Event Ontology Field Reference

android_app_link_url

string

Client

All except IMPRESSION, VIEW

A client-specified web URL (Branch or non-Branch) that opens an Android app via Android App Links.

attributed

boolean

Server

All except IMPRESSION, CLICK, VIEW

Whether the event is attributed. Will always be accompanied by last_attributed_touch_type and last_attributed_touch_data.

custom_data

map[string->string]

Client

All except IMPRESSION, CLICK, VIEW

Partner-specified custom key-value pairs associated with an event, excluding Touches, Branch CTA view.

customer_event_alias

string

Client

COMMERCE, CONTENT, LIFECYCLE, CUSTOM

TUNE customers can specify that an event of type "purchase" should have name "buy20tokens". The customer_event_alias captures this name, which is additional information. For most events this is likely unnecessary. Exposed in Webhooks and Exports for TUNE customers only.

datasource

enum { IMPRESSION, CLICK, BRANCH_CTA_VIEW, INSTALL, OPEN, REINSTALL, PAGEVIEW, WEB_SESSION_START, COMMERCE_EVENT, CUSTOM_EVENT, CONTENT_EVENT, USER_LIFECYCLE_EVENT }

Server

All

Convenience dimension for internal use.

days_from_install_to_opt_in

int

Server

OPEN, INSTALL

Number of days between when the first install (user_data_opted_in= false) and when this event occurred.

days_from_last_attributed_touch_to_event

int

Server

All except IMPRESSION, CLICK, VIEW

Number of days between when the last touch occurred and when this event subsequently occurred.

deep_linked

boolean

Server

All except IMPRESSION, CLICK, VIEW

True if the current app or web session resulted in the user being deep linked.

di_match_click_token

int

Server

CLICK, LIFECYCLE

Branch Flow ID. Should be internal only, but used by Tune, Appsflyer and other to match a click to an install, using the Android install referrer. Set server side, relayed by the client.

event_timestamp

int

Server

All

Unix timestamp in milliseconds of when the event actually happened. Generally identical to timestamp for most implementations but could differ for backdated events or s2s integrations.

existing_user

boolean

Client

All except IMPRESSION, CLICK, VIEW

This is TUNE's existing_user flag. Pass-through field.

first_event_for_user

boolean

Server

All except IMPRESSION, CLICK, VIEW

If this is the first time for this persona that this event has been triggered.

fraud_bool_suspicious

boolean

Server

All

Indicates whether the underlying event (such as a click or install) was flagged as suspicious or fake by fraud detection. This typically triggers when traffic originates from known bad IPs, emulators, server farms, or TOR networks.

fraud_bool_suspicious_attribution

boolean

Server

All

Indicates whether the attribution relationship was flagged as fraudulent by fraud detection. While the install itself might be real, the ad interaction claiming credit is suspicious (often used to detect Install Hijacking, Click Injection, or Click Flooding based on abnormal click-to-install latency times).

fraud_descriptions

array[string]

Server

All

Contains the descriptions of the specific fraud detection rule(s) that flagged the event. Examples of values include 'Suspicious Device', 'Click Injection', 'Device Conflict', 'Geo Conflict', or 'Persona Fraud'.

hours_from_last_attributed_touch_to_event

int

Server

OPEN, INSTALL, REINSTALL, LIFECYCLE

Number of hours between when the last touch occurred and when this event subsequently occurred. CAPPED AT 24.

id

string

Server

All

A unique id for the event.

install_activity_timestamp

int

Server

All except IMPRESSION, CLICK, VIEW

An epoch timestamp for the time of the install in UTC in milliseconds.

install_activity_touch_data_dollar_meta_is_mobile_data_terms_signed

boolean

Server

All except IMPRESSION, CLICK, VIEW

Whether Meta's mobile data terms have been signed for the Install Touch. When true, Meta does not require Branch to scrub Meta-related data from this record.

install_activity_touch_data_tilde_campaign

string

Client or server

All except IMPRESSION, CLICK, VIEW

Campaign (name) specified for the install activity. Can be specified on links by the client, or prefilled automatically server side in some cases.

install_activity_touch_data_tilde_channel

string

Client or server

All except IMPRESSION, CLICK, VIEW

Channel specified for the install activity. Can be specified on links by the client, or prefilled automatically server side in some cases.

install_activity_touch_data_tilde_feature

string

Client or server

All except IMPRESSION, CLICK, VIEW

Feature specified for the install activity. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_timestamp

int

Server

All except IMPRESSION, CLICK, VIEW

Unix timestamp in milliseconds for the last attributed touch.

last_attributed_touch_type

enum { CLICK, IMPRESSION }

Server

All except IMPRESSION, CLICK, VIEW

Whether the last attributed touch was an impression or a click.

last_cta_view_data_custom_fields

string

Client

All except IMPRESSION, CLICK, VIEW

Stringified JSON representing custom data specified for the last Branch CTA view e.g. {foo:true}.

last_cta_view_data_dollar_3p

string

Client

All except IMPRESSION, CLICK, VIEW

Advertising partner short-code (e.g. e_rs) specified for the last Branch CTA view.

last_cta_view_data_dollar_meta_is_mobile_data_terms_signed

boolean

Server

All except IMPRESSION, CLICK, VIEW

Whether Meta's mobile data terms have been signed for the Last CTA View Touch. When true, Meta does not require Branch to scrub Meta-related data from this CTA view record.

last_cta_view_data_plus_referring_domain

string

Client

All except IMPRESSION, CLICK, VIEW

Domain of the URL that the user visited before landing on a page with a Journey. This should use the same data source that we use for the "came directly from a URL" audience filter.

