Send instant in-apps

Tip

For automated flows that combine in-app with push, email, and other channels, use Customer Journey instead.

Instant in-apps deliver messages to users the moment a specified action happens inside the app, maximizing the chance they will be seen.

To send in-app messages through in-app campaigns:

1. Navigate to Campaigns in the Pushwoosh Control Panel.
2. Select Instant in-apps.
3. Click Create in-app to set up a new campaign.

Define creative content

Select an in-app banner

In the In-app banner field, select an existing in-app template from the list, or create a new one with Create new.

The list shows the most recently updated templates first. To change the order, click the sort button above it and choose Newest first, Oldest first, Last updated, A-Z, or Z-A. Pushwoosh remembers the order you pick and uses it in the in-app lists of one-time messages and journeys too.

Create an in-app template

Click Create new and choose how to create the content:

• Create new template: build the message in the built-in in-app editor. Learn how to build the message.
• Create native rich media: build a native in-app message. Choose its display type in the editor. Learn how to build the message.
• Upload ZIP: upload a ready-made HTML in-app message. For the ZIP format, see Rich media templates syntax.

The two editors open full-screen over the campaign wizard. Save the template, and it’s selected in the In-app banner field. Then click Back to return to the wizard. If you close the editor with unsaved changes, Pushwoosh asks whether to close without saving.

For Upload ZIP, enter a Name, select the archive in ZIP File, and click Add template. The template is selected right away, and no editor opens.

Important

A new template is not saved until you save it in the editor. Closing the editor before saving discards it.

Preview the message

On the right side of the screen, you’ll see a mobile preview of the selected in-app banner. To change the template, click Edit content next to Preview. It opens the template in the editor it was made in. Edit content isn’t available for templates uploaded as ZIP.

Click Next to proceed to Target users settings.

Define audience

In Target users, set the event that triggers the message and choose which users should see it.

Set a trigger event

In TRIGGER EVENT, select the event that will launch the in-app message. Selecting a trigger is required.

To make trigger conditions more specific, add event parameters:

1. Click ADD ATTRIBUTE.
2. Select values in ATTRIBUTE, CONDITION, and VALUE.
3. Add more attributes if needed.

Select which users will receive the in-app

In Which users should receive this in-app?, select one option:

• All users with the mobile app: Send the in-app to all app users.
• Users matching filters: Limit delivery to users that match selected conditions.

Configure filters for target users

If you select Users matching filters, use COMBINE FILTERS to configure targeting:

Match users by behavior

Use this filter to show the in-app only to users who did or didn’t do an event a set number of times within a period. For example, show it to users who made a purchase in the last 30 days.

1. Turn on Match users by behavior.
2. In USERS WHO and EVENT, select whether users performed the event or didn’t, and which event.
3. Set how many times and during which period.

Optional: target by a total. To target users by the total of a numeric attribute, such as the amount spent, add a sum to the rule:

1. Click Add sum below the attribute rows. The button appears only if the event has integer or decimal (price) attributes.
2. In Sum of, select the attribute. The list shows only integer and decimal (price) attributes.
3. In Condition, select is, is not, greater or eq, less or eq, or between.
4. In Value, enter the total. You can’t go to the next step while it’s empty.

How the sum is counted:

• It covers all events that match the rule’s frequency, timeframe, and attribute conditions.
• performed: users with no matching events aren’t included, whatever the value.
• didn’t perform: the rule includes all users except those whose matching events reach the sum. For example, didn’t perform Purchase during the last 90 days with sum of amount greater or eq 100 includes users who spent less than 100 and users who made no purchases.
• You can add one sum per attribute. A user matches only if every sum condition is met.

For refunds, missing attributes, and time frame limits, see how a sum is calculated.

Use existing segment

Enable Use existing segment to select a saved segment from the list. You can click Refresh to update the segment size and Edit segment to review conditions.

Use custom conditions

Enable Use custom conditions to build a custom filter group by adding conditions.

Note

In this setup, choose either Use existing segment or Use custom conditions as the base audience source.

Schedule the in-app message

Configure display settings

On the Display settings step, define the campaign period, timezone, and frequency capping.

1. In START CAMPAIGN, choose Immediately or On chosen date.
2. If you choose On chosen date, set the date and time.
3. In END CAMPAIGN, choose Never or After chosen date.
4. If you choose After chosen date, set the date and time.

Set the timezone for campaign schedule

In Timezone for campaign schedule, select the timezone used to interpret the campaign start and end dates and times. By default, the schedule uses UTC-0 – Coordinated Universal Time. Choose a different timezone if you want the start and end times to follow a specific local time.

