Data Schema

Moveo One organizes all behavioral data into structured objects — allowing consistent analysis across SDKs, APIs, and dashboards.
Understanding this schema helps you extend your integration or connect Moveo One data to your internal BI tools.

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Overview

Moveo One uses seven core data entities organized in a hierarchical structure:

1. Context — organizational boundary for all data
2. Section — logical grouping within a context
3. SemanticGroup — named collection of related UI elements within sections
4. SessionMetadata — application-level configuration and custom data
5. AdditionalSessionMetadata — browser, device, and visitor information
6. Session — user interaction window with metadata references
7. AnalyticEvent — individual user interactions and system actions
8. FeatureStore — processed feature values for analytics

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1. Context

The top-level organizational boundary. All data belongs to a context within an organization.

{
  "unique_id": "ctx_a1b2c3d4",
  "name": "mobile_app_prod",
  "organization_id": "org_xyz789",
  "create_date": "2025-10-09T14:00:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• name — Human-readable context name
• organization_id — Organization identifier
• create_date — UTC timestamp of creation

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2. Section

Sections group related data within a context. They can be auto-created (default) or manually defined.

{
  "unique_id": "sec_e5f6g7h8",
  "name": "checkout_flow",
  "context_id": "ctx_a1b2c3d4",
  "session_metadata_id": "smeta_i9j0k1l2",
  "organization_id": "org_xyz789",
  "is_default": false,
  "create_date": "2025-10-09T14:05:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• name — Section identifier
• context_id — Parent context reference
• session_metadata_id — Associated metadata configuration
• organization_id — Organization identifier
• is_default — Flag indicating auto-created sections
• create_date — UTC timestamp of creation

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3. SemanticGroup

Named collections of UI elements and their state changes within sections. Tracks element appearance, disappearance, and values.

{
  "unique_id": "sg_m2n3o4p5",
  "name": "age_selector_30_39",
  "section_id": "sec_e5f6g7h8",
  "context_id": "ctx_a1b2c3d4",
  "organization_id": "org_xyz789",
  "session_metadata_id": "smeta_i9j0k1l2",
  "content": [
    {
      "type": "text",
      "value": "30 to 39",
      "action": "appear",
      "element_id": "title_from30to39"
    },
    {
      "type": "image",
      "value": "-",
      "action": "appear",
      "element_id": "icon_from30to39"
    }
  ],
  "create_date": "2025-10-09T14:10:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• name — Group identifier
• section_id — Parent section reference
• context_id — Context reference
• organization_id — Organization identifier
• session_metadata_id — Metadata reference
• content — Array of UI element definitions
• create_date — UTC timestamp of creation

Content Structure:

Each item in the content array represents a UI element:

• type — Element type (text, image, button, etc.)
• value — Element content or label
• action — State change (appear, disappear, change)
• element_id — Unique identifier for the element

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4. SessionMetadata

Stores application-level configuration and custom parameters.

{
  "unique_id": "smeta_i9j0k1l2",
  "context_id": "ctx_a1b2c3d4",
  "content": {
    "test": "a",
    "locale": "ger"
  },
  "content_hash": "a3f5e8d9c2b1f4e6a7d8c9b0f1e2d3c4...",
  "create_date": "2025-10-09T13:50:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• context_id — Parent context reference
• content — Custom application data (any structure)
• content_hash — SHA-256 hash for deduplication
• create_date — UTC timestamp of creation

Use Cases:

• Application configuration
• A/B test variants
• Feature flags
• Locale settings
• Custom application state

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5. AdditionalSessionMetadata

Stores browser, device, and visitor context. Automatically captured by tracking SDKs.

{
  "unique_id": "asmeta_q6r7s8t9",
  "context_id": "ctx_a1b2c3d4",
  "content": {
    "url": "https://www.moveo.one/",
    "title": "Moveo One",
    "referrer": "https://www.divstechnology.com/",
    "platform": "Win32",
    "userAgent": "Mozilla/5.0 (Windows NT 10.0; Win64; x64)...",
    "language": "en",
    "timezone": "Europe/Belgrade",
    "location": "Serbia",
    "screenWidth": 2048,
    "screenHeight": 1152,
    "viewportWidth": 2048,
    "viewportHeight": 983,
    "devicePixelRatio": 1.25,
    "screenColorDepth": 24,
    "returningVisitor": true,
    "utm_source": "",
    "utm_medium": "",
    "utm_campaign": ""
  },
  "content_hash": "b4e6f9a0d3c2e5f7a8d9b1c0e2f4d6a7...",
  "create_date": "2025-10-09T13:50:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• context_id — Parent context reference
• content — Environmental and device data
• content_hash — SHA-256 hash for deduplication
• create_date — UTC timestamp of creation

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6. Session

Represents a user's interaction window. Links to both application metadata and environmental metadata.

{
  "unique_id": "sess_u0v1w2x3",
  "organization_id": "org_xyz789",
  "session_metadata_id": "smeta_i9j0k1l2",
  "additional_session_meta_id": "asmeta_q6r7s8t9",
  "last_active": "2025-10-09T14:25:00Z",
  "create_date": "2025-10-09T13:55:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• organization_id — Organization identifier
• session_metadata_id — Reference to application configuration
• additional_session_meta_id — Reference to device/browser data (optional)
• last_active — Timestamp of most recent activity
• create_date — Session start timestamp

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7. AnalyticEvent

Individual user interactions or system actions within a session. Tracks element appearances, clicks, and other UI changes.

{
  "unique_id": "evt_y4z5a6b7",
  "session_id": "sess_u0v1w2x3",
  "event_type": "track",
  "data": {
    "context": "WEB_STATIC",
    "type": "track",
    "prop": {
      "sg": "/",
      "eID": "nav-link w-nav-link",
      "eA": "appear",
      "eT": "a",
      "eV": "Product"
    },
    "timestamp": 1749728083366
  },
  "create_date": "2025-10-09T14:05:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• session_id — Parent session reference
• event_type — Type of event (track, click, view, etc.)
• data — Event details
• create_date — Event timestamp

Data Structure:

Top-level fields:

• context — Environment context (WEB_STATIC, WEB_DYNAMIC, MOBILE_APP, etc.)
• type — Event type classification
• prop — Event-specific properties
• timestamp — Unix timestamp in milliseconds

Common prop fields:

• sg — Semantic group reference
• eID — Element ID (CSS class or identifier)
• eA — Element action (appear, disappear, click)
• eT — Element type (a, button, div, etc.)
• eV — Element value (text content or label)

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8. FeatureStore

Processed feature values derived from events, stored per session for analytics and ML pipelines.

{
  "unique_id": "feat_c8d9e0f1",
  "session_id": "sess_u0v1w2x3",
  "data": {
    "feature_values": [
      {
        "name": "avg_click_speed",
        "semantic_group": "age_selector_30_39",
        "value": 2.34
      },
      {
        "name": "scroll_depth_pct",
        "semantic_group": null,
        "value": 87
      }
    ]
  },
  "create_date": "2025-10-09T14:26:00Z"
}

Properties:

• unique_id — Unique identifier (64 characters)
• session_id — Parent session reference
• data — Processed features
• create_date — Feature calculation timestamp

Data Structure:

Each feature in the feature_values array contains:

• name — Feature name
• semantic_group — Optional group association
• value — Numeric feature value (float or integer)

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