This reference lists every field in the Branch Event Ontology with its type, whether you or Branch sets it, and which event types include it. Use it to see what to send when you build an integration, and what you can expect downstream in exports, webhooks, and the API.

How to read this reference

Fields are grouped by family. Each table lists:

• Field: The field name as it appears in exports and the API.
• Type: The data type, including the allowed values for enums.
• Set by: Who populates the field. Client means you send it from the SDK or API, Server means Branch derives it, and Client or server means either can supply it.
• Events: Which event types include the field. All means all twelve event types.
• Description: What the field represents.

Note: event types and naming

For what each event type means and the SDK constants that map to it, see Branch Event Ontology.

Field name conventions

Branch adds a prefix to each deep link data key to show where it comes from. In field names, those prefixes are spelled out: dollar_ for $ (a Branch reserved keyword), tilde_ for ~ (an analytics label), and plus_ for + (data Branch adds). For example, content_items[].dollar_price is the $price key. To learn more about the prefixes, see Deep Linking Full Reference.

Field reference

The ontology defines 273 distinct fields across the twelve event types. 88 of them appear in every event type, and the rest apply to a subset, as shown in the Events column.

Event fields (103 fields)

Fields that describe the event itself, the app, the device, and the session.

Field	Type	Set by	Events	Description
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 others 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 identifier 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.

Attribution fields (last_attributed_touch_data) (63 fields)

Fields describing the ad touchpoint Branch attributed the event to. Useful downstream for reporting on campaign performance.

Field	Type	Set by	Events	Description
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 and device fields (user_data) (56 fields)

Fields describing the user and their device at the time of the event.

Field	Type	Set by	Events	Description
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 inferred as INSTALL after opt-in. If set, the event can be considered as our synthetic OPEN generated by api-open by inspecting incoming event parameters with persona data. If the event is not considered as the second OPEN, the flag is not present. Only available for iOS 14.5 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 item fields (content_items) (36 fields)

Fields describing the individual products or content in the event. Sent as an array, so one event can carry many items.

Field	Type	Set by	Events	Description
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 after which 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 multiplied 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 detail fields (event_data) (15 fields)

Fields describing the transaction or interaction, such as revenue, currency, and search query.

Field	Type	Set by	Events	Description
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 originally 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 parameter 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	Partner-specified transaction id for their internal use.