last_cta_view_data_plus_touch_id

string

Server

All except IMPRESSION, CLICK, VIEW

The attributing touch's (impression, click, etc) id.

last_cta_view_data_plus_via_features

enum { EMAIL, ADS, DESKTOP_JOURNEYS, MOBILE_JOURNEYS, DESKTOP_DEEPVIEWS, MOBILE_DEEPVIEWS, SOCIAL, QUICK_LINKS }

Server

All except IMPRESSION, CLICK, VIEW

All Branch features (determined by Branch) which were determined, via attribution, to have led to this event. For example, if an email link click leads to a Journeys CTA view, the published eo_branch_cta_view will have +via_features: [EMAIL, JOURNEYS].

last_cta_view_data_plus_web_format

enum { AMP, INSTANT_ARTICLES }

Client

All except IMPRESSION, CLICK, VIEW

Set if an event originated with a Branch CTA view on Google AMP or Facebook Instant Article. Specified by the client.

last_cta_view_data_tilde_ad_id

string

Server

All except IMPRESSION, CLICK, VIEW

Ad id specified for the last Branch CTA view.

last_cta_view_data_tilde_ad_name

string

Server

All except IMPRESSION, CLICK, VIEW

Ad name specified for the last Branch CTA view.

last_cta_view_data_tilde_ad_set_id

string

Server

All except IMPRESSION, CLICK, VIEW

Ad set id specified for the last Branch CTA view.

last_cta_view_data_tilde_ad_set_name

string

Server

All except IMPRESSION, CLICK, VIEW

Ad set name specified for the last Branch CTA view.

last_cta_view_data_tilde_advertising_partner_id

string

Client or server

All except IMPRESSION, CLICK, VIEW

ID for advertising partner specified for the last Branch CTA view.

last_cta_view_data_tilde_advertising_partner_name

string

Server

All except IMPRESSION, CLICK, VIEW

Human-readable advertising partner name specified for the last Branch CTA view.

last_cta_view_data_tilde_agency

string

Client

All except IMPRESSION, CLICK, VIEW

Agency of the last touch, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

last_cta_view_data_tilde_agency_id

string

Client

All except IMPRESSION, CLICK, VIEW

ID of agency of the last touch, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

last_cta_view_data_tilde_banner_dimensions

string

Client

All except IMPRESSION, CLICK, VIEW

Dimensions of display banner of the last touch, as set with an analytics tag.

last_cta_view_data_tilde_branch_ad_format

string

Server

All except IMPRESSION, CLICK, VIEW

Ad format of the last touch. Ad Format chosen upon Branch link creation and set as an analytics tag. e.g. Search, Display, Product Ad, App only.

last_cta_view_data_tilde_campaign

string

Client or server

All except IMPRESSION, CLICK, VIEW

Campaign (name) specified for the last Branch CTA view. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_data_tilde_campaign_id

string

Server

All except IMPRESSION, CLICK, VIEW

Campaign id specified for the last Branch CTA view.

last_cta_view_data_tilde_campaign_type

string

Server

All except IMPRESSION, CLICK, VIEW

Campaign type. Google AAP field.

last_cta_view_data_tilde_channel

string

Client or server

All except IMPRESSION, CLICK, VIEW

Channel specified for the last Branch CTA view. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_data_tilde_creative_id

string

Server

All except IMPRESSION, CLICK, VIEW

Creative id specified for the last Branch CTA view.

last_cta_view_data_tilde_creative_name

string

Server

All except IMPRESSION, CLICK, VIEW

Creative name specified for the last Branch CTA view.

last_cta_view_data_tilde_customer_ad_name

string

Client

All except IMPRESSION, CLICK, VIEW

Customer ad name specified for the last Branch CTA view. Can be specified on links by the client.

last_cta_view_data_tilde_customer_ad_set_name

string

Client

All except IMPRESSION, CLICK, VIEW

Customer ad set name specified for the last Branch CTA view. Can be specified on links by the client.

last_cta_view_data_tilde_customer_campaign

string

Client

All except IMPRESSION, CLICK, VIEW

Customer campaign specified for the last Branch CTA view. Can be specified by links on the client.

last_cta_view_data_tilde_customer_keyword

string

Client

All except IMPRESSION, CLICK, VIEW

Customer keyword of the last touch. Can be specified on links by the client.

last_cta_view_data_tilde_customer_placement

string

Client

All except IMPRESSION, CLICK, VIEW

Customer specified placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

last_cta_view_data_tilde_customer_secondary_publisher

string

Client

All except IMPRESSION, CLICK, VIEW

Customer secondary publisher specified for the last Branch CTA view. Can be specified on links by the client.

last_cta_view_data_tilde_customer_sub_site_name

string

Client

All except IMPRESSION, CLICK, VIEW

Customer reference to the site where the ad was displayed. Can be specified on links by the client.

last_cta_view_data_tilde_external_touch_id

string

Server

All except IMPRESSION, CLICK, VIEW

The id of click or impression (view) sent to Branch from a third party. Used to tie an attributed event back to the original touch.

last_cta_view_data_tilde_feature

string

Client or server

All except IMPRESSION, CLICK, VIEW

Feature specified for the last Branch CTA view. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_data_tilde_id

int

Server

All except IMPRESSION, CLICK, VIEW

The id for the last Branch CTA view.

last_cta_view_data_tilde_journey_id

string

Server

All except IMPRESSION, CLICK, VIEW

Audience rule id for a Journey.

last_cta_view_data_tilde_journey_name

string

Client or server

All except IMPRESSION, CLICK, VIEW

"Campaign Name" or "title" for an audience rule / Journey. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_data_tilde_keyword

string

Server

All except IMPRESSION, CLICK, VIEW

Keyword specified for the last Branch CTA view.

