Migrate from MoEngage to Nutshell

MoEngage User records map to Nutshell People. We extract all standard attributes (email, phone, name, location) and up to 100 custom user attributes as custom fields on the Nutshell People record. MoEngage's created_at and last_activity timestamps map to Nutshell's created_at and last_contacted fields. The MoEngage user_id is preserved as a custom legacy_id field for reconciliation and cross-reference. Nutshell does not support nested object data natively, so MoEngage object-type attributes (e.g., pet profiles, vehicle records) are flattened into individual text or JSON custom fields on the People record.

MoEngage Company records map directly to Nutshell Company records. The company domain name from MoEngage becomes the Nutshell website field. Nutshell Company records are created before People records so that the company lookup is satisfied at the point of People import. Custom company attributes from MoEngage migrate to Nutshell custom fields on the Company record.

MoEngage event streams (user actions, behavioral triggers, session data) do not have a native Nutshell equivalent because Nutshell is a CRM and not a behavioral analytics platform. We reconstruct significant event history as Nutshell Notes linked to the corresponding People record, using the event name as the Note title and the event timestamp as the Note creation date. High-frequency behavioral events (page views, session starts) are documented as aggregate counts in a custom Notes field rather than individual records to avoid overwhelming the Nutshell timeline. The customer identifies the top 20-30 event types to preserve during discovery.

MoEngage behavioral segments (RFM cohorts, event-triggered audiences, AI-powered prediction groups) have no direct Nutshell equivalent. Nutshell uses Tags (applied to People) and its built-in People Filter (which supports attribute-based filtering on custom fields) to approximate static audience groups. We export the full segment definition — including the attribute conditions, event criteria, and RFM tier thresholds — into a written segment inventory document. The customer's admin rebuilds each segment as a Nutshell Tag or Filter using the exported logic as a recipe. This is a manual step, not an automated migration.

MoEngage campaign definitions across all 11 channels (email, SMS, push, WhatsApp, in-app, web push, RCS) have no native Nutshell equivalent because Nutshell does not include a multi-channel campaign orchestration layer. We export campaign metadata (name, status, schedule, audience segment references, channel, and content summary) into a written campaign inventory. For email campaigns, we extract HTML content blocks and variable tokens. The customer's admin rebuilds email campaigns in Nutshell using its email broadcast feature and documents SMS and push sequences as Nutshell Task sequences. This is documented separately from automated migration.

MoEngage product and item catalogs with custom schemas map to Nutshell's Deal-level product tracking and custom fields on Company or People records. We export catalog item records in bulk JSON. If the customer uses MoEngage Catalogs to store product attribute data referenced in campaigns, we store catalog items as JSON text in a custom Nutshell field for reference. Nutshell does not have a native product catalog or inventory management layer, so catalog complexity drives the custom field strategy during scoping.

MoEngage device attributes (push tokens, OS version, app version, FCM/APNs token metadata) are exported as part of the User record and map to custom fields on the Nutshell People record. iOS APNs tokens and Android FCM tokens are device-specific push notification credentials that become invalid when the user profile moves to a new engagement platform. We export the full device metadata so that the customer's app development team can trigger silent token re-registration on the next app open. Push delivery via MoEngage channels will drop for 7-14 days post-migration until re-registration completes. We document this window explicitly in the cutover handoff.

MoEngage campaign tags are workspace-scoped string labels used for campaign organization and filtering. These map to Nutshell Tags applied to People records. We extract all campaign tags and map them to Nutshell Tag records. Tags referenced on campaigns but not yet existing as Nutshell Tags are created during the import phase. Tag-to-tag name matching is case-insensitive.