Pushwoosh platform overview

Get to know the basics of the Pushwoosh functionality needed to start building the strongest marketing strategies

Projects and platforms

All marketing automation in Pushwoosh is conducted within projects. You already have a project pre-created for your account — the one called Pushwoosh Demo App. Using the demo project, you can try out the Pushwoosh functionality with no coding and no additional effort, just having the app installed or the website opened in your browser.
Pushwoosh supports the following platforms:
Learn how to create a project and configure it for the platforms you're going to use.


Pushwoosh API is a set of publicly accessible methods to communicate to Pushwoosh to send messages, track users' behaviors, gain statistics, etc. It describes all requests needed to automate your Pushwoosh experience and build deeply customized holistic marketing campaigns. Get more info in the API Reference section of Pushwoosh docs:

API Access Token

API Access Token is a unique identifier assigned to a particular project or several projects in your account. It authenticates your account for managing your projects via the API, including account modifications, sending messages, editing projects, etc. Each Pushwoosh account has an API Access Token created by default for the Pushwoosh Demo App.
To manage your production or development project with that API Token, check the Allow all API tokens to communicate with this app when configuring a new project.
Access the app by all API tokens from your account
To create a new token assigned for a specific project or projects, go to the API Access section of your Control Panel, then press Generate new access token, and set it up as you'd like to.
API Access token settings
To authorize for the API, copy API Access token from your Control Panel and paste into the "auth" parameter value of your API request.
"request": {
"application": "XXXXX-XXXXX",
"auth": "yxoPUlwqm…………pIyEX4H", // paste your token here
"notifications": [
"send_date": "now",
"content": "Hello world"

Communication channels​

Mobile push

Mobile push notifications are short instant messages sent from mobile apps and appearing on a phone's screen. Users don't have to be in the app to receive them; in most cases, users receive push notifications even if their phone is locked.
With Pushwoosh, you have a great automation opportunities for your mobile push messaging: scheduling, behavior-based notifications, personalization based on user data, automated broadcasting of your newsfeeds right into users' devices, etc.
To send mobile push notifications to your app users, create a Mobile Push project, configure it for iOS and Android, and integrate the Pushwoosh SDK into your app.

Web push

Web push notifications are clickable push messages you receive in your web browser or mobile browser. These alert style messages slide in at the top or bottom right corner of a desktop screen, depending on the browser, or appear on a mobile device screen, almost like mobile app push notifications do.
Web pushes are pretty hard to ignore while they are shown to users right at the time they are surfing the web or doing their work tasks. Web pushes come in handy, for example, when you'd like to immediately respond to some action a user has performed on your site, or send any updates and announcements to your customers.
To start sending web push notifications, create a Web Push project, configure it for Chrome, Firefox, and Safari, and integrate the Web SDK 3.0 into your website.

In-App Messages

In-App Messages are customizable HTML pages shown to your app users while they're having the app launched. In-App Messages, being triggered by users' behavior (see Events), are extremely relevant and user-based, which gives a significant boost to customer engagement. Being an HTML page in its essense, In-App Message can be customized in any way to look like an organic part of your app.
To show In-App Messages in your app, you'll need a configured Mobile Push project, Rich Media pages prepared, and Events set up.


Email messaging remains one of the most effective marketing tools — be sure, each of your customers has an email address and checks the inbox every day. Personalized and automated emails strengthen your marketing strategies and add value to your customer communications. Emails let you provide your customers with the detailed info on every subject you need: transaction details, order status updates, offers and discounts, news of your brand or product updates, etc.
To start sending emails, configure the Email project, verify your email and domain, and add subscribers to your project by using the API or importing the mailing list.



Tags are a tool to collect data associated with a particular user or device. Each Tag is a set of values describing user's personal info, preferences, and behavior.
Tags contain any arbitrary data that you associate with a particular user or device, whether it's a username, ID, city, favorite football team, preferred news categories, or any other piece of information about your users. Assigning Tag values to specific users or devices, you can target them with personalized user-centric communications. Tags let you run perfectly targeted campaigns with incredibly high open, click-through, and conversion rates.


Segments are sets of users and devices complying with conditions you apply based on users identity, behavioral, and descriptive data.
Segments are, in fact, Tags compilations. Creating Segments, you describe an audience segment with conditions which are Tags and values users have on their devices.

Automation ​

Behavior-based messaging

Customer Journey

To create a cross-channel customer experience, we offer you a single-interface marketer tool — Pushwoosh Customer Journey. It's a visual campaign builder allowing you to keep track of user behavior and send relevant behavior-based messages to your customers on every stage of their lifecycle.


