Leanplum events

Events tracked by default for messages, A/B tests, Campaigns, and your custom events.

Leanplum offers a range of messaging channels, and each message type generates default events you can use as trigger events, Analytics filters, metrics, and more. See below for details about the default events Leanplum tracks for messages and A/B tests.

For events that aren't tracked by default, developers can create custom events with a Leanplum.track call. Check out our developer docs on Event and parameter tracking for more on tracking custom events.


These events are used to calculate different metrics in Leanplum.

To see formulas for how event-based metrics are calculated, like "Unique occurrences of Event," see our Metric glossary for Event-based metrics.

Push notifications

Event nameDefinitionTiming
SentNumber of push messages sent to users' devicesTracked when message is sent from server to user's device
OpenNumber of push notifications tapped/openedTracked when user taps notification
Open per sentOccurrences of open divided by occurrences of sent (displayed as a percentage)
BounceNumber of messages we were unable to deliver (due to a bad token or other delivery issues)Tracked after message send attempt fails
Bounce per sentOccurrences of bounce divided by occurrences of sent

In-app messages

Alert, Center Pop-up, Confirm, Interstitial, Push pre-permission, and inbox messages include some or all of these metrics by default, depending on the in-app message type.

Event nameDefinitionTiming
ViewNumber of messages sent and displayed on users' devicesTracked when user sees message/ triggers the in-app to fire
AcceptNumber of times "Accept" button was selectedTracked when users select the "Yes" button on a Confirm message
Accept per viewNumber of accepts divided by number of views


The confirm message only tracks the Accept event, not the Cancel event. If you need a cancel event too, use the Rich Interstitial in-app message template, which allows you to customize both buttons and track events for each.

Rich in-app messages (Banner, Rich Interstitial, Star Rating)

These templates must be activated by your CSM before they are available in your dashboard. Once you are whitelisted for Rich in-app messages, these messages track the following events.

Event nameDefinitionTiming
Select bannerNumber of times banner was tappedTracked when users tap banner message
Select button 1Number of times users selected button 1

(If you change the text of your button, the Event name will also change accordingly)
Tracked when users select button 1
Select button 2Number of times users selected button 2Tracked when users select button 2
Select button 1 per viewNumber of selects divided by number of views
Select button 2 per viewNumber of selects divided by number of views
Submit (Star rating)Number of times users selected SubmitTracked when users select Submit
ViewNumber of messages displayed on user devicesTracked when message appears

App Inbox Messages

Event nameDefinitionTiming
SentNumber of App Inbox Message Sent occurrencesTracked when an App Inbox Message is sent to a user
OpenNumber of App Inbox Message Open occurrencesTracked when a user opens (marks as read) an App Inbox Message


Email messages track some or all of the following metrics, depending on configuration. 

Event nameDefinitionTiming
SentThe total number of email sent occurrences — counts multiple sends of a single email by each userTracked when email is sent
OpenThe total number of email open occurrences — counts multiple opens of a single email by each userTracked when email is opened
Open per sentOpen occurrences divided by sent occurrences
Unique openNumber of users who opened the email
Unique open rateUnique opens divided by sent occurrences (if users open a message more than once, this value may be more accurate than Open per sent)
DeliveredThe total number of email delivered occurrences — counts multiple deliveries of a single email by each userTracked when email is delivered
Delivered per sentDelivered occurrences divided by sent occurrences
ClickNumber of clicks to the provided URL (typically the call to action button)Tracked when a link in the email is clicked on
Unique clickNumber of users who clicked the URL
Unique click rateUnique clicks divided by number of emails sent
DroppedNumber of sends that are bounces, unsubscribes, spam reports, or invalid email addressesTracked when unsubscribe, bounce, or spam report occurs
BounceNumber of confirmed failed sendsTracked when send fails
Bounce per sentNumber of bounces divided by number of sends
UnsubscribeNumber of unsubscribes generated by the email or campaignTracked when user unsubscribes using link at bottom of email
Unsubscribe per sentNumber of unsubscribes divided by number of sends


Note that for emails, it's possible to have more opens than sends. This is because an email can be opened multiple times by a single user. The same goes for clicks — an email can have multiple different links, and users can click each link multiple times.

Message Suppressed


Tracking message suppression is not enabled by default. Contact your CSM to enable this feature.

When a message isn't sent to one or more of your targeted users, it may have been suppressed because of your settings in Leanplum. The Message Suppressed event will appear in a user's profile if they don't receive a message for one of the following reasons:

  • The user has exceeded their message frequency cap. See more on message caps.
  • The user unsubscribed from this type of email after the message was scheduled, but before it was sent. See Manage email subscriptions for more.
  • Rules set up in the message's jinja template prevented the message from being sent.

The Message Suppressed metric is always tracked with a parameter "reason" that indicates why the message did not go out to the specific user. To explore the reasons why your messaging campaign did not reach your userbase, go to Analytics and generate a "Group by" report with parameter "reason."



Suppressed by email provider

Note that in some cases, such as if a user marks your email as spam, our email service provider will drop the email and add the email address to a suppression list in order to protect your sender reputation. This means emails will no longer be sent from your company to that particular email address. If this occurs, Leanplum will show a Suppressed by email provider event in the user’s profile.


To track events for each individual message in a campaign, look at the analytics for the individual messages.

Event nameDefinitionTiming
EnterNumber of times users entered the campaignTracked when users enter campaign
ExitNumber of times users exited the campaign by tracking conversion eventTracked when users exit campaign by tracking conversion event


To see formulas for other metric calculations with events, like unique occurrences of event, see event glossary.

A/B tests

Event nameDefinitionTiming
ImpressionNumber of times impression criteria for test was metTracked when users in test target reach the impression criteria
Held backMessage was eligible for delivery, but was held back because the message was disabled for that user's A/B test groupTracked at time message would have been sent, if it weren't disabled for the test group

Custom Templates

All of the Leanplum in-app message templates are open source within our SDK. You can modify any of Leanplum's existing templates or build your own from scratch to match the look and feel of your app. 

You can track custom events for your custom templates as well. See Customizing in-app message templates for more.