Release Notes Archive 2021

Hello 👋 Explore our archived release notes, a testament to our product's evolution. This space documents past updates and enhancements, reflecting our dedication to improvement.

Release 1.204

Azure connection

New Azure Data Lake Integration is now available for you to use! It allows you to import your event and customer data from one of the most widely used cloud storages directly into the Bloomreach Engagement so you can fully analyze your data in the app. How to set up the integration, requirements and much more information can be found in our documentation.

Storable customer filters

In order to save time and effort needed to recreate the same customer filters repeatedly, we made it possible to create and store customer filters. With this feature, you can save frequently used filter conditions as a new customer filter template and re-use it later. Read more

Predefined templates update

To help you improve your email campaigns in more efficient ways, we are expanding our predefined templates and now they are available for HTML blocks too! Predefined templates are saved in our real time repository and contain blocks covering various topics to suit your needs when creating campaigns. Read more about them in the HTML Blocks article!

Push notifications update

In order to enable sending push notifications to Huawei devices, we have developed a new integration with Huawei push notification service! Although Huawei devices still use Android OS, Huawei created its own push service, replacing Firebase that was used originally. Please note that the Android SDK update with respective support will follow shortly after this release, currently scheduled for the first week of 2022. You can read more about these updates in our Mobile Push Notifications article.

Magento plugin

To make the integration process easier and faster, we would like to introduce a new Magento integration plugin! This plugin comes with some key integrations out of the box, with possible changes needed depending on your level of customization of the Magento platform. Integrations include customer, purchase, and product data feeds, basic web tracking and additional useful features.

This means that you can leverage our cross-channel automatization, deep personalization, and store optimization features much faster. After a correct setup, you can immediately start deploying automations, triggered campaigns, and web personalization using Bloomreach Engagement! Read more.

BigCommerce integration

To save costs on integration projects and radically speed up the time needed to integrate your BigCommerce store, we have developed a new native integration with BigCommerce. Connect Bloomreach Engagement with your BigCommerce store, analyze BigCommerce data, execute omnichannel marketing campaigns, and use Bloomreach Engagement’s AI-driven capabilities on your BigCommerce store today! Read more.

We’ve heard your feedback!

  • Nodes in Scenarios now display their Action ID, Type, and User-defined name. It is also possible to search for a node by these 3 parameters.
  • New formatting options for labels in Scenarios, such as headings and lists, are now available! This can be done using either the new visual formatting helper bar or by writing markdown directly.

Release 1.203

Several minor bug fixes, tweaks, and other improvements.

Release 1.202

Android SDK update

New features and a few bug fixes are coming to the Android SDK! This includes helpful additions in tracking and migration from PaperDb to Room database. Read more on Github.

Other minor technical and UX improvements, or bug fixes.

Release 1.201

Azure storage integration

Azure Blob Storage integration is coming to Bloomreach Engagement! This allows you to export your customer and event data to one of the most widely used cloud file storage. Azure Blob Storage is compatible with Azure Data Lake Gen2 which allows even more advanced data analysis using the Azure platform. Find out more in our documentation.

Subscription banners for SMS

In this release, we are expanding our collection of out-of-the-box predefined Weblayer templates! The newest addition includes a subscription banner that can be customized for subscribing to email or phone channels. These include specific new parameter fields for setting up phone or email communication. Read more.

WhatsApp now allows non-transactional messages!

We are excited to share the big news with you - WhatsApp is easing its restrictions on the use of its communication channel, which means non-transactional messaging is coming to WhatsApp! This allows you to use WhatsApp with other channels like email and in-app messaging to offer your customers a seamless experience. Use cases, such as Product Back-in-stock Reminders, Product Recommendations, Track Delivery Updates, and more are finally possible.

Our WhatsApp integration enables sending and receiving messages at scale using the WhatsApp Business API. WhatsApp messages, like any other channel, can be personalized and connected to a workflow or a customer journey, all within our Scenarios. Read more in our WhatsApp documentation.

Mobile SDK update

Our Android SDK version 2.9.7 is here! Read more in the package release notes or documentation.

Release 1.200

Enforced two-step verification

Security is a high priority for us. Acknowledging that using two-step verification is starting to be common practice to protect data and that you might have various internal requirements, we are now enabling you to enforce the use of two-step verification for specific roles or the entire project/account. Read more.

