Push campaigns target users by sending notifications to your app or website. MoEngage provides five types of push campaigns


One-time push campaigns are a way to engage with the user by sending the campaign only once at a specific time.


Periodic push campaigns are a way to engage with the user by sending the campaign at a specific time and duration.


Event-Triggered campaigns are a way to engage the user at the right moment by triggering messages based on a set of events executed by a user. 

For example: For an e-commerce app, if a user viewed a particular product or added it to the cart (user activity trigger) but has not made a purchase, this user can be re-targeted with a reminder message or relevant offer, triggered within a few minutes of activity.

The most common use cases for Event-triggered campaigns are:

  • 'Welcome Messages' sent to users when they Install your app,
  • Driving first purchase or driving user activation,
  • Abandoned Cart,
  • Abandoned browse,
  • Subscription drop-offs,
  • Drop-offs during Payment etc.

MoEngage analysis found that Event-Triggered campaigns drive up to 4X higher conversions than the scheduled push campaigns.

Device Triggered

Device triggers are messages that are sent to the device when a user does a trigger event.  Messages are served only to the device from which the trigger event is happening and are served in real-time.

These messages can be triggered only for User Actions tracked on the SDK end that you will not be able to trigger basis Server to Server events or events derived by MoEngage at their backend.

- Triggers when the user is online and does a trigger event

- Triggers when the user is offline and does a trigger event

Device Triggers are effectively used to bring back your user as and when they try to exit the app.

While creating the campaign, you will come across these Delivery Control methods:

  • Maximum times to show the message from the same campaign - Limits the number of times a message is shown in the lifetime of a customer. Reset when the device cache is cleared or the app is reinstalled. This setting is not applied if set to zero that is the message is shown an infinite number of times (until it satisfies other control conditions)
  • Minimum delay between two messages from the same campaign - To control the user experience, marketers can add a minimum time delay between two messages from the same campaign. If another message is generated before the delay is over, the message is not served.
  • Expiry time for Sync Data - This allows you to, periodically, purge the campaigns that have been synced so that you don’t end up serving old messages for long e.g. if set to 7 days, synced campaigns won't be served after 7 days unless sync happens again.
  • Ignore Frequency Capping - Used for messages that are urgent in nature and shall be always served to ignore the channel capping policies.
  • Ignore DND Period - Used for messages that are urgent in nature and shall be always served even if the trigger is generated during the Do Not Disturb period set on the account level
  • Serve in offline mode - If checked, the message will be served even if a user is doing the trigger event in offline mode i.e. user is not connected to the internet.

Online Triggers

Online triggers are served when the end-user is online and executes a trigger event. All the conditions are checked in real-time and the user is shown the notification, if eligible.

Offline Triggers

The device triggers come with an exceptional capability to serve the message, on a trigger event, even if the end-user is offline meaning the user is not connected to the internet.

Offline triggers deliver the messages that have been previously synced. Sync-ing of messages happens when the user, connected to the internet, opens the application on which MoEngage SDK exists.

Since offline triggers are served basis of last sync data, this exceptional capability of serving Offline trigger messages comes with a few limitations:

  • Segmentation: Offline triggers assume that the user fulfills or does not fulfill the campaign segmentation criteria during the previous sync. For example, at the time of campaign sync, the user was eligible for campaign C1. Now if the user goes offline and executes the trigger event, he/she will be served the message.
  • Frequency capping (setting of how many notifications are served across the push channel) is not checked for Offline Trigger messages. We will keep on serving the trigger, as many times as the user generates a trigger event.
  • Personalization: Event personalization won’t work if offline. Other personalization will work as per the last sync-ed values.
  • Campaign Performance stats (like Impressions and Clicks) for Offline trigger messages will be registered with the MoEngage server only when the user connects to the internet after being served the notification.
  • Campaign Editing - For a created campaign, when it is synced once and then edited. If the user does not open the app after the first sync and goes offline, the offline trigger is served according to the previous configuration.

Location Triggered

Location of a user can also help in sending targeted campaigns to engage the user with relevant content. For example, for a user who has just arrived at Bengaluru Airport or Train Station, it is important to engage the user with your hotel or taxi booking app for Bengaluru city.

Location triggered Push campaigns are triggered for all users when they enter/exit/stay in a pre-defined perimeter around a location (for example, the airport). Currently, location-triggered campaigns are available for android and iOS platforms. And, all users satisfying the criteria of geo-fence will receive the campaign.

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