IBM UBX Destination

This destination is currently in beta. If you are interested in joining, let us know!

IBM’s Universal Behavior Exchange (UBX) is an API that allows users to share customer interactions, behaviors, and target audiences among IBM solutions and applications - including the Watson Marketing Portfolio - without the need for custom software integration. In effect, UBX is the “Segment” of IBM’s ecosystem. Once data is routed to IBM, you can send it to any destination in UBX’s portfolio.

NOTE: IBM UBX is currently in beta and this doc was last updated on May 7, 2018. This means that there may still be some bugs for us to iron out and we’re excited to hear your thoughts. If you are interested in joining or have any feedback to help us improve the IBM UBX Destination and its documentation, please let us know!

Getting Started

NOTE: To enable Segment in UBX, navigate to “Endpoints” in the UBX dashboard, select “Register new endpoint”, then select “Segment”. Once you’ve added the Segment endpoint, please reach out to Segment support with your new endpoint’s “endpoint authentication key” for help activating your new endpoint. Note that the endpoint in UBX will not be able to receive Segment data until you have enabled both the destination in the Segment UI and requested activation of the endpoint from Segment’s support team.

The first step is to make sure IBM UBX supports the source type and connection mode you’ve chosen to implement. You can learn more about what dictates the connection modes we support here.

📱 Device-mode
☁️ Cloud-mode
  1. From your Segment UI’s Destinations page click on “Add Destination”.
  2. Search for “IBM UBX” within the Destinations Catalog and confirm the Source you’d like to connect to.
  3. Enter your UBX API URL and your publisher’s endpoint authentication key in the Segment Settings UI. You should have received an email with this URL shortly after setting up your UBX account. If you can’t locate your URL, please contact UBX support (the URL is also referred to as a “base URL” in the IBM UBX documentation). To locate your endpoint authentication key, navigate to the “Endpoints” tab in UBX, then look to the far right where you’ll find three vertical dots. Click on them and select “Endpoint details”.
  4. Register and provision a Segment endpoint within your UBX dashboard so you can access the appropriate endpoint authentication key. Do this by navigating to “Endpoints”, then “Register a new endpoint” and select “Segment”. Then click “Register” to proceed.

  5. Once registered, the new endpoint’s status will remain “Pending” in the “Endpoints” tab until it has been activated. To activate an endpoint, please include your UBX account’s API URL and your endpoint authentication key in an email to Segment via our tech support form.

  6. Segment will activate your endpoint within 24 hours, at which time its status will update to “Active” in the UBX dashboard. Now, you can grab your endpoint authentication key again and paste it into your UBX settings in the Segment UI.

You can read more about defining and activating applications in UBX here in their documentation.

General Tracking Advice

We encourage customers to review UBX’s dynamic event library closely to become familiar with UBX’s specced events and properties. Many UBX consumers only accept specific events; likewise, many consumers function best when specific events include particular properties. Although Segment provides robust out-of-the-box mapping (documented below), we still recommend reviewing the dynamic event library closely to ensure that you are sending events and properties that enable you to get the most out of your UBX consumers.


Page calls will send a ‘Page View Event’ to UBX (code ibmpageView). The below mappings may apply:

Segment PropertyUBX Attribute Name

Note: As with track events, all properties sent by the user that aren’t mapped above will be sent as attributes to UBX. To send a UBX-specced property that isn’t mapped above, simply set the Segment property name to the UBX property code directly (e.g. pageID). Remember, you can find UBX-specific event and property codes in their dynamic event library.


Segment’s integration with UBX supports all public recognized UBX event types. Beware, however - UBX event destinations will only receive events to which they are subscribed. To subscribe a UBX destination to events from the Segment publisher, navigate to the “Events” tab and select “Subscribe to events”.

Make sure that you subscribe your UBX event subscriber endpoints to the events you’d like them to consume from the Segment publisher.

Note that while Segment supports all UBX-specced events, we have mapped the following Segment-specced events and their properties to their UBX equivalents:

Event Mappings



Segment Event NameUBX Event Code
Application BackgroundedappSessionClose
Application OpenedappSessionOpen
Application InstalledappInstalled
Application UninstalledappUninstalled
Application CrashedappCrashed

We do not define any specific mobile property mappings at this time given that Segment’s spec and UBX’s spec do not share closely related mobile properties. Note, you can still pass in any attribute codes as defined in UBX’s dynamic event library, and Segment will pass these values downstream.



