Localize campaign message


Localization helps marketers reach out to their target audience in the language of their choice or to message them differently based on their location, language, or what have you.


By combining deeper behavioral segments with localization, you can:

  • Target users in different languages with the same message within a single campaign
  • Target users in different geographies with different messages in a single campaign
  • Target different age groups or gender with different messages in a single campaign

Create Locales

Locale is a criterion based on which you can further sub-segment your target audience to send them a Localized message. Locales can be created using the Settings option in the MoEngage Dashboard or during the second step of campaign creation.

Add New Locale from Locale Settings



We've revamped our dashboard settings UI. Locales are available in Settings -> Advanced settings -> Locales. For more information, refer to Summary of Changes - Settings UI Revamp.

Revamped UI Old UI

To create any new Locale:

  1. Navigate to Settings -> Advanced settings -> Locales.
  2. To add a new locale, click + Create locale. The Add New Locale screen opens.


While adding a new locale, configure the locale name and definition. For example, you can add a locale called English that contains all the users for whom the Last Known Country is the USA. You can use a single attribute or a combination of attributes (either AND or OR) to define a locale. Save the locale once you are sure about the definition.


Every locale has the following information in the UI once added.

  1. Name of the Locale
  2. Definition
  3. Locale Number
  4. Campaigns Associated
  5. Created

Add New Locale from Campaign Creation

A new locale can be added during campaign creation as well. The screenshot below shows the content creation step of a Push campaign. The top right pane has the '+Locale' button as shown in the image.


Click on the '+Locale' icon and the following filter screen opens up. Click on '+New Locale' as shown in the image below.



The 'Add a New Locale' popup opens as shown below.


For more details about creating the locale, refer to this section.

Using Locales in your Campaign Messaging

Once the locales have been configured, you can start using them in your campaign messages.

To know which channels currently support Localization, refer to the table below.

Channel Type Delivery Type Supported
Push All + Flows Yes
Email All + Flows Yes
In-app All Yes
On-site No No

To create a campaign, go to Create Campaign and choose the type of campaign that you want to publish.  In step 2, Messaging, of campaign creation, configure your default message, and then to add a localized message, click on the + Locale button and you will see the list of existing locales. You can choose any of the existing locales to send messages to or + New Locale as per your requirements. 




  • The minimum number of locales that can be added is zero and the maximum number of locales that can be added are twenty for all the channels that support localization.

Once you add a Locale, you can choose to configure a new message or copy from existing locale messages. If you choose to copy the message from an existing locale, all the variations and all the message fields will be copied from that locale.


 You can switch between different localized messages by clicking on the tabs. The Selected Tab is highlighted in blue color:


You can edit the copied fields as per your use cases; retaining some of the fields as is (like the Image URL or the Action URL) while changing other fields like the message. Once the message is set, review your campaign messaging and create the campaign.

Once your campaign is created, you can go back and edit the campaigns. You can do the following:

  • Change messages for any locale
  • Add or remove a localized message to/from the campaign

If you want to check which of the users received or clicked the notifications from a certain locale in a specific campaign, you can go and check the segmentation with queries as shown below:


Here the campaign id of the campaign is specified and 'English' is the Locale Name.



  1. If you are using A/B testing along with Localization, all the locales should have the same number of variations. If you remove it from one Locale message, it will be removed from all the others.
  2. Locale definitions for bulk campaigns are refreshed once a day. Hence your users will be targeted in the bucket they belonged to when the locales were last refreshed. For Trigger campaigns, it will be checked on a near real-time basis (a lag of 15 mins) whether the user belongs to which locale.
  3. If your Locale definitions are not mutually exclusive and if by chance, a user satisfies the criteria of two locales present in a campaign, the user will be sent a message for the locale which was added first to that campaign.

Locale Stats

MoEngage also provides locale performance stats at the campaign level (currently supported in Push Campaigns). To understand these stats in more detail, click here.

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