last_cta_view_data_tilde_keyword_id

string

Google

All except IMPRESSION, CLICK, VIEW

Unique ID for keyword of the last touch as provided by Google.

last_cta_view_data_tilde_optimization_model

string

Client

All except IMPRESSION, CLICK, VIEW

Optimization model of the last touch, as set with an analytics tag. Model detailing the event for which the campaign is optimizing, e.g. for installs, clicks, events.

last_cta_view_data_tilde_placement

string

Client

All except IMPRESSION, CLICK, VIEW

Placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

last_cta_view_data_tilde_placement_id

string

Client

All except IMPRESSION, CLICK, VIEW

ID of placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

last_cta_view_data_tilde_secondary_ad_format

string

Client

All except IMPRESSION, CLICK, VIEW

Secondary ad format of the last touch, as set with an analytics tag or during ad link creation flow in the dashboard. Ad Partner Specific Ad format, such as Display Engagement Ad for Google.

last_cta_view_data_tilde_secondary_publisher

string

Ad network

All except IMPRESSION, CLICK, VIEW

Secondary publisher specified for the last Branch CTA view.

last_cta_view_data_tilde_secondary_publisher_id

string

Ad network

All except IMPRESSION, CLICK, VIEW

The id of the secondary publisher specified for the last Branch CTA view.

last_cta_view_data_tilde_stage

string

Client or server

All except IMPRESSION, CLICK, VIEW

Stage specified for the last Branch CTA view. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_data_tilde_sub_site_name

string

Ad network

All except IMPRESSION, CLICK, VIEW

Reference to the site where the ad was displayed.

last_cta_view_data_tilde_tags

array[string]

Client or server

All except IMPRESSION, CLICK, VIEW

Tags specified for the last Branch CTA view. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_data_tilde_technology_partner

string

Client

All except IMPRESSION, CLICK, VIEW

Technology partner of last touch, as set with an analytics tag. Any third party that's used to enhance a campaign (e.g. audiences being provided, creative optimization), with the exception of agencies.

last_cta_view_data_tilde_tune_publisher_id

int

Client

All except IMPRESSION, CLICK, VIEW

Publisher id of the last touch. TUNE-specific variable for one customer's ad network enablement. In general, last_attributed_touch_data_tilde_advertising_partner_name is a better field to use.

last_cta_view_data_tilde_tune_publisher_name

string

Client

All except IMPRESSION, CLICK, VIEW

Publisher name of the last touch. TUNE-specific variable for one customer's ad network enablement. In general, last_attributed_touch_data_tilde_advertising_partner_name is a better field to use.

last_cta_view_data_tilde_tune_publisher_sub1

string

Client

All except IMPRESSION, CLICK, VIEW

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_cta_view_data_tilde_tune_publisher_sub2

string

Client

All except IMPRESSION, CLICK, VIEW

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_cta_view_data_tilde_tune_publisher_sub3

string

Client

All except IMPRESSION, CLICK, VIEW

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_cta_view_data_tilde_tune_publisher_sub4

string

Client

All except IMPRESSION, CLICK, VIEW

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_cta_view_data_tilde_tune_publisher_sub5

string

Client

All except IMPRESSION, CLICK, VIEW

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_cta_view_data_tilde_view_id

string

Server

All except IMPRESSION, CLICK, VIEW

Branch view id for a Journey.

last_cta_view_data_tilde_view_name

string

Client or server

All except IMPRESSION, CLICK, VIEW

"View Name" or "title" for a branch view / template. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_cta_view_timestamp

int

Server

All except IMPRESSION, CLICK, VIEW

Unix timestamp in milliseconds for the last Branch CTA view.

match_guaranteed

boolean

Server

All except IMPRESSION, CLICK, VIEW

Indicates if the match was made with 100% accuracy through deterministic methods.

minutes_from_last_attributed_touch_to_event

int

Server

OPEN, INSTALL, REINSTALL, LIFECYCLE

Number of minutes between when the last touch occurred and when this event subsequently occurred. CAPPED AT 60.

name

string

Server

All

The name of the event, in this case IMPRESSION.

organization_id

int

Server

All

The id of the organization for which the event occurred.

organization_name

string

Server

All

The name of the organization for which the event occurred.

origin

enum { BRANCH, SEGMENT, MPARTICLE, TUNE }

Server

All

Whether the event originated with a Branch SDK/API call, or was sent by Segment or mParticle.

persona_identifiers[].guaranteed

array[boolean]

Server

All

Whether id found in persona_identifiers[].id definitely belongs to this user (if false, we used probabilistic edges).

persona_identifiers[].id

array[string]

Server

All

Device, browser, or user id.

persona_identifiers[].type

array[string]

Server

All

Type of id found in the persona_identifiers[].id dimension.

reengagement_activity_touch_data_dollar_meta_is_mobile_data_terms_signed

boolean

Server

All except IMPRESSION, CLICK, VIEW

Whether Meta's mobile data terms have been signed for the Reengagement Touch. When true, Meta does not require Branch to scrub Meta-related data from this reengagement record.

referrer_click_timestamp

int

Server

OPEN, INSTALL, REINSTALL, LIFECYCLE

The time of the Play Store launch (Android only, TUNE-migrated customers only).

request_id

string

Server

All except IMPRESSION

A Branch generated identifer used to track the request through our pipeline.

seconds_from_last_attributed_touch_to_event

int

Server

OPEN, INSTALL, REINSTALL, LIFECYCLE

number of seconds between when the last touch occurred and when this event subsequently occurred. CAPPED AT 60.

