Intro to Data

Urban Airship gathers engagement data that can help you better understand how your audience uses and reacts to your apps and messages.

Urban Airship provides access to engagement data via:

Dashboard Reports
Out of the box reports for each Engage and Wallet project.

An uninterrupted, customizable event stream from an app or website.

Customizable dashboard-style reports using advanced analytics to show and interpret engagement with your app, website, and across multiple apps.

Use the Connect event stream and Insight analytics to extrapolate information about your audience and how they use your messages and passes, helping you understand how to engage with your customers and users in more meaningful ways.

Engagement Data

Urban Airship retrieves much of its data from user interaction with the SDK, which is required for mobile and web channels.

Data Collection

The engagement data that Urban Airship provides is specific to mobile apps and websites that have installed our SDK, and falls into three main categories of event types:

  • User-initiated action, e.g., opening/closing your app, tapping a push notification.

  • Device responding to an environment change, e.g., encountering a beacon.

  • Experience-changing actions initiated by app publisher, e.g., push send.

We also gather information from SMS, email, and open channels, however, because these channels do not use the SDK, they cannot return some of the advanced usage information that you can get from your apps and websites.

Named Users and Advanced Data

Much of Urban Airship's advanced data, including orchestration and predictive features, are predicated on your use of Named Users. Named Users are groups of channel IDs that represent a single user. Because each channel ID represents one of many ways that the same user might access your app or service, Urban Airship uses named users to triangulate behaviors for groups of channels representing individuals in your audience. Determining behavior by named user rather than by channel ID produces higher-resolution data, down to the individual user rather than per device.

We expose the named users and associated analytics data via Insight and Connect, helping you determine how to maximize the impact of your notifications for your real users, not just on an abstracted group of channels.

While Insight and Connect do show channel data and return events for individual channels, we recommend implementing the Named User feature to get the most from your data analysis.

Access the Data


Insight can provide data across a group of projects belonging to the same organization. Connect provides access to event streams per individual app. You cannot get events across multiple apps in the same Connect stream.

Dashboard Reports

Messages have a variety of reports, available from an Engage project's Reports menu. Each message has its own report as well, and A/B Tests have a higher-level statistical report along with a message report for each variant. See: Message Reports.

Your passes have template reports, available by clicking Reports in the navigational header. See: Wallet Reports.

Connect Event Stream

Urban Airship Connect is a engagement data streaming service that delivers engagement events in real time via the Connect API or one of our partner integrations.

Whereas Insight collects data, applies Urban Airship's analysis, and provides a visual interface, Connect is an API that provides direct, uninterrupted access to your app's event stream. A call to the API opens an event stream, and will return events until you close your connection to the API, so you can see how users interact with your app in real time.

The SDK looks for engagement events and sends them to the Connect event stream as soon as they are observed, along with the relevant identifiers that associate the events with a particular app user and notification or group of notifications.

Each line in the event stream represents an event from your app or website. If you want to see a subset of events or you want to monitor certain types of events, you can apply filter parameters when opening an event stream, determining the type and quantity of events to return.

See: Getting Started with Connect.


Connect is an add-on service. Please talk to your Urban Airship Account Manager to enable Connect for your account.

Insight Analytics

Urban Airship Insight is a customizable marketing intelligence tool that provides access to reports and graphs based on engagement data.

While the standard Engage and Wallet reports convey long-term trends within your app, Insight provides more immediate data (in windows of up to 13 months) with finer granularity and options to customize the data you want to see. Unlike standard Engage reports, you can determine what data is relevant to your needs, by audience, event, and other dimensions. You can save your reporting criteria and dashboards, so you always see the data relevant to you and can easily share your insights with others.

You can also convert Insight reports to downloadable CSV files, making them easier to share and actionable. For example, you might download a report of users who executed a specific custom event, and then upload the CSV as a static list and send notifications to those specific users.

See: Getting Started with Insight.


Insight is an add-on service. Please talk to your Urban Airship Account Manager to enable Insight for your account, or enroll in a free trial.