When you are editing an In-App campaign, you need to define a display event that will trigger the sending of your message. 

If you choose to display your In-App campaign with the trigger « As Soon As Possible», the message will be displayed at the soonest to your audience meaning that it will appear either as users open the app or as they are already browsing the app.

Note: ‘As Soon As Possible’ means that the SDK does not have enough time to assimilate all the information needed to trigger the message and will display your message in a way that might disturb your users. It must be used carefully for urgent or important matters. 

If you choose to display your In-App campaign with the trigger « New Session », the message will appear on the second launch of your app:

You can choose to set this trigger to promote functionalities such as thematic preferences, for optin campaigns, or even to inform users about app maintenance for instance.

Lastly, you can choose to trigger your In-App campaign based on an event previously tagged during the integration of the SDK. They are based on specific events users can do within your app and let you personalize your user's journey as they achieve key actions.

For example, for an e-Commerce application, it can be the fact that users just created an account or validated their order.
For Media applications, as a user can read a certain amount of articles, the custom trigger can be ‘read_content’ and can be even specified with the type of article such as ‘Economy, Sport, etc’.