store_install_begin_timestamp

int

Server

OPEN, INSTALL, REINSTALL, LIFECYCLE

The time the install button is clicked in the Play Store / App Store (TUNE-migrated customers only).

timestamp

int

Server

All

Unix timestamp in milliseconds for the event.

tune_site_event_id

int

Client

All except WEB SESSION START, PAGEVIEW

TUNE's event id. Per-site.

tune_site_id

int

Client

All

The id of the TUNE site (comparable to Branch's app_id).

tune_site_name

string

Client

All

The name of the TUNE site.

universal_link_url

string

Client

All except IMPRESSION, VIEW

A client-specified web URL (Branch or non-Branch) that opens an iOS app via Apple Universal Links.

webhook_request_headers

map[string->string]

Server

LIFECYCLE

Request headers.

webhook_request_url

string

Server

LIFECYCLE

Request URL.

webhook_response_code

int

Server

LIFECYCLE

Code returned in the response by the third party.

last_attributed_touch_data_custom_fields

string

Client

All

Any deep link data specified for the last touch not captured by the above fields e.g. {foo:true, $deeplink_path: 'id/12'}. "custom_fields" should not be surfaced as an independent object. The values should be included in last_attributed_touch_data.

last_attributed_touch_data_dollar_3p

string

Client

All

advertising partner short-code (e.g. e_rs) specified for the last attributed touch.

last_attributed_touch_data_dollar_fb_data_terms_not_signed

boolean

Server

All except IMPRESSION, CLICK, VIEW

Whether the mobile data terms are not signed from Facebook. This means we need to hide everything attribution-related from external events.

last_attributed_touch_data_dollar_marketing_title

string

Server

All

Quick Link title.

last_attributed_touch_data_dollar_meta_is_mobile_data_terms_signed

boolean

Server

All

Whether Meta's mobile data terms have been signed for the Last Attributed Touch. When true, Meta does not require Branch to scrub Meta-related data from this attribution record.

last_attributed_touch_data_plus_attribution_method

string

Server

All

The specific signal, mechanism, identifier, or framework used to link the conversion event to a marketing touchpoint (e.g., ADVERTISING_ID, GCLID, GBRAID, AEM, PERSONA).

last_attributed_touch_data_plus_attribution_method_type

string

Server

All

Classifies the broader category of methodology used to generate or validate the attribution signal, grouping methods based on reliability or privacy frameworks (e.g., PARTNER_DETERMINISTIC, PARTNER_CLICK_IDENTIFIERS, BRANCH_MODELLED, PARTNER_PRIVACY_FRAMEWORK).

last_attributed_touch_data_plus_current_feature

enum { EMAIL, ADS, DESKTOP_JOURNEYS, MOBILE_JOURNEYS, DESKTOP_DEEPVIEWS, MOBILE_DEEPVIEWS, SOCIAL, QUICK_LINKS }

Server

IMPRESSION, CLICK, VIEW, LIFECYCLE

Branch feature (determined by Branch) of the current touch.

last_attributed_touch_data_plus_referring_domain

string

Client

All except IMPRESSION

Domain of the URL that the user visited before landing on a page with a Journey. This should use the same data source that we use for the "came directly from a URL" audience filter.

last_attributed_touch_data_plus_touch_id

string

Server

All

The attributing touch's (impression, click, etc) id.

last_attributed_touch_data_plus_via_features

enum { EMAIL, ADS, DESKTOP_JOURNEYS, MOBILE_JOURNEYS, DESKTOP_DEEPVIEWS, MOBILE_DEEPVIEWS, SOCIAL, QUICK_LINKS }

Server

All except IMPRESSION

All Branch features (determined by Branch) which were determined, via attribution, to have led to this event. For example, if an email link click leads to a Journey which leads to the app, the published eo_open will have +via_features: [EMAIL, JOURNEYS].

last_attributed_touch_data_plus_web_format

enum { AMP, INSTANT_ARTICLES }

Client

All

Set if an event originated with a touch on Google AMP or Facebook Instant Article.

last_attributed_touch_data_tilde_ad_id

string

Server

All

The ad id specified for the last attributed touch.

last_attributed_touch_data_tilde_ad_name

string

Server

INSTALL, REINSTALL

The ad name specified for the last attributed touch.

last_attributed_touch_data_tilde_ad_set_id

string

Server

INSTALL, REINSTALL

The ad set id specified for the last attributed touch.

last_attributed_touch_data_tilde_ad_set_name

string

Server

INSTALL, REINSTALL

The ad set name specified for the last attributed touch.

last_attributed_touch_data_tilde_advertising_partner_id

string

Client or server

All

ID for the advertising partner specified for the last attributed touch. For now, specific to partners migrating from TUNE.

last_attributed_touch_data_tilde_advertising_partner_name

string

Server

All

Human-readable advertising partner name specified for the last attributed touch.

last_attributed_touch_data_tilde_agency

string

Client

All

Agency of the last touch, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

last_attributed_touch_data_tilde_agency_id

string

Client

All

ID of agency of the last touch, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

last_attributed_touch_data_tilde_banner_dimensions

string

Client

All

Dimensions of display banner of the last touch, as set with an analytics tag.

last_attributed_touch_data_tilde_branch_ad_format

string

Client

All

Ad format of the last touch. Ad Format chosen upon Branch link creation and set as an analytics tag. e.g. Search, Display, Product Ad, App only.

last_attributed_touch_data_tilde_campaign

string

Client or server

All

Campaign (name) specified for the last attributed touch. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_data_tilde_campaign_id

string

Server

All

Campaign id specified for the last attributed touch.

last_attributed_touch_data_tilde_campaign_type

string

Server

All

Campaign type. Google AAP field.

