Branch Event Ontology (事件本体)

Branch 的事件本体数据架构(Event Ontology Data Schema)是在所有 Branch 产品之间分享的统一格式。

包括的事件

我们将事件分为逻辑分组。现在,我们有以下不同的事件分组:

  • impression
  • click
  • Branch CTA view
  • open
  • install
  • reinstall
  • web session start
  • pageview
  • commerce event
  • custom event
  • content event
  • user lifecycle event

🚧

iOS 14.5 发布后安装事件的变化

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

后四个是多个事件的分组。

  • 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 事件

商业活动

Event 名称

iOS

Android

Web/API

添加到购物车

BranchStandardEventAddToCart

BRANCH_STANDARD_EVENT.ADD_TO_CART

ADD_TO_CART

加到收藏夹

BranchStandardEventAddToWishlist

BRANCH_STANDARD_EVENT.ADD_TO_WISHLIST

ADD_TO_WISHLIST

查看购物车

BranchStandardEventViewCart

BRANCH_STANDARD_EVENT.VIEW_CART

VIEW_CART

发起购买

BranchStandardEventInitiatePurchase

BRANCH_STANDARD_EVENT.INITIATE_PURCHASE

INITIATE_PURCHASE

添加付款信息

BranchStandardEventAddPaymentInfo

BRANCH_STANDARD_EVENT.ADD_PAYMENT_INFO

ADD_PAYMENT_INFO

点击广告

BranchStandardEventClickAd

BRANCH_STANDARD_EVENT.CLICK_AD

CLICK_AD

购买

BranchStandardEventPurchase

BRANCH_STANDARD_EVENT.PURCHASE

PURCHASE

保留

BranchStandardEventReserve

BRANCH_STANDARD_EVENT.RESERVE

RESERVE

消费积分

BranchStandardEventSpendCredits

BRANCH_STANDARD_EVENT.SPEND_CREDITS

SPEND_CREDITS

查看广告

BranchStandardEventViewAd

BRANCH_STANDARD_EVENT.VIEW_AD

VIEW_AD

Content Event

Event 名称

iOS

Android

Web/API

搜索

BranchStandardEventSearch

BRANCH_STANDARD_EVENT.SEARCH

SEARCH

查看商品

BranchStandardEventViewItem

BRANCH_STANDARD_EVENT.VIEW_ITEM

VIEW_ITEM

查看商品

BranchStandardEventViewItems

BRANCH_STANDARD_EVENT.VIEW_ITEMS

VIEW_ITEMS

频率

BranchStandardEventRate

BRANCH_STANDARD_EVENT.RATE

RATE

分享

BranchStandardEventShare

BRANCH_STANDARD_EVENT.SHARE

SHARE

启动流

BranchStandardEventInitiateStream

BRANCH_STANDARD_EVENT.INITIATE_STREAM

INITIATE_STREAM

Complete Stream

BranchStandardEventCompleteStream

BRANCH_STANDARD_EVENT.COMPLETE_STREAM

COMPLETE_STREAM

Lifecycle Event

Event 名称

iOS

Android

Web/API

完成注册

BranchStandardEventCompleteRegistration

BRANCH_STANDARD_EVENT.COMPLETE_REGISTRATION

COMPLETE_REGISTRATION

完成教程

BranchStandardEventCompleteTutorial

BRANCH_STANDARD_EVENT.COMPLETE_TUTORIAL

COMPLETE_TUTORIAL

达标级别

BranchStandardEventAchieveLevel

BRANCH_STANDARD_EVENT.ACHIEVE_LEVEL

ACHIEVE_LEVEL

解锁成就

BranchStandardEventUnlockAchievement

BRANCH_STANDARD_EVENT.UNLOCK_ACHIEVEMENT

UNLOCK_ACHIEVEMENT

邀请

BranchStandardEventInvite

BRANCH_STANDARD_EVENT.INVITE

INVITE

登录

BranchStandardEventLogin

BRANCH_STANDARD_EVENT.LOGIN

LOGIN

开始试用

BranchStandardEventStartTrial

BRANCH_STANDARD_EVENT.START_TRIAL

START_TRIAL

Subscribe

BranchStandardEventSubscribe

BRANCH_STANDARD_EVENT.SUBSCRIBE

SUBSCRIBE

自订活动

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

包括的字段

对于每个事件,我们都提供大量信息。下表提供了概述。下面的几个字段是对象,它们本身具有很多字段。

Field

类型

描述

id

String

A unique id for the event

名称

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

整数

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

request_id

String

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

days_from_last_attributed_touch_to_event

整数

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

整数

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

内容项数组。内容项目是任何不同的项目,无论是产品,内容,饭店,服务,航班,酒店还是任何媒体(文本,视觉,音频)。

custom_data

Object

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

完整字段列表

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:

Field

类型

描述

timestamp_iso

String

时间戳记为 YYYY-MM-DD HH:MM:SS+0000

last_attributed_touch_timestamp_iso

String

last_attributed_touch_timestamp as YYYY-MM-DD HH:MM:SS+0000

last_cta_view_timestamp_iso

String

last_cta_view_timestamp as YYYY-MM-DD HH:MM:SS+0000

hash_version

String

某些敏感字段是 hashed 还是 unhashed