Introducing IP-based rate limits for Tracking API

In order to ensure a consistent and best performance of Tracking API for all clients, we will be introducing safety rate limits. The limits are designed to be high enough to ensure that no legitimate tracking use case will ever hit the limit, but low enough to limit use cases that might not be set up correctly, e.g. bugs in event tracking.

The release and rollout of these limits will be between November 1st and November 8th, 2021 across all instances. That means from November 9th onwards, all requests to the Tracking API from a single IP address that are above the new rate limit of at least 150 tracking requests per second will receive an error response HTTP 429 to retry later at a slower rate, meaning the data from the limited IP address will be ignored.

We recommend your systems correctly handle HTTP response status code 429 Too Many Requests and retry later at a slower rate. If your systems already handle 429 properly, then you will not lose data, however, you will need to send them at a lower rate to avoid hitting the rate limit.

Note that incoming tracking requests from other IP addresses will not be affected.

This will ensure a smooth performance for every project. Read more in the Tracking API Overview.

We’ve heard your feedback!

  • The Test tab on Advanced recommendations now shows the engine name
  • If a global asset is a part of more initiatives and these initiatives are cloned into another project, the asset is now correctly identified as a duplicate and will not be cloned 2nd time (or more)

Release 1.199

Customer profile updates

We have made a number of smaller improvements to the Customer profile page that should lead to a better user experience and prevent information clutter. This includes collapsing all the dynamically calculated analyses by default and adding a new filter that you can use to quickly find exactly what you are looking for by searching for a property by its name or displaying items from specific initiatives.

Following up on an announcement made earlier, we are now rolling out the new limit on events per customer profile. Events beyond the limit of roughly 500,000 per profile will now be flagged as archived. You will be informed by the health dashboard when approaching this limit. Please note that under normal circumstances, such a high number of events per profile should never occur and may signal incorrect import or tracking.

Read more about the UX updates and limits in the Customer profile article.

Automatization of the link shortener domain setup

We have significantly improved the process of setting up a custom domain for a link shortener. By navigating to the General account settings, you can now add your link shortener domains with a single button and after saving, we will generate the NS DNS records for you to configure and issue the SSL certificate.

After the setup, you will be able to use the domain from within the project settings. Note that domains added manually by our IT team prior to this setting being available will be displayed in an info message. Such domains cannot be managed from the settings and any changes must be done by our IT. Read more in our Campaign Link Shortener article.

We’ve heard your feedback!

  • You can now reorder the consent categories in your project settings
  • The width of the description column in Data Manager is now dynamic, allowing for more room, if possible

Release 1.198

Predefined Templates update

Creating new campaigns with Bloomreach Engagement is becoming even easier! To provide you with a wider array of starting points to choose from, we are adding Predefined Templates for Emails, Custom rows, and Snippets. These enable you to pick already predefined templates from an up-to-date curated library, which you can then tailor to your needs - all to get you up to speed as quickly as possible.

To use Predefined Templates, you can open them, make changes, and save them as a copy into your Project Templates or choose them directly in your campaign. Learn more about Predefined Templates for Emails, Custom rows, and Snippets.

Web layer templates improvements

We have made starting your web layer projects from scratch easier!

We appreciate that a lot of times you might want to start your work on a new banner from the get-go, which is why we have decided to polish the blank web layer template. Parameters have been reorganized into categories and we have added the web layer triggering category that we have included in all other predefined templates already. What’s more, the blank template is now a part of our global predefined templates, which means you can look forward to faster improvements and updates in the future.

Furthermore, we have enabled web layer preview not only for a specific device or environment but for a specific customer too, which allows you to easily test your personalization.

We’ve heard your feedback!

We have listened to your feedback on the Exponea Console and here are some improvements:

  • Filter what events you want to display
  • Clear your timeline to see only the most recent events
  • Event formatting for a clear distinction between different types of events

Other minor technical and UX improvements, or bug fixes.

Release 1.197

MMS Campaigns are here!

We are adding a brand new channel to our list, currently available for the US, Canada, and Australia regions. Adding media to messages proved to increase user engagement and build brand awareness, in fact, MMS is showing a 15% higher click-through rate than SMS.