last_attributed_touch_data_tilde_channel

string

Client or server

All

Channel specified for the last attributed touch. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_data_tilde_content_id

string

Server

All

Content ID of the link; used for Roku and other OTT content.

last_attributed_touch_data_tilde_creative_id

string

Server

All

Creative id specified for the last attributed touch.

last_attributed_touch_data_tilde_customer_ad_name

string

Client

All

The customer ad name specified for the last attributed touch. Can be specified on the link by the client.

last_attributed_touch_data_tilde_customer_ad_set_name

string

Ad network

All

Customer ad set name specified for the last attributed touch.

last_attributed_touch_data_tilde_customer_campaign

string

Client or server

All

Customer campaign specified for the last attributed touch. Can be specified on links by the client.

last_attributed_touch_data_tilde_customer_keyword

string

Client

All

Customer keyword of the last touch. Can be specified on links by the client.

last_attributed_touch_data_tilde_customer_placement

string

Client

All

Customer specified placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

last_attributed_touch_data_tilde_customer_secondary_publisher

string

Ad network

All

Customer secondary publisher specified for the last attributed touch.

last_attributed_touch_data_tilde_customer_sub_site_name

string

Client

All

Customer reference to the site where the ad was displayed. Can be specified on links by the client.

last_attributed_touch_data_tilde_external_touch_id

string

Ad network

All

The id of click or impression (view) sent to Branch from a third party. Used to tie an attributed event back to the original touch. Where the attributed partner is Google SAN, this will be the gclid value. See gclid in this sheet for more information.

last_attributed_touch_data_tilde_feature

string

Client or server

All

Feature specified for the last attributed touch. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_data_tilde_id

long

Server

All except IMPRESSION

The id for the last attributed touch (Quick Links only).

last_attributed_touch_data_tilde_journey_id

string

Server

All except IMPRESSION

Audience rule id for a Journey.

last_attributed_touch_data_tilde_journey_name

string

Client or server

All except IMPRESSION

"Campaign Name" or "title" for an audience rule / Journey. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_data_tilde_keyword

string

Server

All

The keyword specified for the last attributed touch.

last_attributed_touch_data_tilde_keyword_id

string

Google

All

Unique ID for keyword of the last touch as provided by Google.

last_attributed_touch_data_tilde_keyword_match_type

string

Server

All except IMPRESSION, CLICK, VIEW

How the keyword the user searched got matched to the ad, e.g. Broad, Exact, Phrase, Search Match.

last_attributed_touch_data_tilde_optimization_model

string

Client

All

Optimization model of the last touch, as set with an analytics tag. Model detailing the event for which the campaign is optimizing, e.g. for installs, clicks, events.

last_attributed_touch_data_tilde_organic_search_url

string

Server

All except IMPRESSION

The organic search URL that the topic has been last attributed to.

last_attributed_touch_data_tilde_placement

string

Client

All

Placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns

last_attributed_touch_data_tilde_placement_id

string

Client

All

ID of placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns

last_attributed_touch_data_tilde_secondary_ad_format

string

Client

All

Secondary ad format of the last touch, as set with an analytics tag or during ad link creation flow in the dashboard. Ad Partner Specific Ad format, such as Display Engagement Ad for Google.

last_attributed_touch_data_tilde_secondary_publisher

string

Ad network

All

Secondary publisher specified for the last attributed touch.

last_attributed_touch_data_tilde_secondary_publisher_id

string

Ad network

All

The id of secondary publisher specified for the last attributed touch.

last_attributed_touch_data_tilde_stage

string

Client or server

All

Stage specified for the last attributed touch. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_data_tilde_sub_site_name

string

Ad network

All

Reference to the site where the ad was displayed.

last_attributed_touch_data_tilde_tags

array[string]

Client or server

All

Tags specified for the last attributed touch. Can be specified on links by the client, or prefilled automatically server side in some cases.

last_attributed_touch_data_tilde_technology_partner

string

Client

All

Technology partner of last touch, as set with an analytics tag. Any third party that's used to enhance a campaign (e.g. audiences being provided, creative optimization), with the exception of agencies.

last_attributed_touch_data_tilde_tune_publisher_id

int

Client

All

Publisher id of the last touch. TUNE-specific variable for one customer's ad network enablement. In general, last_attributed_touch_data_tilde_advertising_partner_name is a better field to use.

last_attributed_touch_data_tilde_tune_publisher_name

string

Client

All

Publisher name of the last touch. TUNE-specific variable for one customer's ad network enablement. In general, last_attributed_touch_data_tilde_advertising_partner_name is a better field to use.

last_attributed_touch_data_tilde_tune_publisher_sub1

string

Client

All

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_attributed_touch_data_tilde_tune_publisher_sub2

string

Client

All

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_attributed_touch_data_tilde_tune_publisher_sub3

string

Client

All

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_attributed_touch_data_tilde_tune_publisher_sub4

string

Client

All

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_attributed_touch_data_tilde_tune_publisher_sub5

string

Client

All

General-purpose field for passing data from click through to installs, opens, and conversion events.

last_attributed_touch_data_tilde_view_id

string

Server

All except IMPRESSION

Branch view id for a Journey.

last_attributed_touch_data_tilde_view_name

string

Client or server

All except IMPRESSION

"View Name" or "title" for a branch view / template. Can be specified on links by the client, or prefilled automatically server side in some cases.

user_data_aaid

string

Client

All except VIEW, WEB SESSION START, PAGEVIEW

Android/Google advertising id of the device where the event occurred.

user_data_android_id

string

Client

All except IMPRESSION, VIEW, WEB SESSION START, PAGEVIEW

Android hardware id. Can only be reset by wiping the device.

