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Push campaigns / In-App automations glossary
Push campaigns / In-App automations glossary

You will find here the definition of all the words you need to know to create your first push campaign / In-App automation.

Antoine avatar
Written by Antoine
Updated over a week ago


A push campaign or an In-App automation allows you to reach the audience of your app or website with a message. It's a combination of:

  1. Targeting conditions (e.g. all your userbase or only users who match the conditions set in your campaign)

  2. A send date or a trigger

  3. A message (e.g. a push notification, a push notification with a landing page or an in-app message). 

These are sorted by status in the "Campaigns" or "Automations" tab of the dashboard: 

  • Draft: These campaigns have not been activated yet. You can edit and send them later. 

  • Completed: These campaigns have been sent.

  • Paused: These recurring push campaigns or In-App automations have been paused.

  • Running: Batch is currently delivering push notifications or showing in-app messages to your audience for these campaigns.

Push campaign:
This is the very first reason our users chose Batch. You can use Batch to send rich notifications using images, videos, GIFs or sounds on iOS, Android or Windows. You can also send a notification to your users' browsers. Here are some tips to create your first push campaign.

These notifications will be displayed outside of the app, on the lock screen of the device or in the notification centre.

In-App automation:
In-app messages allow you to trigger messages inside your app when users open it, perform a specific action or as landing pages after opening a push notification.

This is great to communicate with users who have turned off push notifications or to show contextual messages while your users are browsing your app (e.g. special offers, update reminders, etc). We have been working on formats that neatly fit your app design, bring the same experience to all your users and allow you to interact better with them.

You will find more information here on In-App: How Do In-App automation Work?

Mobile Landing:
Mobile Landings allow you to display an in-app message when users open your push notification. This is great to manage scenarios that require a specific action from your users (update reminders, etc) or to have all their attention (new feature announcements, exclusive offers, etc).


The targeting is the set of conditions added to your push or In-App automation that will allow Batch to select the users who should see the message you are editing. You can base your targeting on native data (e.g. installation date, country, language, etc) and on custom data (e.g. any other data existing in your app to reach the correct audience).

Segmentation is slightly different on web push, read this article to learn more.

Potential Reach:
The potential reach indicator shows you the approximate number of opt-in users or installs who are going to receive your message, based on your current targeting options. You can check out how it works.

Smart Segments:
Smart Segments are automatically generated by Batch from the moment the SDK is implemented in your app. They allow you to take action on your userbase in a meaningful manner, based on their engagement level:

  • New users: Users who just downloaded your app or visited your website for the first time. They can stay in that segment for up to 15 days after the installation.

  • Engaged users: Users of the Engaged segment are your regular users. They open your app frequently, enjoy it the way it is and know exactly why they're using it. For all these reasons, they are the most receptive users you have and you want to keep them engaged.

  • Dormant users: Dormant users were 'engaged' at one point, but have not launched your app for a long time. They're basically not using it any more, but they still remember it and probably why they installed it.

  • One-time users: Users who downloaded the app and opened it once but never came back since.

Custom Audience:
Custom audiences allow you to upload static segments exported from your userbase (e.g. top 500 buyers, etc) or created by third-party tools like Tinyclues for example. You can easily retarget these custom audiences with a push or an In-App automation from the dashboard.

Native data:
Native attributes allow you to target users based on data the SDK collects automatically. Several conditions can be set in the same campaign and with different operators (equals to, lower than, greater than, etc).

Custom data:
Batch can collect additional data to improve your targeting and send better messages to your users. There are two types of custom data you can gather:

  • User properties: attributes (e.g. first name, subscription date, etc), tags (e.g. list of favourite topics, list of purchased brands, etc). You can use them to segment your userbase or personalize the content of your notifications. 

  • User actions (events): Events are useful to segment your userbase. You can also use them as a trigger for push or in-app messages. 

Tagging plan:
The tagging plan is a document you usually elaborate on during the integration of the SDK. It's the list of all the custom data you want to collect with Batch, in order to segment properly your userbase.


Local time / Global time:
As you set the date of sending your campaign, you can pick between 2 options:

  • Local time: this option lets you send a push notification that will be received based on the user's times zone so at the same hour in every country. This ensures that marketing efforts target your users at a uniform time.

  • Global time: this option allows you to send a push notification to your users at a specific UTC time regardless of their location. Every user will receive the message at the same time regardless of their time zone.

Action required to display an in-app message to your users. You can choose to trigger your in-app message as soon as users will open your app (As Soon As Possible), in a new session (New Session) or based on a custom event tagged in your app.

Allows you to limit the maximum number of times an In-App automation or a push notification will be displayed to a user. This is useful to avoid overwhelming your users with the same message. Here's how to set it.

Grace period:
The grace period allows you to set a delay between each display of the same in-app message. This feature is quite handy in avoid your user to see the same message multiple times in a single session.

Message Edition 

A/B Test:
This dashboard feature allows you to test two different messages in the same push campaign. Both versions will be sent to 50% of the target.

Batch in-app messages are highly customizable. You can tailor the overall layout of the in-app message, colours, image and button by creating a theme in Settings > Themes.

There are four formats you can choose from:

  • Fullscreen

  • Banner

  • Modal

  • Image

CTA or In-App Button:
You can add up to 2 buttons to your in-app messages and attach a specific action to them:

  • Dismiss: Lets users close the in-app message and continue to navigate the app.

  • Deeplink: Directs users to another specific page in or outside your app.

  • Custom action: Executes a custom action developed on your end.

Also called a redirection link. It allows you to direct users to a specific page within your app.

Stands for Time To Live and designates an expiration delay for your campaign meaning that it won't be displayed if the device didn't receive the notification within this time. By default, Batch sets a TTL of 14 days for all the notifications you send, you're free to change it, here's how.

This article belongs to Batch's FAQ. Need more help? Find insightful articles, documentation, case & market studies, guides, and even more in our website's Resources section on and our blog.

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