FlowConsent
How it worksPricingComparisonsBlogDocumentationLog inTry FlowConsent
Try FlowConsent
Marketing

MoEngage

Marketing

MoEngage is a global cross channel marketing automation platform (web, mobile, push, email, SMS) that profiles users across journeys and requires GDPR consent before any non essential cookie or push registration.

Block MoEngage until consentScan my site
Overview

What does MoEngage do?

What is MoEngage

MoEngage is a global customer engagement and marketing automation platform headquartered in San Francisco with major engineering presence in India. It combines a customer data platform with cross channel orchestration across web push, mobile push, in app messaging, email, SMS and WhatsApp. Brands use MoEngage to build segments, score behaviour, predict churn and trigger journeys. Because the platform writes identifiers in the browser and on mobile devices, and processes a large surface of personal data, it is squarely within the scope of GDPR and ePrivacy.

What data and cookies does MoEngage collect

The MoEngage Web SDK stores cookies and local storage entries such as moe_uuid (cross session visitor identifier), moe_visit (current visit identifier) and moe_subscription (push subscription state). On mobile, the SDK collects the device advertising ID, push token, app install events, screen views and custom attributes. Server side APIs accept events with declared identity attributes (email, phone, customer ID), revenue and lifecycle data. The platform aggregates these signals into 360 degree profiles used for segmentation and predictive models.

GDPR and ePrivacy implications

MoEngage is a marketing automation tool, so its identifiers are not strictly necessary. Article 5(3) of the ePrivacy Directive requires prior, freely given, specific and informed consent before any cookie, local storage entry or push registration is created. The CNIL, BfDI, AEPD and ICO are explicit on push notifications: they require an opt in distinct from the cookie consent. The legal basis under Article 6(1)(a) GDPR is consent. Profiling for behavioural marketing also calls for a DPIA.

International data transfers

MoEngage offers regional clusters. European customers should select the EU (Frankfurt) cluster, which keeps primary processing in the EEA. Support and engineering access from India, Singapore and the United States is governed by Standard Contractual Clauses and a transfer impact assessment. Verify the configuration of your account, the list of authorised sub processors and the contractual residency commitment before launch.

Practical compliance steps

Provision the EU cluster, block the MoEngage Web SDK in your CMP until consent is captured, and request a separate explicit opt in for push notifications. Map the service under personalisation, marketing or advertising purposes. Run a DPIA, sign SCCs covering the operational support flows from India and the US, document MoEngage in your record of processing activities and ensure the right to erasure is wired through the deletion API to all clusters and sub processors.

Compliance

MoEngage and the GDPR

MoEngage is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Article 6(1)(a) GDPR (consent) for marketing automation, push notifications and behavioural profiling. Article 5(3) ePrivacy Directive requires prior consent for non essential identifiers.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive (Article 5(3)), CNIL France, BfDI Germany, AEPD Spain, ICO UK PECR, India DPDPA for the vendor side

Impact assessment (DPIA)

High risk DPIA recommended due to systematic cross channel profiling, push and email orchestration at scale, behavioural scoring and potential international transfers to India and the US even when the EU cluster is selected.

Sample text for your banner

We use MoEngage (cross channel marketing automation, global vendor with optional EU residency) which sets identifiers on your device and processes browsing and app events to personalise messages. Without your consent these identifiers are not set or read.
Cookies and trackers

What MoEngage sets and contacts

Tracking method
JavaScript Web SDK, mobile SDK (iOS, Android), server side APIs, push notification services, in app messaging
Server location
Multiple regions: India, United States, Europe (Frankfurt), depending on customer data residency selection
Data transferred outside the EU
MoEngage offers regional data residency, including a EU (Frankfurt) cluster. When the EU cluster is selected, primary processing stays in the EEA, but support and engineering access from India and the US is governed by Standard Contractual Clauses and a transfer impact assessment.

Cookies set (4)

NameTypeDurationPurpose
moe_uuidfirst_party12 monthsCross session visitor identifier used to recognise returning users and link sessions to a unified profile.
moe_visitfirst_partysessionIdentifies the current visit and groups events for journey orchestration.
moe_subscriptionfirst_party12 monthsStores the web push subscription state to manage opt in and unsubscribe events.
moe_attributesfirst_party12 monthsCaches custom user attributes pushed via the SDK to drive on site personalisation.