user_data_app_package_name

string

Client

All except IMPRESSION, VIEW, WEB SESSION START, PAGEVIEW

TUNE uses this to look up the site the request is for. site_id is preferred as it is more specific. Also used in webhooks.

user_data_app_store

string

Client

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

Specifies which app store the app was downloaded for.

user_data_app_version

string

Client

All except IMPRESSION, VIEW, WEB SESSION START, PAGEVIEW

App version where the event occurred.

user_data_brand

string

Client

All

Brand of the device where the event occurred.

user_data_browser

string

Client

All except OPEN, INSTALL, REINSTALL

A human-readable name for the browser from which the web event originated. Derived from user-agent string.

user_data_build

string

Server

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

The build version of the device. TUNE-migrated customers only.

user_data_carrier_name

string

Server

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

The name of the carrier (e.g. Verizon) of the device. TUNE-migrated customers only.

user_data_cpp_level

string

Client

All

Consumer Protection Preference level.

user_data_cpu_type

string

Server

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

The type of central processing unit used by the device. TUNE-migrated customers only.

user_data_cross_platform_id

string

Server

All

An app-scoped unique identifier for the Branch Persona for which this event occurred.

user_data_developer_identity

string

Client

All

Developer-specified identity for a user.

user_data_device_type

enum { ANDROID_PHONE, ANDROID_TABLET, DESKTOP, IOS_PHONE, IOS_TABLET, OTHER, TV_OS, UNKNOWN, WINDOWS_PHONE, WINDOWS_TABLET }

Client

All

TUNE historically has categorized devices for convenience aggregate analytics. Similar to user_data_platform, with the addition of Windows devices and specifying phone vs tablet.

user_data_dma_ad_personalization

boolean

Client

All

Indicates whether the end-user has explicitly granted or denied ads personalization consent. Set to true if consent is granted, and false if denied.

user_data_dma_ad_user_data

boolean

Client

All

Indicates whether the end-user has explicitly granted or denied consent for the 3rd-party transmission of user-level data for advertising purposes. Set to true if consent is granted, and false if denied. Required if user_data_dma_eea is set to true.

Warning: Failure to include user consent signals may result in attribution or campaign performance degradation.

user_data_dma_eea

boolean

Client

All

Indicates whether European regulations, including the Digital Markets Act (DMA), apply to this user and conversion. Set to true if the user is included in European Union regulations (e.g., located within the EEA), and false if they are excluded. Required if EU regulations apply to this user.

Warning: Failure to include user consent signals may result in attribution or campaign performance degradation.

user_data_environment

enum { FULL_WEB, FULL_APP, IMESSAGE_APP, INSTANT_APP }

Client

All

Runtime environment where the event occurred, which can distinguish between e.g. full app vs instant app.

user_data_geo_city_code

int

Server

All

City code, derived from IP address (above).

user_data_geo_city_en

string

Server

All

Human-readable city, derived from IP address (above).

user_data_geo_country_code

string

Server

All

Country code, derived from IP address (above).

user_data_geo_country_en

string

Server

All

Country name in English, derived from IP address (above).

user_data_geo_dma_code

int

Server

All

DMA code, derived from IP address (above). https://support.google.com/richmedia/answer/2745487?hl=en

user_data_geo_lat

double

Server

All

Latitude, derived from IP address (above).

user_data_geo_lon

double

Server

All

Longitude, derived from IP address (above).

user_data_geo_postal_code

string

Server

All

Postal code, derived from IP address (above).

user_data_geo_region_code

string

Server

All

Region code, derived from IP address (above).

user_data_geo_region_en

string

Server

All

Human-readable region, derived from IP address (above).

user_data_http_referrer

string

Client

All except OPEN, INSTALL, REINSTALL

Referral url that led to the current page where Web SDK logged web session start.

user_data_idfa

string

Client

All except VIEW, WEB SESSION START, PAGEVIEW

iOS advertising id of the device where the event occurred.

user_data_idfv

string

Client

All except IMPRESSION, VIEW, WEB SESSION START, PAGEVIEW

iOS vendor id of the device where the event occurred. Scoped to a vendor e.g. Facebook: idfv is the same for Facebook and Messenger but different Twitter.

user_data_installer_package_name

string

Server

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

The package name of the app that installed the app. TUNE-migrated customers only.

user_data_internet_connection_type

string

Server

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

The type of connection to the internet (e.g. Wifi) used by the device. TUNE-migrated customers only.

user_data_ip

string

Server

All

IP address from which the API call tracking the event originated. Set automatically server side.

user_data_is_jailbroken

boolean

Client

All

If true, then the phone that sent this event was jailbroken.

user_data_kindle_id

string

Server

All except VIEW, WEB SESSION START, PAGEVIEW

Kindle ID.

user_data_language

string

Client

All

Language specified in the user_agent string (or in some cases other headers).

user_data_limit_ad_tracking

boolean

Client

All except CLICK

True if the partner has opted to not be tracked by advertisers. On iOS 10+, accompanied by idfa of 0s.

user_data_model

string

Client

All

Model of the device where the event occurred.

user_data_oaid

string

Server

All except VIEW

The Open Anonymous Device Identifier (OAID) is used for advertising purposes in place of the non-supported Google Advertising ID for specific device manufacturers. The Branch SDK collects OAID and uses it for attribution on clicks and impressions.

user_data_opted_in

boolean

Client

OPEN, INSTALL

Boolean for whether the second OPEN can be infered as INSTALL after opt-in. If set, the event can be considered as our synthetic OPEN generated by api-open by inspecting incoming event paramters with persona data. If the event is not considered as the second OPEN, the flag is not present. Only available for iOS14.5 or higher.

