Pushwoosh glossary

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A

A/B/n split

A Customer Journey element that lets you test up to four message variations (branches) and compare performance. You can choose the winning branch manually or have it selected automatically based on a conversion goal once results are statistically significant.

Aggregated messages

A Project statistics section where you group one-time messages, such as push notifications, emails, and SMS, into campaigns. Combined delivery and engagement metrics are shown in one view so you can track performance of a set of related messages over time.

AI assistant

A chat assistant in the Control Panel, also called ManyMoney AI. It answers questions about Pushwoosh features and, once you give data processing consent, creates segments, campaigns, and journeys in your account.

API-based entry

An entry block in the Customer Journey Builder that allows you to launch a journey when specific events occur outside the app (such as an item returning to stock). These events are typically tracked in your internal database.

Apple Wallet passes

Digital cards, such as loyalty cards, coupons, event tickets, boarding passes, and store cards, that users keep in the Wallet app on iPhone and Apple Watch. You design and update passes in the Control Panel, and Pushwoosh pushes changes to every device that added the pass.

Application

A mobile app or website that is registered with the Pushwoosh platform. A registered Application enables you to send push notifications, in-app messages, emails, and SMS messages to your users through Pushwoosh. Each Application has its unique settings, segments, and user data.

Application code

A unique identifier associated with your mobile application or website within the Pushwoosh platform.

Audience

Users who are intended to receive a particular push notification, email, or in-app message that you send through Pushwoosh. In marketing terms, a target segment.

Audience-based entry

An entry block in the Customer Journey Builder that automatically enrolls users who meet specific criteria into a pre-configured sequence of interactions. It uses your existing segments, so the journey starts only for the right audience.

Audience sync

A Customer Journey element that adds or removes users from an ad platform audience, such as Meta Ads or Google Ads, when they reach this step, for ad targeting or suppression.

Average monetary values (AMV)

The average spend for each user in the segment, whether that’s money, time, or any other countable metric.

B

Behavior-based messaging

Messages targeted to specific segments of your audience based on user behavior and preferences.

C

Cancel events

Conditions that remove users from a customer journey as soon as they are met, without counting as conversions. Use them for actions that should stop further messaging but are not campaign success (e.g. unsubscribe, disabling push).

Channel

A specific communication medium through which you can deliver messages to your users. Pushwoosh supports various channels, including push notifications, in-app messages, emails, SMS, and WhatsApp.

Cloud pages

Hosted landing pages and forms built in a visual editor for lead capture, quizzes, and click-through campaigns. Form submissions can trigger Customer Journeys.

Condition split

A Customer Journey element that branches a flow into several paths based on whether users match a Segment, Tag value, or Event attribute.

Control groups

Groups of users who are held out from marketing messages in every channel, so you can measure campaign effectiveness. You have a Global control group and any number of additional ones, and each one excludes a fixed percentage of your project users. Control group users still receive transactional messages.

Control panel

The web interface where you use Pushwoosh features. In it, you create and send messages, track user engagement, and manage settings.

Conversion

Any target action a user takes, like a purchase or sign-up, that aligns with your campaign goals.

Conversion events

The events that Pushwoosh counts as conversions of your campaigns: the built-in PW_Conversion event and any other events you choose. Revenue from events with a price and currency is also added to PW_Conversion.

Conversion funnel

A visual representation of the user journey that allows tracking conversion rates at each stage after a push notification.

Conversion goal

A specific action or outcome that marks the successful completion of a customer journey.

Conversion tracking

A feature that presents data about how often users perform desired actions after receiving a push.

Custom rich media

A deeply customizable HTML page containing images, videos, buttons, and other media content.

Custom tags

Tags you create yourself to store user attributes that fit your business needs, for example based on your segmentation logic or targeting pattern.

Customer journey

A campaign that uses communication to guide users through a series of interactions and influence their behavior toward a desired outcome.

Customer journey builder

A tool for creating automated cross-channel campaigns. It allows you to keep track of user behavior and send relevant behavior-triggered and scheduled messages to your customers at every stage of their lifecycle.

D

Data to app

A Customer Journey element that sends a data message with custom data (JSON) to your app, so the app can act on it, for example by updating its content.

Deep link

A link that opens a specific screen of your app when a user taps a push notification, in-app message, or email.

