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Marketing Cloud Engagement Mobile App Events Overview
Highly relevant and contextually aware interactions are the cornerstone of amazing customer experiences. Now, user behaviors on your mobile app can drive relevant and personalized touchpoints, powered by easy-to-configure listening rules in Journey Builder. Mobile App Events help your brand deliver mobile moments that matter by creating meaningful engagement, increasing brand loyalty, and generating a higher return on investment for your marketing campaigns.
What Is an App Event?
A Mobile App Event is a direct action taken by the user within your mobile app. Mobile App Events are tracked by the MobilePush SDK and then submitted to Journey Builder for actioning.
Use Cases
You can use Mobile App Events to enter a user into a journey, trigger the display of an in-app message, and connect with your customers in several ways
Some examples include:
- Request permission to send push notifications.
- Ask to take a survey.
- Prompt to sign up or complete an account profile.
- Cross-sell products.
- Highlight a refer-a-friend program.
- Nudge to try a new feature.
- Ask to rate the app.
- Contact customer service.
- Get Started with Mobile App Events
Before events can be used to trigger the display of in-app messages, they must first be defined in Marketing Cloud Engagement and then implemented in the MobilePush SDK. - Define Your Mobile App Event Schema
An app event requires a name and can optionally contain many attributes. Depending on your app and use cases, you can capture events or attributes that are more descriptive than others. - Upload Mobile App Events in Journey Builder
Before you can use events within Marketing Cloud Engagement, you must define the event schema for your applications. When you complete your .csv template, you can upload your file into Journey Builder. - Update Existing Mobile App Event Schemas
Use care when updating events that are being used in running journeys. Changing the names or data types of app events can cause errors if newly defined event doesn't match the inbound data coming from the MobilePush SDK. - Use Mobile App Events in Journey Builder
After you upload your .csv file, you can use Journey Builder to start sending.
