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
  • web-to-app auto-redirect
  • Branch CTA view
  • sms sent
  • 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

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
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
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
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 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.

fieldformatdefinition
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 identifer 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, WEB_TO_APP_AUTO_REDIRECT, IMPRESSION }whether the last attributed touch was an impression, a click, or a web to app auto redirect.
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, web to app auto redirect, branch cta view, or sms sent, 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 or web to app auto redirect 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 or web to app auto redirect trumps a more recent impression.
first_event_for_userbooleanif this is the first time for this persona that this event has been triggered.
deep_linkedbooleantrue if the current app or web session resulted in the user being deep linked.
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 and SMS sent.

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:

fieldformatdefinition
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

Updated 4 months ago


Branch Event Ontology


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