Branch Event Ontology

  • Published on Feb 18, 2025

Branch's Event Ontology Data Schema is a unified format that is shared across all Branch products.

Events Included

We split out events into logical groupings. We have the following distinct event groupings:

  • impression

  • click

  • Branch CTA view

  • open

  • install

  • reinstall

  • web session start (measured every time a webpage with the Web SDK opens in a new tab or when a user clicks on a Branch Link and is redirected to a page with the Web SDK)

  • pageview

  • commerce event

  • custom event

  • content event

  • user lifecycle event

Install Event Changes Post iOS 14.5

Apple requires users to opt into sharing their device data through Apple's AppTrackingTransparency framework.  When an install is attributed to paid ads, a 2nd install event will fire post user opt-in

For additional information on changes post iOS 14.5, visit our FAQ Pages

The last four are groupings of multiple events.

  • Custom events are any events you choose to track with Branch that fall outside our list of standard events.

  • Commerce events include a short list of events such as PURCHASE that involve e-commerce.

  • Content events include a short list of events such as VIEW_ITEM that involve content and are not directly related to e-commerce.

  • User lifecycle events are events marking a distinct action completed by a user as they progress through your app, such as COMPLETE_REGISTRATION.

Branch Events

Commerce Events

Event Name

iOS

Android

Web/API

Add To Cart

BranchStandardEventAddToCart

BRANCH_STANDARD_EVENT.ADD_TO_CART

ADD_TO_CART

Add To Wishlist

BranchStandardEventAddToWishlist

BRANCH_STANDARD_EVENT.ADD_TO_WISHLIST

ADD_TO_WISHLIST

View Cart

BranchStandardEventViewCart

BRANCH_STANDARD_EVENT.VIEW_CART

VIEW_CART

Initiate Purchase

BranchStandardEventInitiatePurchase

BRANCH_STANDARD_EVENT.INITIATE_PURCHASE

INITIATE_PURCHASE

Add Payment Info

BranchStandardEventAddPaymentInfo

BRANCH_STANDARD_EVENT.ADD_PAYMENT_INFO

ADD_PAYMENT_INFO

Click Ad

BranchStandardEventClickAd

BRANCH_STANDARD_EVENT.CLICK_AD

CLICK_AD

Purchase

BranchStandardEventPurchase

BRANCH_STANDARD_EVENT.PURCHASE

PURCHASE

Reserve

BranchStandardEventReserve

BRANCH_STANDARD_EVENT.RESERVE

RESERVE

Spend Credits

BranchStandardEventSpendCredits

BRANCH_STANDARD_EVENT.SPEND_CREDITS

SPEND_CREDITS

View Ad

BranchStandardEventViewAd

BRANCH_STANDARD_EVENT.VIEW_AD

VIEW_AD

Content Events

Event Name

iOS

Android

Web/API

Search

BranchStandardEventSearch

BRANCH_STANDARD_EVENT.SEARCH

SEARCH

View Item

BranchStandardEventViewItem

BRANCH_STANDARD_EVENT.VIEW_ITEM

VIEW_ITEM

View Items

BranchStandardEventViewItems

BRANCH_STANDARD_EVENT.VIEW_ITEMS

VIEW_ITEMS

Rate

BranchStandardEventRate

BRANCH_STANDARD_EVENT.RATE

RATE

Share

BranchStandardEventShare

BRANCH_STANDARD_EVENT.SHARE

SHARE

Initiate Stream

BranchStandardEventInitiateStream

BRANCH_STANDARD_EVENT.INITIATE_STREAM

INITIATE_STREAM

Complete Stream

BranchStandardEventCompleteStream

BRANCH_STANDARD_EVENT.COMPLETE_STREAM

COMPLETE_STREAM

Lifecycle Events

Event Name

iOS

Android

Web/API

Complete Registration

BranchStandardEventCompleteRegistration

BRANCH_STANDARD_EVENT.COMPLETE_REGISTRATION

COMPLETE_REGISTRATION

Complete Tutorial

BranchStandardEventCompleteTutorial

BRANCH_STANDARD_EVENT.COMPLETE_TUTORIAL

COMPLETE_TUTORIAL

Achieve Level

BranchStandardEventAchieveLevel

BRANCH_STANDARD_EVENT.ACHIEVE_LEVEL

ACHIEVE_LEVEL

Unlock Achievement

BranchStandardEventUnlockAchievement

BRANCH_STANDARD_EVENT.UNLOCK_ACHIEVEMENT

UNLOCK_ACHIEVEMENT

Invite

BranchStandardEventInvite

BRANCH_STANDARD_EVENT.INVITE

INVITE

Login

BranchStandardEventLogin

BRANCH_STANDARD_EVENT.LOGIN

LOGIN

Start Trial

BranchStandardEventStartTrial

BRANCH_STANDARD_EVENT.START_TRIAL

START_TRIAL

Subscribe

BranchStandardEventSubscribe

BRANCH_STANDARD_EVENT.SUBSCRIBE

SUBSCRIBE

Custom Events

Custom Events can be tracked if the event does not fall within one of the categories above.

Field Examples

At each event, we provide a considerable amount of information. The following table has an overview. Several of the fields below are objects which themselves have many fields.

Field

Type

Description

id

String

A unique id for the event

name

String

The name of the event, such as CLICK, INSTALL, PURCHASE, or custom event names like "signup".

timestamp

Long

Unix timestamp in milliseconds for the event

user_data_opted_in

Boolean

Will always be false on first install. Will only be true on first app session after users opts in to Apple's App Tracking Transparency framework from paid ads

days_from_install_to_opt_in

Int

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

request_id

String

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

days_from_last_attributed_touch_to_event

Int

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

last_attributed_touch_type

enum { CLICK, IMPRESSION }

Whether the last attributed touch was an impression or a click

last_attributed_touch_data_tilde_id

Long

id for the last attributed touch (Quick Links only). set automatically server side.

last_attributed_touch_data_tilde_keyword_match_type

String

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

last_attributed_touch_timestamp

Long

Unix timestamp in milliseconds for the last attributed touch.

last_attributed_touch_data

Object

If an impression, click, or branch CTA view, this field contains the link data directly associated with the event. For all other events, this is the data associated with the last qualifying touch (click, impression, etc) to occur before this event. Subject to attribution windows, within which the last click trumps a more recent impression.

days_from_last_cta_view_to_event

Int

Number of days between when the last Branch CTA view occurred and when this event subsequently occurred (see datasource definition of CTA view).

last_cta_view_timestamp

Long

Unix timestamp in milliseconds for the last Branch CTA view.

last_cta_view_data

Object

This is the data associated with the last qualifying Branch CTA View to occur before this event. Subject to attribution windows, within which the last click trumps a more recent impression.

first_event_for_user

Boolean

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

user_data

Object

Data associated with the user who triggered the event.

event_data

Object

Data associated with commerce or content events, but not specific to any one item.

content_items

Array of Object

Array of content items. A content item is any distinct item, whether a product, piece of content, restaurant, service, flight, hotel, or any kind of media (text, visual, audio.)

custom_data

Object

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

Full List of Fields

If you are building an integration with Branch or simply wish to learn more about the fields we offer, please download the .xlsx file below. This file can be opened with Microsoft Excel, Apple Numbers, or Google Sheets.

The file provides a comprehensive list of events and fields, definitions, and data types, along with which fields are available for which event types.

Full Event Ontology for Webhooks, Data Integrations, and Exports

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