Table of contents
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Purpose
When an event is tracked, there are a number of Attributes (in mParticle) or Properties (in Amplitude) attached to these events. Attributes/Properties are very useful to perform detailed analysis. For example: when users add an offer to their order cart, we track an event called Offer Added to Order. Using the redemptionMode property in Amplitude, it's possible to break down how many user did that across online and in-store orders:
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You can then look at how many of these events happened across our apps by using the Platform property:
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User & Event attributes/properties
There are User attributes and properties (those that refer to the user who performed the event, e.g. email address, loyalty ID), and Event attributes and properties (those that refer to the event itself, e.g. what browser, what country, name of the UI component interacted with). Technically, user and event attributes and properties work exactly in the same way when used for analytical purposes.
CRM stack
Attributes are captured in mParticle, and propagated consistently throughout the CRM stack. For example, these are some of the Event attributes captured by mParticle for the Page View event, alongside the properties propagated to Amplitude:
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Common attributes/properties
The following table documents common attributes/properties that are sent with events. Each event may have additional, specific attributes/properties not documented here. Please refer to the Event List Server-side events documentation for those.
Attribute/Property | Data Type | Description |
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appBuild | String | Indicates the specific build number for the app or browser the guest is using. This attribute is not useful for analysis or grouping since it contains too many different values. It’s usually used in troubleshooting. |
browserType | List of values | Type of the browser the user is navigating from, for example “Chrome”, “Safari”. If using the mobile app, users on iOS will show up as “iPhone” and Android as “Chrome”. |
browserVersion | String | Version of the browser the guest is navigating from (e.g. 100). |
Platform | List of values | Platform or app that the guest is using, either Web, iOS or Android. |
isMobileWeb | Boolean | If the guest is on the Web platform, whether viewing the page from a mobile device. |
path | String | URL of the page being viewed, for example “/store-locator/address“ |
name | String | Multiple uses depending on the context. For front end events (e.g. “Button Click”) it typically identifies the component that was clicked. For back end events, a good example are offer-related events: all of them include a |