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 name




Number of push messages sent to users' devices

Tracked when message is sent from server to user's device


Number of push notifications tapped/opened

Tracked when user taps notification

Open per sent

Occurrences of open divided by occurrences of sent (displayed as a percentage)


Number of messages we were unable to deliver (due to a bad token or other delivery issues)

Tracked after message send attempt fails

Bounce per sent

Occurrences 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 name




Number of messages sent and displayed on users' devices

Tracked when user sees message/ triggers the in-app to fire


Number of times "Accept" button was selected

Tracked when users select the "Yes" button on a Confirm message

Accept per view

Number 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 name



Select banner

Number of times banner was tapped

Tracked when users tap banner message

Select button 1

Number 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 2

Number of times users selected button 2

Tracked when users select button 2

Select button 1 per view

Number of selects divided by number of views

Select button 2 per view

Number of selects divided by number of views

Submit (Star rating)

Number of times users selected Submit

Tracked when users select Submit


Number of messages displayed on user devices

Tracked when message appears

App Inbox Messages

Event name




Number of App Inbox Message Sent occurrences

Tracked when an App Inbox Message is sent to a user


Number of App Inbox Message Open occurrences

Tracked 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 name




The total number of email sent occurrences — counts multiple sends of a single email by each user

Tracked when email is sent


The total number of email open occurrences — counts multiple opens of a single email by each user

Tracked when email is opened

Open per sent

Open occurrences divided by sent occurrences

Unique open

Number of users who opened the email

Unique open rate

Unique opens divided by sent occurrences (if users open a message more than once, this value may be more accurate than Open per sent)


The total number of email delivered occurrences — counts multiple deliveries of a single email by each user

Tracked when email is delivered

Delivered per sent

Delivered occurrences divided by sent occurrences


Number of clicks to the provided URL (typically the call to action button)

Tracked when a link in the email is clicked on

Unique click

Number of users who clicked the URL

Unique click rate

Unique clicks divided by number of emails sent


Number of sends that are bounces, unsubscribes, spam reports, or invalid email addresses

Tracked when unsubscribe, bounce, or spam report occurs


Number of confirmed failed sends

Tracked when send fails

Bounce per sent

Number of bounces divided by number of sends


Number of unsubscribes generated by the email or campaign

Tracked when user unsubscribes using link at bottom of email

Unsubscribe per sent

Number 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 name




Number of times users entered the campaign

Tracked when users enter campaign


Number of times users exited the campaign by tracking conversion event

Tracked 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 name




Number of times impression criteria for test was met

Tracked when users in test target reach the impression criteria

Held back

Message was eligible for delivery, but was held back because the message was disabled for that user's A/B test group

Tracked 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.

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