Third-party domains contacted (4)

  • moengage.com
  • cdn.moengage.com
  • sdk-01.moengage.com
  • sdk-eu-01.moengage.com
Questions

Frequently asked questions about MoEngage

Can't find your question? Write to us, we answer fast.

Which cookies does MoEngage set?

The MoEngage Web SDK stores cookies and localStorage entries such as moe_uuid (cross session visitor identifier), moe_visit (current visit), and moe_subscription (push subscription state). Mobile SDKs additionally collect the device advertising ID and the push token.

Is consent required to use MoEngage in the EU?

Yes. The MoEngage Web SDK and push registration are not strictly necessary, so Article 5(3) of the ePrivacy Directive requires prior consent. Push notifications need a separate opt in distinct from the cookie consent banner.

What is the legal basis for processing through MoEngage?

Article 6(1)(a) GDPR (consent) is the appropriate basis for cookies, push subscriptions, behavioural profiling and direct marketing. Legitimate interest cannot bypass the ePrivacy consent requirement, but may support purely back office analytics once consent is collected.

Does MoEngage transfer data outside the EU?

When the EU (Frankfurt) cluster is selected, primary processing remains in the EEA. Operational support and engineering access from India, Singapore and the US is governed by Standard Contractual Clauses and a transfer impact assessment, which must be documented in your record of processing activities.

Do I need a DPIA for MoEngage?

A DPIA is strongly recommended. The processing involves systematic cross channel profiling, push and email orchestration at scale, behavioural scoring and potential international transfers, all of which trigger high risk indicators in WP29 and EDPB guidelines.

How do I implement MoEngage in a GDPR compliant way?

Provision the EU cluster, block the Web SDK in your CMP until consent, collect a separate explicit opt in for push notifications, classify under marketing or personalisation, run a DPIA, sign SCCs covering support flows, document MoEngage in your record of processing activities and align retention rules between the SDK, the CRM and downstream systems.

Are there alternatives to MoEngage?

European customer engagement and marketing automation platforms include Klaviyo (US, with EU residency option), Bloomreach (Czech Republic), Brevo (France), Iterable (US), Selligent (Marigold) and Insider (Turkey, with EU cluster). For a privacy first approach, look at French publishers like Brevo or Splio.

How should I update my cookie policy for MoEngage?

List the MoEngage cookies (moe_uuid, moe_visit, moe_subscription), state the cross channel marketing automation purpose, mention the data processed (browsing events, app events, push tokens, declared identity), name MoEngage as processor, disclose the EU residency choice, list the SCCs for India, Singapore and US support flows, and link to the consent withdrawal mechanism.

Same category

More services: Marketing

See the whole category

Mission Suite

MissionSuite is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. MissionSuite provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, MissionSuite helps deliver the right message to the right audience at the right time.

Marketing

EasyBroker

EasyBroker is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. EasyBroker enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, EasyBroker empowers marketing teams to achieve measurable growth.

Marketing

Facilita

Facilita is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. Facilita enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, Facilita empowers marketing teams to achieve measurable growth.

Marketing

Dovetale

Dovetale is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. Dovetale supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, Dovetale ensures your website delivers a smooth, uninterrupted experience to every visitor and search engine crawler.

Preferences

FeedbackAutomatic

FeedbackAutomatic is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. FeedbackAutomatic supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, FeedbackAutomatic enables informed decisions that improve experience and drive results.

Analytics

Rich Plugins Reviews

Rich Plugins Reviews is a popular web platform powering millions of websites worldwide, offering a flexible and extensible foundation for building any type of online presence. It provides themes, plugins, and a user-friendly admin interface for developers and non-technical users. Rich Plugins Reviews supports e-commerce, blogging, portfolios, and enterprise websites with robust customization options. With a massive community and continuous updates, Rich Plugins Reviews remains a leading web development choice.

Analytics

Make your site compliant today.

Free up to 25,000 sessions a month. No credit card, no commitment.

Create my bannerScan my site