Overview

On-Site Messaging (OSM) campaigns allow you to deliver personalized, in-the-moment messages directly on your website. Use OSM to engage users based on their behavior, page visits, or other in-session attributes. This guide walks you through setting up an OSM campaign in MoEngage.

Navigation

To create an OSM campaign, follow these steps:

1. On the left navigation menu in the MoEngage UI, click Engage, and then click Campaigns.
   
2. On the All Campaigns page, in the upper-right corner, click + Create campaign. The Create campaign pane appears.
   
   or
   You can also click + Create new from the left navigation menu. The Campaign pane appears.
   
3. Under Inbound, select On-Site. The On-site messaging campaign creation page appears.
   

Steps to Create an OSM Campaign

Creating an OSM campaign involves three main steps:

1. Target users: Select the audience for your campaign.
2. Define content: Create the message for your campaign.
3. Schedule and goals: Configure when the campaign delivers and what actions to track.

Step 1: Target Users

This section allows you to define who sees your On-Site message and when they see it. It includes the following settings:

Campaign details

Use these fields to manage and identify your campaign:

Campaign name: Enter a name for the campaign. The name must have at least five characters and a maximum of 256. Campaign tags: Select up to five tags from the list to categorize your campaign. For more information, refer to Campaign Tags.

Target platforms

Select the platforms where your campaign will appear:

Web: Select this option to target your website. Mobile Web: Select this option to target your mobile website.

Trigger criteria

Define when your On-Site message will display to users:

On page load

Select this option to show the message as soon as a page loads on your website.

• Immediately: Displays the OSM as soon as the page loads.
• After Delay: Displays the OSM after a specified delay (for example, 2 seconds after page load).
• After Scroll: Displays the OSM after the user scrolls a specified percentage of the website (for example, after scrolling 30% of the page).

On custom event

You can display On-Site messages when a user performs a specific custom event. Choose to send the message immediately or after a delay.

If user

The If user section allows you to select an event that triggers the message. You can add multiple events and attributes to refine the conditions.

To define events in the If user section:

1. From the Select an Event list, select the event.
2. To refine the event:
   • Click + Attributes to add attributes to the filter.
   • Select the logical drop-downs for the attribute (for example, "is equal to," "is not equal to").
   • To add more attributes, click + Attributes button.
   • Select AND or OR to combine conditions.
   • From the attributes list, select the attributes and their logical drop-downs.

   For example, if you select the User installs the app event, you can add an attribute called App Version to filter for users who installed a specific app version.

AND then

Use the AND then feature to combine multiple events for more precise targeting. For instance, you can select the On-site Message Clicked event and then use the AND then option to add the Added to Cart event.

With this setup, the On-Site message appears only to users who have clicked an On-Site message campaign at least once AND then added an item to their cart at least once.

You can also define the time to wait before the event in the Filter condition is evaluated. Setting this limit to 15 minutes means the user must perform the Filter event within 15 minutes of the first trigger event (for example, On-site Message Clicked).

• The maximum delay you can set is 24 hours, and the minimum delay is 1 minute.

If you click the + Filter button again, you can add another event to the trigger criteria. Choose AND to combine conditions, or OR to filter users if they perform any of the events within the time limit.

THEN

In the THEN section, under Trigger the message, select an option to define when to show the message:

• Immediately: The message displays as soon as the trigger criteria are met.
• After Delay: The message displays after a specified delay. For example, if you set a 2-second delay, the OSM will appear 2 seconds after the page loads.

Trigger Criteria Summary: The Trigger Criteria Summary provides an overview of the selected trigger events and attributes, helping you easily understand the campaign's trigger logic.

On exit intent

Select this option to trigger a message when a user attempts to leave your website. For more information, refer to Exit Intent Technology.

Select pages

This section allows you to choose which web pages display the campaign. You can select one of the following options:

• All pages: The campaign displays on all website pages.
• Specific pages: The campaign displays on specific website pages. You define which pages to show or hide the campaign on by setting URL rules.

  

To show or hide your campaign on specific pages using the URL path:

1. Click Specific pages.

   

2. Under If URL, select a condition from the Select Option list:
   

   Conditions	Explanation
   is	The pop-up displays on specific URL(s) that match exactly.
   is not	The pop-up displays on all URLs except those that match exactly.
   contains	The pop-up displays on any URL that includes at least one of the specified texts or strings.
   contains (all of)	The pop-up displays on any URL that includes all of the specified texts or strings.
   does not contain	The pop-up displays on any URL that does not include any of the specified texts or strings.
   does not contain (all of)	The pop-up displays on any URL that does not include all of the specified texts or strings.
   starts with	The pop-up displays on any URL that begins with the specified text or string.
   ends with	The pop-up displays on any URL that ends with the specified text or string.
   does not start with	The pop-up displays on any URL that does not begin with the specified text or string.
   does not end with	The pop-up displays on any URL that does not end with the specified text or string.

3. In the box next to the Select Option list, enter one or more URLs.
   

   info	Information You can manually add multiple URLs and keywords by pressing Enter. You can also copy and paste a list of URLs from a CSV file into the input box.

4. Click + Filter.
5. Select the And or Or operator, and then select a condition from the Select Option list.
6. Enter the keywords in the box next to the Select Option list.
   
7. To add multiple rules, repeat steps 4 through 6.
   
8. To delete a specific rule, click the delete icon ().
9. Enter a URL in the Check page targeting box to verify it meets the defined conditions.
10. Click Check.

• • If the URL meets the condition, a Passed notification appears:

• • If the URL does not meet the condition, a Failed notification appears with error instructions:

Target audience

Use these segmentation filters to select your campaign's target audience:

In-session attributes

In-session attributes allow you to group and target users based on their actions within their current website session.

