Introduction to Self-Handled In-App Campaigns

Self-Handled In-App Campaigns give you complete control over your in-app messaging. You can use MoEngage's powerful campaign features, such as audience segmentation, event triggers, personalization, and delivery controls, to activate custom in-app templates or modify your app's user interface (UI) directly, rather than displaying a standard MoEngage in-app template.

Using Self-Handled In-App Campaigns

When you want to display in-app messages not supported by MoEngage's standard templates, you can select self-handled campaigns in MoEngage. This allows your app to display custom templates or modify its UI when users meet the defined campaign conditions.

MoEngage maintains campaign management and performance statistics for your self-handled campaigns, including impressions, clicks, and conversions. This helps you track and analyze the effectiveness of your custom in-app experiences.

Personalize Campaign Content

You can personalize the content of a self-handled in-app campaign. This allows you to tailor messages with dynamic data based on user attributes, events, product sets, content APIs, and content blocks.

To personalize your content, follow these steps:

1. During campaign creation, go to Step 2, and then click the Content tab.
2. In the content field, type the @ symbol where you want to add personalized content.
3. Click either Data Personalization or Content Block.
   1. If you click Data Personalization, select an option from the drop-down list:
      1. User Attributes
      2. Configure an alternate (fallback) option for personalization:
         • No Fallback: Choose this option if you do not want an alternate when personalization fails.
         • Do not send In-App: Select this option to prevent the in-app message from sending if personalization fails.
         • Replace Text: Type or paste the text to use when personalization fails.
      3. Product Sets
      4. Content API: Modify the values of the Content API parameters as needed.
   2. If you click Content Block, select the content block to insert.
   
   1. Click Insert only the content of the content block.

      Information

      • This option inserts only the content, not the content block itself.
      • The inserted content remains disconnected from the original content block.
      • Any future updates to the content block will not appear in the inserted content.
4. Click Done.

For more information, refer to:

• MoEngage Templating Language (Jinja)
• Derived Events and Attributes
• Product Sets
• Content APIs 
• Content Blocks

App Personalization with Self-Handled In-App Campaigns

You can personalize your mobile app for specific user segments and analyze how users respond to these personalizations by tracking metrics like click-through rate and conversion rate.

Self-Handled In-App Campaigns enable you to run experiments and personalize your app in various ways:

• Personalize the background color of your app screen: Change background colors to boost conversion.

• Personalize the Call-to-Action (CTA) color of your app screen: Experiment with different CTA colors to improve click-through rates.

• Personalize the products in your product carousel for each user: Display personalized products on your category or home page to boost conversions.

• Localize the text on your app for different user segments to increase sign-ups: Show localized text on your sign-up page to improve the number of users completing the sign-up process.

The following experiments show how to set up common app personalization use cases. You can adapt these concepts to configure other experiments as needed.

Set up Self-Handled Campaigns with In-App Nativ

To create a self-handled mobile in-app campaign in MoEngage, follow the standard in-app campaign creation process, and then select the self-handled template:

After you select the self-handled in-app template, specify the data payload you want to send to your mobile app:

This payload contains the exact information your mobile app receives when a user qualifies for the campaign. Your app then uses this data to display your custom template or personalize your UI.

Integration Steps

To use self-handled in-app campaigns and track performance statistics like impressions, clicks, and conversions, developer integration is required. Refer to the following SDK documentation for detailed integration steps:

• Android SDK: Self-handled In-App Integration
• iOS SDK: Self-handled In-App Integration

These steps describe how your mobile app consumes the data from a self-handled campaign and sends performance statistics back to MoEngage for campaign analysis.

Experiment 1: Personalize the Background Color of Your App Screen

Hypothesis

Changing the background color of your app can boost conversions by making the user interface (UI) more appealing to your users.

Campaign Creation

Start creating an in-app native campaign, and then select the self-handled template during Step 2 of campaign creation.

• Segmentation: Select the user segment for whom you want to change the app's background color. For example:
• Conversion Goals: Define a conversion goal in Step 3 of your campaign creation to measure campaign performance. For example:

Self-Handled Template Data

To send the exact color to update your app's background, add the following text in the self-handled campaign data:

{
"moe_element_type": "background_color",
"moe_background_color": "#FBE192"
}

You can change the key names and values as needed for your implementation. This is a sample payload.

Integration Steps

On your app, consume this JSON payload. Then, use the value under the moe_background_color key to update the background color of your app, as shown in the example image.

Result

The image below illustrates how the app appears before and after the test run, showing the background color change.

Measure Experiment Results

To measure the impact of this experiment within MoEngage:

1. Click-Through Rate: Analyze the click-through rate from the MoEngage campaign analytics page. This helps determine if changing the background color increased clicks on the targeted page.
2. Conversion Rate: Evaluate the conversion rate of the affected users by comparing it before and after the experiment.

Experiment 2: Personalize the Call-to-Action (CTA) Color of Your App Screen

Hypothesis

Changing the color of the main Call-to-Action (CTA) button on your sign-up screen can boost sign-ups (conversions) by making the CTA more prominent.

Campaign Creation

Start creating an in-app native campaign, and then select the self-handled template during Step 2 of campaign creation.

• Segmentation: Select the user segment for whom you want to change the CTA button color. For example:

  

• Conversion Goals: Define a conversion goal in Step 3 of your campaign creation to measure campaign performance. For example:

  

Self-Handled Template Data

To send the exact color to update your app's button, add the following text in the self-handled campaign data:

{
"moe_element_type": "button_color",
"moe_button_color": "#753BC3"
}

You can change the key names and values as needed for your implementation. This is a sample payload.

Integration Steps

After your app receives this campaign payload from MoEngage, read the value of the moe_button_color key, and then apply this color to the relevant button on your app screen.

Result

The image below illustrates how the app appears before and after the test run, showing the CTA button color change.

Measure Experiment Results

To measure the impact of this experiment within MoEngage:

1. Click-Through Rate: Analyze the click-through rate from the MoEngage campaign analytics page. This helps determine if changing the button color increased clicks on the button.
2. Conversion Rate: Evaluate the conversion rate of the affected users by comparing it before and after the experiment.