on the left sidebar under Server-Side options.
  2. Examine the real-time log.
  3. Check for the action you want to validate by clicking the Actions Triggered entry to expand.
  4. Look for the action you want to validate and view the log status.

For more detailed instructions on implementing Tealium’s Trace tool, check out their trace documentation .



Only Connector action - Add/Modify User Information is supported by Tealium. 



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