user_data_opted_in_status

enum { not_determined, restricted, denied, authorized }

Client

OPEN, INSTALL, REINSTALL

Opted in Status is for iOS 14.5 and above users where the ATT Prompt status is defined and passed to Branch Servers via the SDK.

user_data_os

enum { AMAZON_FIRE, AMAZON_FIRE_TV, ANDROID, BADA, BEOS, BLACKBERRY, BSD, CENTOS, CHROMIUM_OS, DEBIAN, DRAGONFLY, FEDORA, FIREFOX_OS, FREEBSD, GENTOO, GN, IOS, JOLI, KUBUNT, LINUX, MAC_OS, MANDRIVA, MEEGO, MINT, NETBSD, NINTENDO, OPENBSD, OS_2, OTHER, PLAYSTATION, RIM_TABLET_OS, ROBOTS, SAILFISH, SLACKWARE, SOLARIS, SUSE, SYMBIAN, TIZEN, TVOS, UBUNT, UNIX, WINDOWS, WINDOWS_PHONE, ZENWALK }

Client

All

The OS of the device where the event occurred. Note that robots includes web and app robots for easy filtering.

user_data_os_version

string

Client

All

The OS version (iOS) or API version (Android) of the device where the event occurred.

user_data_os_version_android

string

Client

All

The OS version (Android) of the device where the event occurred.

user_data_past_cross_platform_ids

array[string]

Server

All

A list of past cross_platform_id values associated with this Branch Persona. Enables identifying Personas that have been merged together.

user_data_platform

enum { ANDROID_APP, ANDROID_TV, ANDROID_WEB, DESKTOP_WEB, FIRE_APP, IOS_APP, IOS_TV, IOS_WEB, MAC_APP, OTHER, ROBOT, WINDOWS_APP }

Client

All

Convenience dimension that allows users to easily see web vs app, desktop vs mobile, and iOS vs Android vs other. Derived from information specified by the client.

user_data_prob_cross_platform_ids[].id

array[string]

Server

All

A list of past cross_platform_id values that are probabilistically associated with this Branch Persona. Enables identifying Personas that may be the same.

user_data_prob_cross_platform_ids[].probability

array[double]

Server

All

A list of past cross_platform_id values that are probabilistically associated with this Branch Persona. Enables identifying Personas that may be the same.

user_data_referral_source

string

Client

All except IMPRESSION, VIEW, WEB SESSION START, PAGEVIEW

Android: activity.getCallingPackage(). iOS: Web referrer, safari referrer, or bundle_id.

user_data_screen_height

int

Server

All except IMPRESSION, VIEW, WEB SESSION START

The width of the screen of the device. TUNE-migrated customers only.

user_data_screen_width

int

Server

All except IMPRESSION, VIEW, WEB SESSION START

The width of the screen of the device. TUNE-migrated customers only.

user_data_sdk_version

string

Client

All except IMPRESSION, VIEW

Branch SDK version used to track this event.

user_data_tune_mat_id

string

Client or server

All except VIEW, WEB SESSION START, PAGEVIEW

TUNE User id generated by the SDK. Can also be set server-side if not set. Not shared across customers. Can be attached to a TUNE click, and subsequent events with the same mat_id can be attributed back to that click.

user_data_user_agent

string

Client

All

User agent of the browser or app where the event occurred. Usually associated with a webview.

user_data_windows_aid

string

Server

All except VIEW, WEB SESSION START, PAGEVIEW

Windows Advertising ID.

content_items[].custom_fields

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Partner-specified custom key-value pairs associated with a BUO.

content_items[].dollar_address_city

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

City for a restaurant, business, room (hotel), etc.

content_items[].dollar_address_country

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Country code for a restaurant, business, room (hotel), etc.

content_items[].dollar_address_postal_code

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Postal/zip code for a restaurant, business, room (hotel), etc.

content_items[].dollar_address_region

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

State or region for a restaurant, business, room (hotel), etc.

content_items[].dollar_address_street

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Street address for a restaurant, business, room (hotel), etc.

content_items[].dollar_canonical_identifier

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Used to allow Branch to unify content/messages.

content_items[].dollar_canonical_url

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

A web URL which refers to the content on the public web (mobile or desktop). Preferably is a permalink, and used as canonical URL elsewhere (main website, AMP pages, etc.).

content_items[].dollar_condition

enum { NEW, EXCELLENT, GOOD, FAIR, POOR, USED, REFURBISHED, OTHER }

Client

COMMERCE, CONTENT, LIFECYCLE

For auctions, whether the item is new, good, acceptable, etc.

content_items[].dollar_content_schema

enum { COMMERCE_AUCTION, COMMERCE_BUSINESS, COMMERCE_OTHER, COMMERCE_PRODUCT, COMMERCE_RESTAURANT, COMMERCE_SERVICE, COMMERCE_TRAVEL_FLIGHT, COMMERCE_TRAVEL_HOTEL, COMMERCE_TRAVEL_OTHER, GAME_STATE, MEDIA_IMAGE, MEDIA_MIXED, MEDIA_MUSIC, MEDIA_OTHER, MEDIA_VIDEO, OTHER, TEXT_ARTICLE, TEXT_BLOG, TEXT_OTHER, TEXT_RECIPE, TEXT_REVIEW, TEXT_SEARCH_RESULTS, TEXT_STORY, TEXT_TECHNICAL_DOC }

Client

COMMERCE, CONTENT, LIFECYCLE

Category / schema for a piece of content.

content_items[].dollar_creation_timestamp

array[int]

Client

COMMERCE, CONTENT, LIFECYCLE

Time the content was created.