MMS Campaigns enable you to effectively send in-bulk or event-triggered 1:1 personalized multimedia messages through the Engagement application. This is through the same user-friendly editor that you are used to from our SMS Campaigns, including all functionalities, like automatic highlighting of special characters or link shortener. Read more in the MMS Campaigns article.

Active session setting change

In our effort to continuously improve the security of the Engagement App, we now only allow one active session at a time, i.e. you will only be able to be logged in from one browser.

The main goal of this setting is to prevent session hijacking. Furthermore, if you forget to log out from some devices, with the new one-session-setting, other devices will be automatically logged out. Please note that this will affect only users that are using email and password for login, as for users that are using Gmail as login, this setting is already enabled.

Customer profile limit

To increase the stability of the platform, we will be enabling a new limit of max 500 000 standard events per customer profile. Starting September 29, 2021, the oldest events above this limit will get flagged as 'archived' and will not be used in any analyses. If there is a need for those events, please, consider the option to export the events out of Bloomreach Engagement from within the customer profile. Starting now, the impacted profiles are listed in the health dashboard of every project.


We have moved the date

Please note that we have recently decided to move the original date (22/Sep/2021) for the Customer profile limit to 29/Sep/2021.

Release 1.196

Android SDK update

Our Android SDK version 2.9.6 is here! Read more in the package release notes or documentation.

We've heard your feedback

  • Improved testing of personalization in Web layers: preview for a specific customer is enabled

Several minor bug fixes, tweaks, and other UX improvements.

Release 1.195

1st party cookie tracking solutions

Accommodating various tracking limitations such as ITP or ETP, which are aimed against 3rd party cookies, we introduce 3 different solutions aimed at sustaining consistent tracking of anonymous users using 1st party server-side cookies. The objective of our solutions is to sustain a single customer view, and data quality and provide reliable and consistent web tracking of anonymous users.

To ensure consistent and long-lasting identification of anonymous customers, you can choose to implement one of the following 3 options:

  • Custom tracking Domain (CTD) using NS zone DNS records
  • Web tracking via GTM server-side tag manager
  • Server-side handling of identification of anonymous users by your infrastructure

You can read more about each of these solutions in a comprehensive guide that we have prepared for you.

Custom campaign tracking and Email settings update

We extend custom campaign tracking to Email templates and Transactional emails! This allows you to define custom event attributes and other settings with your email templates and use these with transactional emails too, or define them directly in the body of the API payload.

We make this possible by adding a new Settings tab to email templates that you can use to pre-populate campaign settings when selecting a particular template in an email campaign or Scenario action node.

The good news does not end here, as we have also added support for Jinja (with some limitations) as a value of a custom campaign tracking attribute!

Read more about Email templates settings or Transactional API settings

File Management upgrade

After successfully releasing files as a new asset type in 1.192, we now bring you a file management upgrade! In addition to already existing standards per file or in-bulk options, such as moving or deleting, files can now be added to an Initiative or cloned to another project - including their folder structure within the File Manager.

Furthermore, we have also added a handy new option when previewing files, which lets you explore in which campaigns the file is being used so that you can easily check for any dependencies.

Read more in our File Management article.

Release 1.194

Several minor bug fixes, tweaks, and other improvements.

Release 1.193

Mobile SDKs updates

Android SDK
The newest version comes with flexible event attributes in mobile push notifications. This means custom tracking attributes added to the push notification payload are automatically included in the events as properties. The update also features some visual and technical bug fixes. Find out more.

The iOS SDK update features an expanded device model name for more granular segmentation, and similarly to the Android SDK, flexible event attributes in mobile push notifications with better support for custom tracking attributes. This update also comes with numerous technical and documentation improvements. Find out more.

React Native mobile SDK
Android push icon and accent color can now be specified in a more user-friendly way, and new configuration parameters are available. Find out more.

We’ve heard your feedback!

  • A characters counter is now included in the Push notifications builder
  • In Customer view > Events tab, you are now able to pin event properties to view them even for unexpanded events
  • We have added a notification with an explanation for when an empty report results in an empty chart
  • When working with personalization in the Display condition of the Visual editor, the “Add segment” option has been renamed to “Set segment” to better reflect its functionality

Other UX and technical improvements

Release 1.192

Plenty of exciting news!

Shopify Integration Upgrade 2.2

The Shopify Integration upgrade you have been waiting for! In version 2.2, your data will be fresher than ever, with a 6x increased frequency of catalog import to every 4 hours. The upgrade also adds new customer fields, multiple searchable data fields, and features numerous bug fixes.