Default tags

Non-personal data about the user’s device that the Pushwoosh SDK collects by default, with no integration needed. Use it for basic segmentation and lifecycle scenarios, for example: Last Application open date for reactivation campaigns, Push Alerts Enabled (true/false) for opt-out recovery campaigns, and App version to ask users to update from older versions.

Dynamic content

Placeholders within push content (body, title) that are automatically filled with tag values for content personalization.

E

Email

A messaging channel for marketing and transactional emails, sent as one-time messages or as steps in a Customer Journey.

Email content

An email layout that contains textual and multimedia elements, as well as email settings, which you can use to create and launch your email campaigns quickly and easily.

Email editors

Two tools for creating emails: a Drag & drop editor for designing emails without coding or design skills, and an HTML code editor for those who prefer to write their own HTML. Both tools offer content elements and layouts for creating and launching email campaigns.

Email suppression list

The email addresses Pushwoosh stopped sending to after a spam complaint or a hard bounce (a permanent delivery failure). The list applies to the whole account, across all its projects.

Entry schedule

An automated start of a journey, either at regular intervals or pre-defined dates and times. This ensures your journeys are delivered at the optimal moment for each user, based on their time zone and any relevant segment updates.

Event

Any user activity within the app, website, or backend system. Events can be used in segmentation and as triggers for behavior-based messaging.

Exit from journey

A Customer Journey element that marks the end of a branch.

External segments

Segments built from users in your own database, such as PostgreSQL, MySQL, Google BigQuery, or Microsoft SQL Server, or from a Google Analytics 4 audience. For a database, your query returns the user IDs that make up the segment.

F

Facebook Messenger

A messaging channel for sending messages to users on Facebook Messenger from your connected Facebook Page, as one-time messages or as steps in a Customer Journey.

Feature flags

Switches that turn features of your app on for chosen segments and a share of users without releasing a new app version.

Feed campaigns

Campaigns that send every new item from your news feed to subscribers automatically, as a push notification, an Inbox message, or both.

G

Geo campaigns

Campaigns that send a push notification, fire an event that can start a Customer Journey, or both when a user’s device enters a geozone, an area you set on a map.

Global frequency capping

A feature that limits the number of messages a user receives within a specific timeframe. Once the message limit is reached for a channel, no further messages will be sent until the period resets.

Google Wallet passes

Digital cards, such as loyalty cards, offers, gift cards, event tickets, boarding passes, and transit tickets, that users keep in the Google Wallet app. You design and update passes in the Control Panel, and changes sync automatically to every saved device.

H

High-priority in-app

A setting that shows in-app messages promptly, even if the Pushwoosh SDK is still downloading the message content.

High-speed delivery segments

Segments that are pre-calculated and updated on a regular schedule, so Pushwoosh doesn’t recalculate them when it sends a message. This is especially useful for large databases (e.g., those exceeding 1 million) and time-sensitive push notifications.

Holdout split

A Customer Journey element that holds a share of users back from the rest of the journey, so you can compare their goal conversion with the users who stayed in it.

HWID (or hardware ID)

A key identifier assigned to the device by Pushwoosh SDK.

I

In-app messages

Customizable HTML pages that can be displayed to app users within the app.

Instant in-apps

A way to show an in-app message as soon as a specific event occurs, without building a full customer journey. You choose the trigger event and the in-app content. The message is displayed immediately when the event occurs.

Issue wallet pass

A Customer Journey element that creates a personal Apple Wallet or Google Wallet pass for each user.

K

Kakao (KakaoTalk)

A messaging platform widely used in South Korea. You can send KakaoTalk messages through Customer Journeys or the API using pre-approved message templates.

L

LINE

A messaging platform used to reach users through Customer Journeys, the API, or direct 1:1 conversations, using predefined templates or free-form text.

Liquid templates

A syntax for adding conditions to your content, so one template can show different text to different users.

For example, this condition checks the user’s Language tag:

{% if Language == 'fr' %}

Salut!

{% else %}

Hello!

{% endif %}

Live Activity

A Customer Journey element that starts, updates, or ends a Live Activity, a card on the user’s device with changing information such as an order or flight status. On Android, the same card appears as a Live Update.

Loop

A Customer Journey element that sends users through the same steps again, up to a set number of repeats.

