Overview - Mobile Push


Push campaigns target users through notifications for your app or website. MoEngage provides five types of push campaigns.


One-time push campaigns engage with the user through a single message at a specific time.


Periodic push campaigns engage with the user through a series of configured messages at a specific time and duration.


Event-Triggered campaigns engage with the user through messages sent at the right moment based on a set of events executed by a user. 

For instance, if a user viewed a particular product or added it to the cart (user activity trigger) however did not make a purchase, a reminder message or a relevant offer is triggered within a few minutes of the user action to retarget.

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

  • welcome messages sent to users when they install your app
  • driving the first purchase or driving user activation
  • abandoned cart
  • abandoned browse
  • subscription drop-offs,
  • payment drop-offs.


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

Device Triggered

Device triggers are messages sent to the device whenever a user action triggers an event.  Messages are served only to the device triggering the event and are served in real time.

The messages are triggered only for user actions tracked on the SDK and you are unable to trigger server-to-server events or events triggered at the MoEngage backend.

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

There are some Delivery Control methods available while creating campaigns :

  • Maximum times to show the message from the same campaign - Ths limits the number of times a message is shown in the lifetime of a customer. This is reset when the device cache is cleared, or the app is reinstalled. This setting is not applied if set to zero, meaning that 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 enhance 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 previously synced campaigns ensuring you don’t end up serving old messages for long. For instance, synced campaigns won't be served after the configured seven days unless there's another sync.
  • Ignore Frequency Capping - Used for messages that are urgent in nature and are always served to ignore the channel capping policies.
  • Ignore DND Period - Used for messages that are urgent in nature and are 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 triggering the event when not connected to the internet, meaning offline mode.

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. Syncing of messages happens when the user, connected to the internet, starts the application on which the MoEngage SDK exists.

Since offline triggers are served based on the last sync data, this exceptional capability of serving offline trigger messages has a few limitations:

  • Segmentation: Offline triggers attributes the user fulfills or does not fulfill the campaign segmentation criteria during the syncs. For instance, at the time of campaign sync, the user was eligible for campaign C1. Now, if the user goes offline and executes the trigger event, s/he is served the message.
  • Frequency capping: There is no cap on the number of messages served. The user is served the message as many times as the event is triggered.
  • Personalization: Event personalization does not work offline. Other personalization works as per the previously synced values.
  • Campaign Performance: Stats like Impressions and clicks for offline trigger messages are registered with the MoEngage server after the user connects to the internet.
  • Campaign Editing: For an edited campaign after the initial sync, 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

A user's location can also help send targeted campaigns to engage him/her with relevant content. For instance, for a user who arrives at the airport or train station, it is important to engage the user with your hotel or taxi booking app for the 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 receive the campaign.

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