To make your life easier, we have automated much of the upgrade process and prepared a comprehensive guide outlining each step.

File Management

In this release, we are uniting all uploaded files into one central and shared access point within the Asset Manager. This provides you with an easy and unified way to work with files/images, and be able to upload, find, and reuse an image, a video, or other files in every place where such files can be used, including emails, weblayers, or push notifications.

The file management system comes with everything that you would expect, including organization into folders, archivation, and easy access from within campaigns. Existing files used in email templates or blocks will be automatically migrated. Please note that full support for the visual editor will come in a later release. Read more about Files.

Custom campaign tracking

No more relying on ‘campaign name’ naming conventions for more granular campaign-type analytics! You can now define custom attributes that will be added to every campaign event generated by that campaign, from enqueued to click events in the campaign or action node “Settings”.

This allows you to categorize and tag campaign data for easier analysis of related campaigns, or cross-team and cross tools data stitching. Read more about custom campaign tracking.

Exponea Console

We have rebuilt our Exponea Console Google Chrome extension from the ground up and moved it from Beta to General availability! No need to add API endpoints to your extension anymore. You can now effectively debug your JS SDK by viewing tracked events, user IDs, SDK configuration, and more, directly on your website. Read more about the Exponea Console

Bloomreach Engagement Usage Dashboard update

To provide you with even better insights, we have added new data types to the Usage Dashboard. These include Tracked and Imported events, or history of the Maximum event storage usage for the last 12 months. Stay tuned for more!

Release 1.191

SMS Keywords auto-responses

To stay compliant with US carriers' regulations that require immediate replies to inbound keyword text messages (such as “HELP”), we have enhanced our existing opt-out keywords feature with more actions, such as opt-ins and auto-replies. You can now define SMS replies tied to a specific keyword and action, and if provided, they will be sent out immediately after receiving any message matching the keyword.

Not only this helps you with staying compliant with regulations, but the new available actions and auto-replies also enable you to create further automated use cases, such as standardized info texts as replies to incorrect keywords, etc.

Read more about Keywords auto-responses.

Release 1.190

Analytics improvements

In this update, we bring you a set of smaller analytics improvements that will make your work with our real-time analytics tools easier and better. These improvements include:

  • Ability to set a maximum axis limit on the chart in Trends and Reports to make comparing different, e.g. trends easier
  • Freezing the header and first column when scrolling tables in Reports

Read more about the new analytics improvements.

User insights for better results from Recommendations

When setting up recommendations, Exponea will now show insights about the data used to train the recommendations engine so that you can make more informed decisions and get better results. This includes the number of events and customers which influence the quality of recommendations, inclusion of specified IDs in the catalog, or others. Read more about the new user insights in recommendations.

Exponea API authentication key naming

A small change with a big impact! Being aware that our previous naming conventions around API authentication were a little clunky, we have decided to make slight adjustments that should make working with our API much more straightforward.

Since both types of API Groups essentially fulfill the same purpose, we now focus on the type of access that the group uses. This is why we no longer differentiate between a Public and Private group, but instead, you can now simply create an API Group and can choose between Public and Private access types that the group will use.

To better reflect the technical reality of the API keys, we have also renamed the Public key that was used in a Token authentication to an “API Token”; and the Public/Secret key pair used in a Basic authentication to an “API Key ID/API Secret pair”. We hope that, in the long run, this makes working with our API much clearer and easier. Read more in our new API Reference Intro documentation.

Cookie expiration

Because we know different jurisdictions have different rules, we now give you full control over the expiration date of Exponea cookies! The default cookie expiration values can be fully customized according to your needs in the configuration object passed into the exponea.start() function. This allows you to modify the expiration of the tracking, A/B testing, or time cookies.

As this feature might severely impact your tracking, however, please make sure you read and fully understand our cookie expiration documentation before configuring the cookies.

We’ve heard your feedback!

  • Dashboards in a view mode keep the date range filter always visible on the top
  • You can now adjust the maximum number of stars in a Survey
  • Catalogs can now be renamed
  • The Retargeting Scenario node can now have a custom name to help you better orient yourself in bigger scenarios
  • You can now use the “Until now” time filter in Trends
  • A warning message is shown if an ID starts or ends with a whitespace
  • A reminder message is shown if you attempt to use Jinja but do not check the “Enable personalization” checkbox

Thank you for providing us with important feedback so that we can continue improving the application!