Segment Event NameUBX Event Code
Product AddedcartAdd
Order CompletedibmcartPurchase
Product ViewedibmproductView
Product RemovedcartRemove
Products SearchedibmsearchedSite
Product ReviewedwroteReview


Segment Property NameUBX Attribute Name



Segment Event NameUBX Event Code
Video Content CompletedibmelementVideoCompleted
Video Playback StartedibmelementVideoLaunched
Video Playback PausedibmelementVideoPaused
Video Playback ResumedibmelementVideoPlayed


Segment Property NameUBX Attribute Name



Segment Event NameUBX Event Code
Email BouncedemailBounce
Email Link ClickedemailClick
Email OpenedemailOpen


Segment Property NameUBX Attribute Name

Note: To send a UBX event or property that isn’t mapped above, simply set the Segment event or property name to the UBX-specced event or property code directly (e.g. opptyQualified). Remember, you can find UBX-specific event and property codes in their dynamic event library.

Property Mappings

Segment also maps some properties from the context object to their equivalent UBX attributes. Note that UBX only supports a few data types - string, number, boolean and date. Segment will automatically discard any properties of a type not mentioned here, with the exception of objects, which we will attempt to stringify. If we cannot, expect to see [object Object] appear as the value in UBX.

Segment PropertyUBX Attribute Name
(context.screen.width) * (context.screen.height)resolution

Integration-Specific Option Mapping

Segment maps the following integration-specific options to UBX:


An event containing all three integration-specific options may look something like this:

analytics.track('Order Completed' {
  // properties
}, {
  integrations: {
    'ibm-ubx': {
      channel: 'crm',
      subChannel: 'chat',
      contactConsent: 'email,opt-in'

It’s important to note some information about precedent for each of these options:

  • channel: Segment first checks whether this value is defined in integration-specific options; if not and we detect analytics-android or analytics-ios libraries, channel is set to mobile; for all other libraries, channel is set to web.
  • subChannel: This value is not appended to the outgoing payload unless explicity defined by the user.
  • ContactConsent: This value is not appended to the outgoing payload unless explicity defined by the user. The value passed to Segment must be in the format channel,subscriptionOption. At the moment, the only acceptable channels are email and sms, and the only two acceptable subscription options are opt-in and opt-out.

For more information, please refer to IBM UBX’s documentation on subchannel here (Best practice event attributes article) and on channel here. Note that recommended values for these fields is often determined by the downstream tools connected to UBX (e.g. Watson Customer Engagement tools).


Not seeing any data from Segment appear in UBX

  • Check to ensure your Segment publisher endpoint is “Active”. If not, see Getting Started above.
  • Ensure you’ve subscribed your UBX destinations to the appropriate events.


Segment does not auto-generate events other than an initial page call when using our Analytics.js library and mobile lifecycle events when mobile lifecycle tracking is enabled via Segment’s Android or iOS library.

This means some events supported and in some cases expected by downstream UBX destinations - including abandonment events - must be derived by the customer. One approach would be to integrate with a marketing tool such as AppBoy or Bronto, in which you can set up rules that generate abandonment events, which are then be sent back through Segment and downstream to UBX.

Another approach may be to schedule a cron job in your database that checks for users who have triggered a Product Added event, but who never went on to trigger an Order Completed event. In this case, one can logically deduce that the user abandoned his cart, hence you should trigger a server-side Segment event based on this rule, which Segment will process and pass downstream to UBX.

Segment’s integration with UBX supports the following UBX abandonment events:

  • ibmabandonedConversion
  • ibmbrowseAbandonment
  • ibmbrowseAbandonmentItem
  • ibmcartAbandonment
  • ibmcartAbandonmentItem

You can find more information about these events in UBX’s Event Taxonomy.


You can send computed traits and audiences generated through Segment Personas to this destination as a user property. To learn more about Personas, reach out for a demo.

For user-property destinations, an identify call will be sent to the destination for each user being added and removed. The property name will be the snake_cased version of the audience name you provide with a true/false value. For example, when a user first completes an order in the last 30 days, we will send an identify call with the property order_completed_last_30days: true, and when this user no longer satisfies we will set that value to false.

When the audience is first created an identify call is sent for every user in the audience. Subsequent syncs will only send updates for those users which were added or removed since the last sync.


Segment lets you change these destination settings via your Segment dashboard without having to touch any code.


Enter your UBX account’s base URL endpoint here. This can be found in the email you received from UBX after setting up your UBX account.

Authentication Key

You can find your endpoint’s Authorization Key by looking at your endpoint details in UBX. It should look something like eff08b68-0000-0000-9a19-8e43dbeeb201:US.

Adding IBM UBX to the integrations object

To add IBM UBX to the integrations JSON object (for example, to filter data from a specific source), use one of the 2 valid names for this integration:
  • IbmUbx

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