M

Marketing message

A message type for Push, Email, In-app, SMS, WhatsApp, and Inbox that respects user subscription preferences, opt-outs, frequency capping, and silent hours. Marketing messages are not sent to users in the control group. Use for promotions, newsletters, and other non-essential communications.

Message history

A section that shows the detailed statistics on each message sent. You can easily find information on a specific message using filters by campaign name, text, notification ID, or notification code.

Message inbox (also known as message center or app inbox)

An extra communication channel that saves push messages of your choice in a dedicated section inside your app. The messages stay available for users to read and act on for the time you specify.

Mobile push notification

A short message sent from a mobile app instantly, on a specified schedule, or upon a user-triggered event. It’s delivered only to opted-in users and appears on their mobile device’s screen.

Multi-Armed Bandit

A Customer Journey channel element that sends one of several push presets per user and continuously shifts traffic toward the variant with the highest open or conversion rate. Unlike A/B/n split, it does not lock in a single winner or split users into separate journey branches.

Multi-language messaging

A feature that allows delivering the same message with different content depending on the device’s locale settings. For push notifications, you can add multiple language versions in the push preset; Pushwoosh suggests popular languages from your database.

A feature within Pushwoosh that enables multiple team members to access and manage a single Pushwoosh account simultaneously.

N

No-code in-app editor

A drag-and-drop tool for creating and customizing in-app message content without coding. It has options for copy editing and visual design, such as built-in stock photo search and AI image generation, and it supports personalization.

O

One-time messaging

Sending a single message, such as a push notification, email, SMS, or WhatsApp message, to an audience without building a customer journey. You choose the content, audience, and schedule (immediate or later). Use it for standalone campaigns instead of automated multi-step flows.

Overview page

A Project statistics page with your project’s audience, retention, push, email, and conversion metrics.

P

Passkeys

A passwordless way to sign in to Pushwoosh. Instead of a password, you confirm access with your device’s screen lock, such as Touch ID, Face ID, Windows Hello, or a PIN, or with a hardware security key.

Pre-launch check

A check that Customer Journey Builder runs before a journey launches. If the journey isn’t ready, the check lists the issues to fix. Learn more

Push preset

A reusable push notification template with a title, body, media, and actions that you can use in one-time pushes and customer journey steps. Supports personalization (e.g. dynamic content, Liquid templates).

Project

The workspace for one mobile or web application. It holds all the settings related to that application and the tools to manage its communication with users.

Push-enabled device

A device with a valid push token that can receive notifications. Users can turn off the display of push notifications for your app in the device’s OS settings. Such a device is still push-enabled: the token is preserved, and it can receive silent notifications (for example, messages for the app inbox or messages with custom data).

Push token (also known as device push token)

A unique key for an app on a device, issued by the Apple or Google push notification gateways. Gateways use it to route a notification to that app on that device.

Pushwoosh

An omnichannel customer engagement platform allowing businesses to communicate with their end customers through mobile and web channels: mobile and web push notifications, in-app messages, emails, SMS, and WhatsApp. In addition to messaging, Pushwoosh serves as a customer data platform, providing features for audience segmentation and performance analytics.

Pushwoosh AI composer

An AI tool that generates engaging, high-quality copy for push notifications based on the keywords you specify.

Pushwoosh API

A set of methods your systems call to send messages, track user behavior, get statistics, and more.

R

Reachability check

A Customer Journey element that routes a user to the first reachable channel from an ordered list you choose (push, email, SMS, WhatsApp, LINE, in-app, or wallet pass), with a fallback branch for everyone else.

Reachable by in-app

All devices that meet the Segment conditions, including those with push notifications disabled. You can show in-apps on all these devices, while some of them may be unavailable for push notifications.

Reachable by push

Devices with push notifications enabled, including those that can only receive silent pushes. These devices are also available for displaying in-app messages.

Recipients

Users who have given permission to receive messages (push or email) and whom you can reach with your communication.

RFM segmentation / (recency, frequency, monetary) segmentation

An analytics tool in Pushwoosh that allows you to segment your audience based on the Recency, Frequency, and Monetary criteria. The values are assigned upon user behavior tracked as triggered events. The tool can also be used for RF (non-monetary) segmentation, which is relevant for subscription-based or hybrid apps monitoring user engagement and retention metrics.

RFM tags

A set of tags that store and categorize user data based on their Recency, Frequency, and Monetary value (RFM). These tags are used to create targeted segments of users for personalized messaging campaigns.