Release 1.189

Email testing speed boost

Sharing your work became easier than ever! You can now generate and share a preview of the email template in a certain language variant via a public link. You can share the URL with anyone in your company. People do not need access to Exponea to access the preview.

Send test emails to your colleagues faster! You can now send up to 20 test emails at once. We have upgraded the UI to display what version of the email will be sent. Read more about the UX improvements in our Email Testing documentation.

Default email provider changes

We have some news concerning the default email provider too! The first email integration created on the project level will be automatically assigned as the default email provider. When creating and configuring an Email campaign, the chosen email integration input field will now be always visible. Furthermore, you can now unset the default provider, which is useful when you want to, for example, remove the integration.

On the instance level, we have renamed the “Default” instance provider visible in the integration picker to “Global provider” to avoid confusion with the project-level default provider.

Webhooks in the Campaign calendar

The Webhook scenario action is now available in the Campaign calendar!

Usage warnings in Scenarios

To optimize the performance of your campaigns, Scenarios now check and inform about potential usage issues that might negatively influence (e.g. slow down) the given campaign and/or all campaigns running in parallel. The results of these checks are displayed in the Test tab of your Scenario, or in the “Confirm scenario execution” modal window when starting a campaign. Read more about usage warnings.

Bloomreach Engagement Usage Dashboard

Usage dashboard gives you important insight into your usage of the Bloomreach Engagement app over the last months. The dashboard provides an overview of your app usage on an instance, account, or project level for the metrics that are also referenced in the order form. This includes metrics, such as monthly processed events, different types of campaigns, or even active prediction models. Read more about the usage dashboard Usage Dashboard.

Other small UX and technical improvements

Release 1.188

Several minor bug fixes and tweaks.

Release 1.187

Global URL Lists

Big news for any frequent user of our website personalization features, such as web layers or experiments! Global URL lists allow you to create and manage URL lists in one place and subsequently reference them in your web layers, experiments, and tags. This means that you no longer have to manually type out Show on/Do not show on settings for each individual campaign separately. Save time by simply selecting a predefined list containing all the URLs you want to use! Read more about Global URL Lists.


Have you been frequently reusing the same content across campaigns, such as Jinja personalization? There is no need to store these in 3rd party spreadsheets anymore, we’ve got you covered with Snippets!

Snippets are custom pieces of Jinja, code, text, or HTML that can be saved in the Asset Manager and reused in your campaigns. This can include frequently used Jinja or even the unsubscription sentence that you use in all your SMS campaigns. Read more about Snippets.

UI update for personalization helper and blocks in HTML editor

As part of extending our asset manager features, we have split the personalization helper in the HTML editor into 2 separate buttons. The ({}) button will now open the standard side panel for jinja personalization and images. The (+) button will open an asset picker flow for adding blocks or snippets into the campaign.

The picker for blocks was moved from the original side panel to the new asset picker flow. This should provide better search options and new functionalities such as a preview of the block. Learn more here.

New Visual editor features

With this release, we are turning on 2 new features in our Visual “BEE” editor.


Collaboration on new email templates brought to the next level! You can now select any element in your email template and leave a comment for your team members. Collaborate more effectively, cut time to publish, and get a more efficient sign-off for going live with your campaigns with the new commenting feature. Read more about this feature in the BEE plugin documentation.

Reverse stacking on mobile

A new row option to revert the stacking order of columns on mobile is now available. This is useful for layouts with alternating visuals & text: applying it will ensure that, on mobile, images are consistently on top of their accompanying copy.

We’ve heard your feedback!

Thanks to your suggestions, we now introduce:

  • Improved UX when creating a new entity from an initiative by removing a tooltip that covered some important elements
  • Improved UX when configuring static IP addresses or SSH tunnels to better reflect real configuration possibilities

Release 1.186

Campaigns tracking update

In this release, we have enhanced the campaign event tracking.

We have added:

  • sent_timestamp attribute to Browser Push Notifications and Transactional email
  • message attribute for mobile push notifications status=sent
  • consent_category attribute for all types of campaigns that use consents
  • integration_id and integration_name for Email and Transactional email type events
  • language and subject attribute for Browser Push Notifications
  • template_id and template_name if Exponea template was used in the Transactional email
  • Other fixes or improvements

See the full campaign tracking list for more details.