In-App Messages are customizable HTML pages shown to your app users while they're having the app launched. In-App Messages, being triggered by users' behavior (see Events), are extremely relevant and user-based, which gives a significant boost to customer engagement. Combined with push notifications, In-App Messages increase the overall audience you can connect with, up to 100% of your userbase.


Events, generally, are records of actions users perform in the app or on the website. They are recorded by Pushwoosh SDK and are used to trigger various behavior-based communications. Unlike Tags that are used to store flat data (such as country, device model or installation data), event data is stored historically and can be treated as a history of user behavior​ rather than a set of information about the device. All the contextual information about the event can be passed as a set of attributes and its values.
Once properly collected, this data can be used to:
  • trigger certain In-App Messagesto be displayed;
  • build a segment of users who are eligible to receive an In-App;
  • get insights about user flow in the app, usage metrics, and other statistical data.

Scheduled messaging

Autopushes and autoemails

Autopushes and emails are scheduled messaging intended to save your time and efforts on customer communications. These tools allow you to establish messaging rules such as audience segmentation and schedule for sending messages to your customers. Using Autopushes and Autoemails, you get rid of messaging routine and cover various business cases where periodically sent messages are needed.
Recurring push settings
Recurring email settings

Geo-based pushes

Basically, Geozones are pins on the map that allow sending automatically triggered push notifications right at the moment a user enters the specified area on the map. Its range can be set from 50 to 1000 meters, and it has an adjustable cooldown period.
Geozones might be convenient for marketing/sales departments of different stores, shops, restaurants and other places that need to get attention of those who pass by. For instance, you can set a Geozone for your Starducks cafe, so that each time a user passes by this coffee place, he or she will receive a notification about special offers on croissants and coffee of the day in your cafe.


Rich Media

Rich Media is a deeply customizable HTML page containing images, videos, buttons, and other media content. Rich Media pages are displayed in app's web view and don't interrupt app performance so users can easily return to their in-app activities after closing the page.
Rich Media can be used as a creative part of In-App Messages or be displayed once a user taps on a push notification.

Email Templates

Technically, Email Template is a .zip archive containing index.html in its root. Essentially, Templates are what your emails look like including all the texts, images, buttons, links, etc.
You can upload a template's html or create a template in a block-based editor right in your Control Panel.
Editing Email Templates


Presets are push and email messages' configurations saved for further use.
Push Presets contain a message itself, segmentation settings, custom data, and platform-specific parameters.
Email Presets include a template to be sent, subject line, "from" email address and sender name; also, you can save a preset with a Campaign associated and a Filter applied.
By default, a tap on a push message opens an app's home screen. Deep Link opens a specified section of the app once a user taps on a push notification. Highlight the new content, promotional pages, or sale offers by taking users there directly from your message.

Personalization ​

Dynamic Content

Dynamic Content is intended to personalize your push messages by modifying the message content with Tag values that you collect from your users. You can address users by name or use any of their preferences to add a personal touch to your messages.
To do so, you have to assign Tag values to users or devices, and then insert that values into push or email content.
Dynamic Content personalization


Multi-language messaging allows delivering the same message with different content depending on device locale settings. Since Pushwoosh always knows which language is set on each of your subscribed devices, it will suggest you the most popular languages in your database for consideration. Based on this information, you can create a couple (three, five, ten…) versions of your text to overcome language barriers, especially for multi-national apps.

Liquid Templates

Liquid Templates significantly broaden the Dynamic Content usage by implementing the sophisticated logic in addition to regular Dynamic Content capabilities.
Dynamic Content lets you fill in the message's content, title, subtitle, or image with Tag values associated with the user. Liquid Templates, in turn, allow implementing the logic to deal with these Tag values — templates describe the patterns for outputting the data depending on conditions you specify.
"request": {
"application": "C90C0-0E786",
"auth": "yxoPUlw.....IyEX4H", // API access token from Pushwoosh Control Panel
"notifications" : [ // push message parameters
"content": "Get 20% off item{% if WishList.size > 1 %}s in your WishList!{% else %} in your Wishlist!{% endif %}",
"use_template" : true, // enables templating if set to 'true'
"template_bindings": { // optional. When no template_bindings are passed in a request, Tag values from the device are used.
"WishList" : ["Skinny Low Ankle Jeans", "Linen Trenchcoat", "High Waisted Denim Skirt", "Strappy Tiered Maxi Dress"]