Behavioural data

In addition to user data, the Xtremepush SDKs and APIs support the collection of behavioural data to understand and respond to what users are doing on your websites and in apps in realtime. This includes:

  • Tagging: Tracking of behaviour online including screen-view and other interactions
  • Realtime events: Setting of Trigger events on important interactions
  • External data: Reusing data from 3rd party sources like Google Analytics and CRMs like Optimove  
  • Backend data and Events: API methods that allow syncing of backend data and reaction to events in realtime
  • Location data: The mobile SDKs can allow the tracking and reaction to entry and exit of users into geo or iBeacon fenced regions such as retail outlets, airports, stadiums etc.
  • App install attribution: The mobile SDKs can allow the tracking of the source of App installs, for example if a user clicked on a facebook ad to install the App. 


To tag events for analytics and the ability to segment campaigns based on tag behaviour call the SDK' tag method when that event occurs, for example in the web SDK: 

// Tag a registration event
xtremepush('tag', 'registration.complete');

If an event has an associated value that can also be captured by using the tag method with an optional value, for example in the web SDK:

// Capture a field value from a form being filled out
xtremepush('tag', 'journeyform.destination', 'New York');

See the SDK guides on tagging for Android, iOS and Web.

The resulting data can be viewed in Analytics > Behaviour > Tags & Impressions

Data can also be used in segmentation to target users who have exhibited a certain behaviour on an app or website, for example visiting certain pages in the last number of days.

Realtime trigger events

Realtime trigger events are used to trigger an action such as sending a message. Use the SDK's event method when that event occurs, for example in the web SDK: 

// Trigger from a registration start event
xtremepush('event', 'registration.start');

See the SDK guides on events for Android, iOS and Web.

For web there are also special support for creating events based on mouse-out and scroll.

The resulting triggers can be used to trigger automated messages on all channels - in app, on site message emails, SMS, notifications, inbox and Social Messenger.

Triggering can be used for a variety of use cases from immediate pop-up comms and delayed drop-off recovery via outbound comms.

External data

Google Analytics

If you use Google Analytics then you can reuse your GA segments in the Xtremepush segmentation. For web there is a simple server to server integration and for Mobile Apps that use GA you just need to add a few lines of code on the client side to sync IDs and enable the GA integration. See the guides for mobile apps and websites.

Once you have integrated Google Analytics you can reuse your GA segments in the segmentation engine.

As a Google Tag Manager vendor partner, it's easy to import the web SDK using GTM, which is described in the guide on importing the web SDK.


If you use the Optimove CRM in conjunction with Xtremepush for messaging your customers then you can pull customer data from Optimove into your campaigns dynamically to personalise your messaging. After configuring the Optimove integration you can following the guide to use customer data from the CRM in campaigns.

Backend data and events

In addition to the tagging and event methods of the SDKs, and out of the box integrations with 3rd party systems you can also push data and trigger events directly from your backend systems via API. As covered in user data there are API methods for updating and syncing profile records. In addition there are a number of other API methods which may be relevant.

The Tag/Attribute syncing API methods can be used to update user behaviour or attribute data that may change outside the app or website, similar to the SDK tagging methods.

You can also trigger message campaigns with transactional data in response to events on your backend system. For example a direct debit from a balance, a change in the position of a tracked datapoint like a currency or stock, or an update on a purchase such as being out for delivery. It is also possible to send arrays of data objects, for example if you have a recommender system for products or other content and want to send out recommendations via emails as they become available. 

Location data

On the mobile SDKs you can enable location services which allows you to gather data on customers entering and exiting geofenced and ibeacon-fenced regions. Location services are only available for mobile apps and must be enabled in the SDK for Android and iOS.

Once enabled you can follow the guide to add locations.

The resulting location data can be used to trigger messages, and can also can be viewed in location analytics and in segmentation to target users who have exhibited a certain location visit behaviour.

Location based triggers work on entry, exit or time spent in a location and can be used to automate messages on all outbound channels. Triggering can be used for a variety of use cases including delivering a relevant offer when a user is at a location, sending a survey after a user has visited, etc. 

The location data can be viewed in Analytics > Locations and can also be used in segmentation to target users who have exhibited a certain behaviour relating to your locations in the past.

App install attribution

You can attribute mobile app installs from advertising campaigns to a specific campaign by enabling App Install Attribution in the mobile SDKs and collecting the advertising identifiers: IDFA on iOS or Android Ad ID. The steps are described in the guide for enabling attribution which then allows you to set up install campaigns in Xtremepush.

Once enabled, data on the source of your app installs will be available in Analytics > Campaigns > Attributions.

Updated 3 months ago

Behavioural data

Suggested Edits are limited on API Reference Pages

You can only suggest edits to Markdown body content, but not to the API spec.