Other technical and usability improvements

Release 1.185

New browser push notifications display options

We have added two brand new display options that you can configure for your browser push notifications. Require interaction will prevent the notification from disappearing until the user clicks or dismisses the notification. Silent notification will prevent any sound or vibration regardless of the user’s device settings. Read more in our Browser Push Notifications article.

Mobile design mode for the Visual editor

Our email visual editor just got an upgrade! With the mobile design mode, you can easily switch between desktop and mobile in the editor directly. This allows you to design for mobile first and allows you to visualize mobile optimization options without the need to switch between edit and preview constantly. Read more in the BEE Plugin documentation.

We’ve heard your feedback!

  • The style of the preview on mobile devices has been unified into a simpler and cleaner look.

Release 1.184

Several minor bug fixes and tweaks.

Release 1.183

Email UX Improvements

A multitude of smaller and larger user experience improvements in our Email Campaigns to make your work with emails easier and smoother. These improvements include:

Data mapping & Scalable cloning

Data mapping now includes a new mapping option for main and variant catalog names that can be used for cloning and Profile Overview.

New predefined events are supported, such as Return item, Add to wishlist, Remove from the wishlist, Search; and attributes, such as category level 1, 2, and 3 for event Purchase item, View item, Add to cart, and Add to wishlist. Read more about Data mapping.

Event attributes defined during data mapping are used during cloning to preserve the functionality of some of the most important definitions, metrics, and analyses. Read more about Scalable cloning.


We have gone over the Bloomreach Engagement features, investigated their usage, and updated their status accordingly. This has resulted in 10 different features moving out of BETA and ALPHA into General Availability. These features include:

  • Zapier integration
  • Batch webhook
  • Email click map
  • Sendinblue integration
  • Sinch SMS & Delivery reports
  • Safari browser push notifications
  • Adform integration
  • Facebook Messenger editor
  • Rule-based recommendations
  • In-app messages

Other technical, usability, and security improvements.

Release 1.182

Several minor bug fixes and tweaks.

Note that more specific examples have been added retrospectively to the 1.181 release.

Release 1.181

We’ve heard your feedback!

Based on your feedback we have implemented multiple minor changes that will improve your experience while using Bloomreach Engagement.

  • "Pre-header" and "reply-to email" fields are now uncollapsed by default to save you that extra click you always needed to do. This affects email campaigns, email scenario nodes, and email templates in the asset manager as well.
  • Correct data types will be from now inferred also for booleans and collections in imports out of the box.
  • Tags are now supported for initiatives. There are still some UX improvements pending, like showing the assigned tags in lists, but for now, you are able to change the assigned tags under "edit" and filter them in the list of all initiatives.
  • A running scenario now displays the progress on each individual node, which is useful and also very visually pleasing. Check it out next time you'll be running a campaign.
  • Copywriting has been improved when deleting instance-level permissions.
  • Readability has been improved in the node detail in the evaluate tab of a campaign for some more complex cases.

Release 1.180

SMS Link shortener

Displaying a full URL in a text message or having to rely on external link shorteners are now problems of the past. Our new link shortener automatically replaces all hyperlinks in the text of an SMS campaign with their shortened version. The link shortener is secure and effective! Read more.

New Web Layer templates

We have created another set of predefined templates for various use cases and themes, such as product recommendations or NPS templates! We have also made multiple improvements to working with web layers, involving unified parameters grouping, or the order of parameters in the editor. Read more about Web Layers.

Cloning and Importing

Running predictions can now be effectively cloned, imported, and exported as well! Webhooks and Ads audiences referencing an integration can now be imported without any dependency issues. Problems with cloning, or importing and exporting running aggregates using an existing definition have been resolved. Importing webhooks across instances is now possible without encryption issues. Happy cloning! Read more.

We’ve heard your feedback!

Based on your feedback we have implemented multiple minor changes that will improve your experience while using Bloomreach Engagement.

  • It is now possible to change colors in charts for individual series. You can choose one of our predefined colors or pick your own. And yes, it's persistable!
  • From now on a warning will be shown in the Data manager when the number of attributes of an event exceeds the threshold of 200. There is a hard limit of 255 attributes per event.