content_items[].dollar_currency

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Currency code for a BUO.

content_items[].dollar_exp_date

array[int]

Client

COMMERCE, CONTENT, LIFECYCLE

The last time afterwhich this content is no longer valid. Using null / 0 means no limit.

content_items[].dollar_image_captions

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Captions associated with the image.

content_items[].dollar_keywords

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Any keywords.

content_items[].dollar_latitude

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Latitude for a restaurant, business, room (hotel), etc.

content_items[].dollar_locally_indexable

array[boolean]

Client

COMMERCE, CONTENT, LIFECYCLE

If true, content can be indexed for local (device) use. If false, content cannot index for local use.

content_items[].dollar_longitude

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Longitude for a restaurant, business, room (hotel), etc.

content_items[].dollar_og_description

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Description (for individual item).

content_items[].dollar_og_image_url

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Image URL.

content_items[].dollar_og_title

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

The rendered document title (also for searching) - if a collection then the title for the collection not the individual items.

content_items[].dollar_price

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Unit price for the product/content.

content_items[].dollar_price_in_usd

array[double]

Client or server

COMMERCE, CONTENT, LIFECYCLE

Unit price in USD, based off of price, currency, and exchange rate.

content_items[].dollar_product_brand

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Product's brand.

content_items[].dollar_product_category

enum { ANIMALS_AND_PET_SUPPLIES, APPAREL_AND_ACCESSORIES, ARTS_AND_ENTERTAINMENT, BABY_AND_TODDLER, BUSINESS_AND_INDUSTRIAL, CAMERAS_AND_OPTICS, ELECTRONICS, FOOD_BEVERAGES_AND_TOBACCO, FURNITURE, HARDWARE, HEALTH_AND_BEAUTY, HOME_AND_GARDEN, LUGGAGE_AND_BAGS, MATURE, MEDIA, OFFICE_SUPPLIES, RELIGIOUS_AND_CEREMONIAL, SOFTWARE, SPORTING_GOODS, TOYS_AND_GAMES, VEHICLES_AND_PARTS }

Client

COMMERCE, CONTENT, LIFECYCLE

Product category, if product.

content_items[].dollar_product_name

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Product's name.

content_items[].dollar_product_variant

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Product variant (e.g. XL).

content_items[].dollar_publicly_indexable

array[boolean]

Client

COMMERCE, CONTENT, LIFECYCLE

If true, content can be seen by anyone. If false, content cannot index for public use.

content_items[].dollar_quantity

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Quantity of the item to be ordered (for PURCHASE, ADD_TO_CART, etc).

content_items[].dollar_rating

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Rating given by the user on a RATE event.

content_items[].dollar_rating_average

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Average rating of the item.

content_items[].dollar_rating_count

array[int]

Client

COMMERCE, CONTENT, LIFECYCLE

Number of ratings for the item.

content_items[].dollar_rating_max

array[double]

Client

COMMERCE, CONTENT, LIFECYCLE

Maximum possible rating for the item (e.g. 5 stars is highest possible rating).

content_items[].dollar_sku

array[string]

Client

COMMERCE, CONTENT, LIFECYCLE

Product sku or product id.

content_items[].dollar_value

array[double]

Server

COMMERCE, CONTENT, LIFECYCLE

Value is the product of $price multipled by $quantity.

content_items[].dollar_value_in_usd

array[double]

Server

COMMERCE, CONTENT, LIFECYCLE

Value in USD (see $value above), based off of price, currency, and exchange rate.

event_data_ad_type

enum { BANNER, INTERSTITIAL, REWARDED_VIDEO, NATIVE }

Client

COMMERCE, CONTENT, LIFECYCLE

Ad type that the user saw or clicked on. Defined by Facebook.

event_data_affiliation

string

Client

COMMERCE, CONTENT, LIFECYCLE

Store or affiliation from which this transaction occurred (e.g. Google Store).

event_data_coupon

string

Client

COMMERCE, CONTENT, LIFECYCLE

Transaction coupon redeemed with the transaction (e.g. "SPRING2017").

event_data_currency

string

Client

COMMERCE, CONTENT, LIFECYCLE

Currency that revenue, price, shipping, tax were orginally reported in by the partner.

event_data_custom_param_1

string

Client

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

Custom parameter 1 for your event.

event_data_custom_param_2

string

Client

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

Custom paramter 2 for your event.

event_data_custom_param_3

string

Client

OPEN, INSTALL, REINSTALL, COMMERCE, CONTENT, LIFECYCLE, CUSTOM

Custom parameter 3 for your event.

event_data_description

string

Client

COMMERCE, CONTENT, LIFECYCLE

Description associated with the event, not necessarily specific to any individual content items.

event_data_exchange_rate

double

Client

COMMERCE, CONTENT, LIFECYCLE

Exchange rate from the time the event occurred (may be up to 24 hours old but is typically updated within the hour).

event_data_revenue

double

Client

COMMERCE, CONTENT, LIFECYCLE

Partner-specified revenue for the event.

event_data_revenue_in_usd

double

Server

COMMERCE, CONTENT, LIFECYCLE

Revenue in USD, based off of revenue, currency, and exchange rate.

event_data_search_query

string

Client

COMMERCE, CONTENT, LIFECYCLE

Search query associated with the event.

event_data_shipping

double

Client

COMMERCE, CONTENT, LIFECYCLE

Shipping cost associated with the transaction. Specified by the client.

event_data_tax

double

Client

COMMERCE, CONTENT, LIFECYCLE

Total tax associated with the transaction.

event_data_transaction_id

string

Client

COMMERCE, CONTENT, LIFECYCLE, CUSTOM

Sartner-specified transaction id for their internal use.