For example, if a user is in India, you can show them a personalized pop-up created for Indian users. This helps deliver an immediate, personalized experience within the same session.

To add an in-session attribute, click + In-session attributes.

You can combine multiple in-session attributes and exclude users based on their in-session activity.

You can use the following in-session attributes with your On-Site campaign:

1. Query Parameter: Segment users based on URL query parameters. Typically, users would land on your personalized URL by clicking an advertisement on any Social Media platform
   • You can use UTM parameters (Source, Medium, Content, Campaign) to segment users by traffic source.
   • UTM parameters like utm_source and utm_campaign help identify which campaigns drive users to your website. You can use UTM and custom parameters to segment users and personalize their website experience.
2. User Type: Segment users based on whether they are new or returning. The Web SDK stores user details (unique_id) in the browser. If these details exist, the user is returning; otherwise, they are new.
   • If the browser cache is cleared, the user is treated as new.
   • If two users are using the same device and user 2 logs in after user 1, they would be considered a returning user.
   • If a user logs in from a mobile browser and then from a desktop browser, the desktop login counts as a new user.
3. Day of the Week: Segment users based on the day they visit your website.
4. Time of the Day: Segment users based on the hour they visit your website. Choose from available one-hour slots.
5. Geolocation: Segment users based on their geographic location (Country, State/Region, City). You can also exclude specific countries.
6. Device Type: Segment users based on their device (Mobile, Desktop, or Tablet). You can include or exclude one or a combination.
7. Operating System: Segment users based on their device's operating system (Android, iOS, Windows, Mac, Linux, or others). You can include or exclude one or a combination.
8. Browser Type: Segment users based on their browser (Chrome, Safari, Firefox, Opera, or others). You can include or exclude one or a combination.

Campaign audience limit

This feature helps you control campaign reach and expenditure by capping the number of users who receive it based on engagement metrics like sends, impressions, and conversions. You can set total, daily, or instance-level limits for campaigns. For more information, refer to Campaign Audience Limit.

Control groups

Use these settings to exclude users in control groups from your campaign:

Enable the Global control group toggle to exclude users in the global control group from the campaign's target segment. Enable the Campaign control group to exclude a fixed percentage of users in this campaign from the target segment. Specify the percentage of users to exclude in the box below the toggle. For more information about control groups, refer to Control Groups.

Click Next or use the tabs at the top of the Create Campaign navigation to move to Step 2.

Step 2: Define Content

You can create content for your OSM campaigns using two options:

1. Create content with the new editor.
2. Create content using the old editor.

Display settings

The following options are available:

Step 3: Scheduling and Goals

This section allows you to configure when your campaign will deliver and what actions you want to track:

• Delivery Schedule: Choose when the campaign delivers to your users.
• Conversion Goals: Select conversion goals and revenue metrics to track for the campaign.
• Campaign Priority and Delivery Controls: Set the campaign's priority and configure delivery options like auto-dismissal, minimum delay between notifications, and message frequency.

Delivery schedule

The following delivery schedule options are available for OSM campaigns:

Conversion goals

Add up to five conversion goals to track business metrics for your campaigns. You can choose any app event as a conversion goal activity. The first goal you set becomes the primary goal.

For example, if you want to track how many customers purchased an iPhone after your campaign, your conversion goal setup might include:

• Goal Name: iPhonePurchase
• App Event you wish to track: Made Purchase
• Event Attribute/Property: product is an event attribute/property
• Value of Event Attribute/Property: iPhone

With multiple conversion goals, you can track more than one business metric or visualize a user action funnel. For example, you can track:

• How many users viewed the product page.
• How many of them added that product to their cart.
• How many of them successfully completed an order.

arrow_drop_down Tracking Revenue Performance (Optional)

MoEngage allows you to track revenue generated by your campaigns. To track revenue performance, enable the Revenue Performance toggle for the desired conversion goal.

For example, to track revenue for orderSuccessful events, enable the Revenue performance toggle. After choosing the goal, select the numeric attribute that captures the order's total monetary value (for example, cartValue). You can also choose the currency in which your monetary value is reported.

After selecting the goal, choose the numeric attribute that captures the total monetary value of the order. In the example, cartValue contains the total order value. You can also choose the currency in which your monetary value is reported.

Set Attribution window: Define the time period after a user receives the campaign during which conversion goals are attributed to that campaign. The default is 36 hours. For example, if you set it to 5 hours.

Campaign priority and delivery controls

This section contains the following options:

• Campaign Priority: Set one of the following priorities: Critical, High, Medium, Normal, and Low. If a user is eligible for two campaigns simultaneously, the one with higher priority displays. If both have the same priority, the most recently created campaign displays first.
• Global Delivery Control: Enable this toggle to ignore the global minimum delay settings for the On-Site Messaging channel.
• Local Delivery Controls: These options specify delivery controls specific to this campaign:
  • Maximum times to show a message: Define how many times a user can see the On-Site message from this campaign. MoEngage tracks this using the On-site Message Shown event in the user's profile. For example, if you publish a campaign with this option off and later set it to "one time," users who already saw the message before the edit will not see it again.
  • Minimum delay between 2 messages on this campaign: Set the minimum time gap between two On-Site messages from the same campaign.
  • Auto dismiss message after 'x' seconds: Specify the time after which the On-Site message will disappear from the URL.

Your campaign is now ready. Click Publish and confirm in the dialog box to create the campaign.

Once you successfully create the campaign, the Campaign Info page displays.

FAQs

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Next Steps

• View OSM Campaign Analytics