Filters

Branch Event Ontology

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 now have the following distinct event groupings:

  • impression
  • click
  • Branch CTA view
  • open
  • install
  • reinstall
  • web session start
  • 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 NameiOSAndroidWeb/API
Add To CartBranchStandardEventAddToCartBRANCH_STANDARD_EVENT.ADD_TO_CARTADD_TO_CART
Add To WishlistBranchStandardEventAddToWishlistBRANCH_STANDARD_EVENT.ADD_TO_WISHLISTADD_TO_WISHLIST
View CartBranchStandardEventViewCartBRANCH_STANDARD_EVENT.VIEW_CARTVIEW_CART
Initiate PurchaseBranchStandardEventInitiatePurchaseBRANCH_STANDARD_EVENT.INITIATE_PURCHASEINITIATE_PURCHASE
Add Payment InfoBranchStandardEventAddPaymentInfoBRANCH_STANDARD_EVENT.ADD_PAYMENT_INFOADD_PAYMENT_INFO
Click AdBranchStandardEventClickAdBRANCH_STANDARD_EVENT.CLICK_ADCLICK_AD
PurchaseBranchStandardEventPurchaseBRANCH_STANDARD_EVENT.PURCHASEPURCHASE
ReserveBranchStandardEventReserveBRANCH_STANDARD_EVENT.RESERVERESERVE
Spend CreditsBranchStandardEventSpendCreditsBRANCH_STANDARD_EVENT.SPEND_CREDITSSPEND_CREDITS
View AdBranchStandardEventViewAdBRANCH_STANDARD_EVENT.VIEW_ADVIEW_AD

Content Events

Event NameiOSAndroidWeb/API
SearchBranchStandardEventSearchBRANCH_STANDARD_EVENT.SEARCHSEARCH
View ItemBranchStandardEventViewItemBRANCH_STANDARD_EVENT.VIEW_ITEMVIEW_ITEM
View ItemsBranchStandardEventViewItemsBRANCH_STANDARD_EVENT.VIEW_ITEMSVIEW_ITEMS
RateBranchStandardEventRateBRANCH_STANDARD_EVENT.RATERATE
ShareBranchStandardEventShareBRANCH_STANDARD_EVENT.SHARESHARE
Initiate StreamBranchStandardEventInitiateStreamBRANCH_STANDARD_EVENT.INITIATE_STREAMINITIATE_STREAM
Complete StreamBranchStandardEventCompleteStreamBRANCH_STANDARD_EVENT.COMPLETE_STREAMCOMPLETE_STREAM

Lifecycle Events

Event NameiOSAndroidWeb/API
Complete RegistrationBranchStandardEventCompleteRegistrationBRANCH_STANDARD_EVENT.COMPLETE_REGISTRATIONCOMPLETE_REGISTRATION
Complete TutorialBranchStandardEventCompleteTutorialBRANCH_STANDARD_EVENT.COMPLETE_TUTORIALCOMPLETE_TUTORIAL
Achieve LevelBranchStandardEventAchieveLevelBRANCH_STANDARD_EVENT.ACHIEVE_LEVELACHIEVE_LEVEL
Unlock AchievementBranchStandardEventUnlockAchievementBRANCH_STANDARD_EVENT.UNLOCK_ACHIEVEMENTUNLOCK_ACHIEVEMENT
InviteBranchStandardEventInviteBRANCH_STANDARD_EVENT.INVITEINVITE
LoginBranchStandardEventLoginBRANCH_STANDARD_EVENT.LOGINLOGIN
Start TrialBranchStandardEventStartTrialBRANCH_STANDARD_EVENT.START_TRIALSTART_TRIAL
SubscribeBranchStandardEventSubscribeBRANCH_STANDARD_EVENT.SUBSCRIBESUBSCRIBE

Custom Events

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

Fields included

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.

FieldTypeDescription
idStringA unique id for the event
nameStringThe name of the event, such as CLICK, INSTALL, PURCHASE, or custom event names like "signup".
timestampLongUnix timestamp in milliseconds for the event
user_data_opted_inBooleanWill 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_inIntnumber of days between when the first install (user_data_opted_in= false) and when this event occurred
request_idStringA Branch generated identifier used to track the request through our pipeline.
days_from_last_attributed_touch_to_eventIntNumber of days between when the last touch occurred and when this event subsequently occurred.
last_attributed_touch_typeenum { CLICK, IMPRESSION }Whether the last attributed touch was an impression or a click
last_attributed_touch_data_tilde_idLongid for the last attributed touch (Quick Links only). set automatically server side.
last_attributed_touch_data_tilde_keyword_match_typeStringHow the keyword the user searched got matched to the ad, e.g. Broad, Exact, Phrase, Search Match.
last_attributed_touch_timestampLongUnix timestamp in milliseconds for the last attributed touch.
last_attributed_touch_dataObjectIf 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_eventIntNumber 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_timestampLongUnix timestamp in milliseconds for the last Branch CTA view.
last_cta_view_dataObjectThis 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_userBooleanIf this is the first time for this persona that this event has been triggered.
user_dataObjectData associated with the user who triggered the event.
event_dataObjectData associated with commerce or content events, but not specific to any one item.
content_itemsArray of ObjectArray 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_dataObjectPartner-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 CSV file below. It 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

Additionally, the Daily Export API CSVs will contain the following fields:

FieldTypeDescription
timestamp_isoStringtimestamp as YYYY-MM-DD HH:MM:SS+0000
last_attributed_touch_timestamp_isoStringlast_attributed_touch_timestamp as YYYY-MM-DD HH:MM:SS+0000
last_cta_view_timestamp_isoStringlast_cta_view_timestamp as YYYY-MM-DD HH:MM:SS+0000
hash_versionStringwhether certain sensitive fields are hashed or unhashed