Configure frequency capping

In FREQUENCY CAPPING, choose one option:

• Use global frequency capping settings: Apply the global in-app channel limit configured in Message delivery settings.

• Send messages without global frequency capping: Ignore global capping limits for this in-app.

• Use custom frequency capping: Apply campaign-specific limits instead of global thresholds. See how custom and global capping interact.

  Choose a counting mode for this custom limit: Rolling window or Calendar day.

Custom capping options

Limited to total impressions	Set the maximum number of times one user can see this in-app.
Limited to impressions in day(s)	Set how many impressions are allowed during the selected number of days.
Enable day(s) interval between impressions	Set a minimum interval between repeated impressions for one user.

How custom and global frequency capping work together

Important

When custom frequency capping is enabled, only the custom limit applies. Global capping isn’t checked for this in-app and can’t block it.

The in-app still counts toward the channel’s global counter, though.

Example:

• Global limit for the channel: 2 impressions a day.
• Campaign A’s custom limit: 3 impressions a day.

Because Campaign A has its own custom limit, it shows all 3 impressions today. The global limit of 2 doesn’t restrict it at all.

But each of those 3 impressions still counts toward the global counter. Campaign B relies on global capping, with no custom limit of its own. Since the global count for today is already past 2, Campaign B won’t be able to show to that user at all today, because it was Campaign A’s impressions that used up the quota.

Learn more about Global frequency capping.

Review and complete setup

On the Review step, verify all campaign settings before launch.

1. Check Content, Target users, Trigger event, and Display settings.
2. Review the mobile preview on the right.
3. If needed, click CHANGE OPTIONS in any section to edit settings.

4. Click Complete setup.
5. Select Launch campaign to activate the campaign or Save as draft to save settings without launching.

In the Confirm launching window, confirm details and click the action you selected.

After launch, the campaign appears in the Instant in-apps list with the current status, such as Scheduled. If you save the campaign as a draft, it appears in the same list with the Draft status.

View and manage instant in-app campaigns

Go to Campaigns → Instant in-apps to find campaigns, review performance, and edit, clone, resume, or delete them from one list.

Use Search by name or code… to find a campaign by name or message code, or filter the list by All, Active, Scheduled, Stopped, Draft, or Completed.

The list shows the most recently modified campaigns first. To change the order, use the sort menu next to the filters and choose Last modified, Last created, or Name.

Monitor your campaigns

Use the table to check whether a campaign is running and how it performs. Click the campaign name or the arrow to open details.

• Status: The current campaign state. Stopped campaigns also show when they were stopped (for example, Stopped on 27 May 2026).
• Impressions: How many times users saw the in-app.
• Interactions: How many times users interacted with the in-app.
• Audience: The number of user devices the in-app was displayed to (reach) over the last 30 days.
• Preview: Hover over the eye icon to preview the in-app message without opening the wizard.

Take action on a campaign

Click the three-dot menu (⋮) on a row to open the actions menu. The available actions depend on the campaign status.

• View statistics: Open delivery and engagement metrics for the campaign.
• Edit campaign: Open the campaign wizard and change content, target users, or display settings.
• Clone campaign: Create a copy with the same creative, trigger event, audience, and display settings. Adjust settings in the wizard, then launch or save the copy as a draft.
• Resume campaign: Relaunch a stopped campaign so it can deliver in-apps again.
• Change schedule: Adjust the start and end dates for a completed campaign.
• Stop campaign: End a running or scheduled campaign. You can update and relaunch it later.
• Delete: Permanently remove the campaign. This action cannot be undone. Stop the campaign first if it is still running or scheduled.

Example scenario: Sending an in-app message using in-app campaigns

Imagine you run a fashion retail app and want to increase conversions with a limited-time discount when users engage with push notifications. You set up an instant in-app campaign for active users in the U.S.

Prepare the in-app message

Create an in-app template with a discount offer and a CTA button leading to checkout.

Configure target users

Select PW_NotificationOpen as the trigger to catch users at peak intent, right after they engage with a push. Enable Match users by behavior and limit to users who triggered the event once in the last 5 days. This keeps the audience recently active without being too broad. Select Active Users as the base segment.

Configure display settings

Set a start and end date to keep the campaign time-bound. Set frequency capping to 1 impression per day with a 1-day interval to prevent the message from feeling intrusive if a user opens multiple push notifications in a short period.

Review and complete setup

On the Review step, check all settings, click Complete setup, and select Launch campaign.