S

Segment

A cohort of app or web users complying with your specified conditions – assigned tags’ values (user attributes) and/or triggered events (user behavior).

Send rate limit

A setting that limits how many push notifications, emails, or SMS Pushwoosh sends per second across all users. By default, the available values are from 100 to 1000 messages per second.

Silence period

A feature that allows defining a do-not-disturb period during which no notifications or emails are sent to users.

Silent hours

A per-channel silence period, such as 22:00–08:00, during which marketing messages from one-time campaigns, the API, RSS feeds, and geozones aren’t delivered. Pushwoosh checks it in each recipient’s time zone and either holds the message until the period ends or doesn’t send it. Customer Journey uses its own silence period instead.

Silent push notification

A push that users don’t see or hear: it has no alert, sound, or icon badge. It wakes the app in the background to pass data to it, update it, or get new data from your server.

SMS

A text-message channel for reaching customers who aren’t subscribed to push or email, sending transactional notifications, and delivering marketing offers.

Subscription preference center

A feature that lets email subscribers choose which types of emails they want to receive (e.g. newsletter, promotions, product updates). Users can opt out of specific categories instead of unsubscribing from all emails.

Sunset policy

An email setting that stops marketing emails to contacts who haven’t opened or clicked an email for a set number of days. Transactional emails ignore it.

T

Tag

A way to store information about users based on their characteristics, preferences, and behavior.

Tag operator

A logical operator that defines the relationship between the Tag and its values for segmentation purposes.

Tag value

A specific piece of information stored within a tag that helps make push campaigns more targeted or personalized.

Telegram

A messaging channel connected to Pushwoosh via a Telegram bot (set up through BotFather), used to automate onboarding, reminders, and follow-ups in Customer Journey Builder.

Time delay

An element of a Customer Journey that pauses the user’s progress for a specified duration before proceeding to the next step. This delay can be set to a fixed period, a specific time, a particular date and day of the week, or dynamically determined based on a user tag value or event attribute.

Transactional message

A message type for Push, Email, In-app, SMS, WhatsApp, and Inbox. Transactional messages bypass frequency capping and silent hours and are delivered to users in the control group. Transactional emails also reach users who unsubscribed from emails. Use for password resets, order confirmations, and other essential communications.

Trigger-based entry

An entry block inside the Customer Journey Builder. It contains an event that a user should trigger to start the journey.

Two-factor authentication (2FA)

An extra layer of account security that requires a second verification step at login (an email code or an authenticator app) in addition to your password.

U

Update user profile

A Customer Journey element that assigns Tag values to users as they move through a journey, either manually, from Event attributes, or from a Webhook response.

Uplift report

A report that compares how often users who received a campaign or a journey reached its goal with a holdout. A holdout is a share of users set aside so they don’t receive it.

User explorer

A tool with detailed data about an individual user or device: device usage, message interactions, and overall engagement.

User ID

As opposed to the HWID (Hardware ID), a user ID defines the user of the device. By default, it is equal to HWID but can be overridden with the /registerUser API (often called when a user logs into the app). Multiple devices (HWIDs) can be united under a single User ID.

V

Viber

A messaging platform you can use to send messages through Customer Journeys, using either a Rakuten-approved template or freeform text content.

Voucher pool

A collection of unique promo codes (vouchers) that share a name and optional expiration date. A customer journey can insert one code per user from the pool into push, email, SMS, and other messages. Useful for discounts, referrals, and one-time offers.

W

Wait for Trigger

A Customer Journey element that branches users based on whether they trigger one or more specific events within a set timeframe (up to 90 days), with a fallback branch for users who don’t.

Web campaigns

On-site messages that appear over your web pages or inside a block of a page, used for promotions, onboarding hints, signup forms, and other goals.

Web placement

A Customer Journey element that shows a web popup or an inline block on your website to users who reach this step.

Web push notifications

Clickable push messages you receive in your web browser or mobile browser.

Webhook

A Customer Journey element that sends and receives journey data to and from external services, such as CRMs, analytics tools, or marketing platforms, via HTTP requests.

WhatsApp (Messages)

A messaging channel for reaching customers who ignore other channels, such as push notifications, in-app messages, or emails. Supports both outbound campaigns and inbound-triggered campaigns.