Pushwoosh glossary

This glossary contains the most common terms used in Pushwoosh. Understanding these terms will help you get the most out of the platform.

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API-Based Entry

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

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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.


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 tool that automatically initiates journeys by enrolling users who meet specific criteria into pre-configured sequences of interactions. This approach leverages established segments of your app's user base, ensuring relevant journeys are triggered only for the most appropriate audience.

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Average Monetary Values (AMV)

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


Behavior-Based Messaging

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

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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.

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Control Panel

An admin panel for using Pushwoosh features in the user interface. It allows you to create and send notifications, track user engagement, customize settings, and optimize your campaigns for success.


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

Conversion Funnel

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

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Conversion Goal

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

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Conversion Tracking

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

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Custom Rich Media

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

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Custom Tags

Tags that serve as a way to store user attributes and can be created based on the segmentation logic or targeting pattern that is appropriate for your unique business needs. Learn more

Customer Journey

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

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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.

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A type of link that allows you to open a specified section and resources of your application once a user taps on a push notification, in-app, or email.

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Default Tags

Some non-personal data about the end user's device that is collected by Pushwoosh SDK by default (no integration required). This allows addressing some basic segmentation and lifecycle scenarios (e.g., Last Application open date to launch reactivation campaigns, Push Alerts Enabled (true/false) for opt-out recovery campaigns, App version — if you want users to update from the older versions)

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Device Push Token

A unique key for the app-device combination issued by the Apple or Google push notification gateways. It allows gateways and push notification providers to route messages and ensure the notification is delivered to the unique app-device combination for which it is intended.

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Dynamic Content

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

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Email Template

a pre-built email layout that you can use to create and launch your email campaigns quickly and easily.

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Email Templates Editor

A drag-and-drop tool that allows you to create and customize email templates for your marketing campaigns. With the Email Templates Editor, you can easily add and edit content blocks, such as text, images, buttons, and HTML code.

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

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Frequency Capping

A feature that allows limiting the number of times a specific individual can enter a journey within a certain time period. This ensures your messages stay consistent without overwhelming the user.

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High-Priority In-App

A setting in Pushwoosh that ensures that in-app messages are displayed promptly, even if the Pushwoosh SDK is still downloading the message content. When this setting is enabled, the SDK will temporarily block the app's UI for a few seconds while the message is being downloaded, ensuring that users see the message as soon as possible.

High-Speed Delivery Segments

Optimized user segments that are pre-calculated and updated every 10 minutes to ensure rapid message delivery. This feature eliminates the need for real-time segment recalculation when sending messages, minimizing latency and ensuring that messages reach the target audience promptly. This optimization is especially useful for large databases (e.g., those exceeding 1 million) and time-sensitive push notifications.

HWID (or Hardware ID)

A key identifier assigned to the device by Pushwoosh SDK.

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In-App Messages

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

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Journey Assistant

A feature in Pushwoosh Customer Journey Builder that works as an automated campaign checker. It takes users through a basic journey-launch checklist, validating a campaign or suggesting any steps that might be missing.


Liquid Templates

A syntax that allows populating dynamic placeholders in the content templates based on logical expressions.

E.g. {% if Language == 'fr' %}


{% else %}


{% endif %}"

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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.

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Message Inbox (also known as Message Center or App Inbox)

An extra communication channel allowing you to save push notification messages of your choice in a dedicated section within your app. There, the messages will stay available for users to read and take action during the time you specify. Also, you can deliver messages to the inbox even if a user has disabled push notifications. This functionality provides users with the flexibility to consider your special offers at their convenience and, thus, increases chances for higher engagement and conversion rates.

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Mobile Push Notification

A short message sent from a mobile app instantly, on a specified schedule, or upon a user-triggered event. It can only be delivered to opted-in users – then, it will appear on their mobile device's screen.

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Multi-Language Messaging

A feature that allows delivering the same message with different content depending on the device's locale settings.

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Multi-language Push Notifications

A feature that allows delivering the same message with different content depending on device locale settings. Pushwoosh suggests popular languages from your database, allowing you to create several versions of your text to overcome language barriers, ideal for multi-national apps.

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Multi-Login Accounts

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

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No-Code In-App Editor

A drag-and-drop tool that empowers users with no coding skills to create and customize in-app message content. The tool features various options for copy editing and visual design, such as built-in stock photo search and AI image generation. It also supports personalization methods, ensuring that messages resonate with target audiences.

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A saved message template for push notifications and emails that you can use across various features within Pushwoosh.

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A central organizational unit that encompasses all the settings and configurations related to a specific mobile or web application. It's a workspace for managing various aspects of your app's communication and engagement strategy with users.

Project Groups

A feature in Pushwoosh that enables you to manage multiple mobile apps as a single entity for push notification delivery. By grouping apps, you can send a single push notification to all apps within the group, ensuring that users with multiple apps installed receive the notification only once. This helps prevent notification fatigue and ensures that users are not bombarded with repetitive messages.

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Project Overview Report

A dashboard where you can analyze your marketing campaigns' performance with comprehensive stats for your entire project.

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Push-Enabled Device

A device with a valid push token that can receive notifications. On mobile devices, users can ban the display (rendering) of push notifications on the lock screen in the app-specific OS settings, however, such devices are still considered push-enabled because the token is preserved, and they can receive silent notifications (sent to the app inbox, containing custom data, etc.)

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Push Token

A unique key for the app-device combination issued by the Apple or Google push notification gateways. It allows gateways and push notification providers to route messages and ensure the notification is delivered to the unique app-device combination for which it is intended.

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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.

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Pushwoosh API

A set of publicly accessible methods to communicate to Pushwoosh to send messages, track users' behaviors, gain statistics, etc.

Pushwoosh Demo App

A project pre-created for your account that allows you to try Pushwoosh out. To do so, download the Push On Demo App.

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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.


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.

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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.

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

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Send Rate Limit

A feature that allows you to restrain the push-sending speed. That means Pushwoosh will send no more than the specified number of messages in a second. Please note the available values are from 100 to 1000 pushes per second.

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Scheduled Launch

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.

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Silent Hours

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

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Silent Push Notification

A push that is not visible or audible to the user and allows passing some data to the app, updating the app in the background, or getting new data from your server without having users informed. Silent push notifications are delivered to users' devices with no alert, sound, or icon badge. When a silent push arrives, the app is woken up in the background. Users are not notified of any alerts and don't see any push content.

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

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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.

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.

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Trigger-Based Entry

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

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User Explorer

A tool that provides in-depth insights into individual user or device data. It enables you to delve into various aspects of user behavior, including device usage, message interactions, and overall engagement patterns.

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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.


Web Push Notifications

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

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