Your audience

Contacts

A contact is any user in your project. Within the Airship documentation, we use “user” and “contact” interchangeably.

You can think of a contact as a container that holds all the information about a person who can receive messages from you. This includes their devices, communication preferences, and any data you’ve collected about them. While a contact can be associated with multiple devices, such as a user’s tablet and phone, a device can only be associated with a single contact.

A contact can be in one of two states:

• Anonymous — Airship automatically creates an anonymous contact when a channelA device or address registered with Airship to receive messages, such as a mobile app, web browser, email address, or SMS number. It stores opt-in status, device-specific information, and metadata used for targeting. Each channel has a unique channel ID. is first registered in your project. An anonymous contact has at least one channel and can also have tagsMetadata that you can associate with a channel or named user for audience segmentation. Generally, a tag is a descriptive term indicating a user preference or other categorization, such as wine_enthusiast or weather_alerts_los_angeles., attributesMetadata used for audience segmentation and personalization. Attributes extend the concept of tags by adding comparison operators and values to determine whether or not to target a user, helping you better evaluate your audience., and subscription listsAn audience list users opt in to for a specific messaging topic. Users can manage their opt-in status using a Preference Center..

• Named — After you associate a channel with an external identifier, such as a customer ID from your CRM, the anonymous contact becomes a named user. See Named users.

Airship can set targeting data on contacts in either state.

When a contact goes from anonymous to named, anonymous data can carry over if the named user is new. If the named user already exists, your app must handle a conflict. See Association on login and logout in Named users.

Channels

A channel is a specific device or communication method that belongs to a contact. For example, a contact might have an iOS device, an Android device, an email address, a phone number for SMS, or a web browser registered for web push. Each of these is a separate channel associated with that contact.

A single contact can have multiple channels, allowing you to reach the same person through different devices and communication methods. Each channel has a unique ID that Airship uses to identify and send messages to that specific device or communication method.

In another context, “channel” can refer to the communication media supported by the Airship Service: app, web, email, SMS, and open channels.

Projects without named users

If you are not using named users, channels are automatically associated together through the SDK and opt-in forms. For instance, if a user submits their email address in a form in an app Scene, that email channel is added to the same contact ID as the current app channel.

Contact sources

Users enter your project when they interact with your brand through any of your communication channels. Each of these interactions creates a contact in your project, even if the person hasn’t logged in or provided their name yet.

The way users are added depends on which channel they use to connect with you:

• Mobile apps — When someone installs your iOS or Android app and opens it for the first time, the Airship SDK automatically creates a contact and registers their device. If they opt in to push notifications, that channel is added to their contact.
• Web push — When a visitor to your website clicks to allow push notifications, Airship creates a contact and registers their web browser as a channel.
• Email — Users are added when they submit their email address through an opt-in form or SceneA mobile app or web experience of one or more screens displayed with fully native UI components in real time, providing immediate, contextual responses to user behaviors. Scenes can be presented in full-screen, modal, or embedded format using the default swipe/click mode or as a story. Scene content can also be displayed in a Message Center message and contain survey questions., when you register them manually, or through other methods. Each email address becomes a channel associated with a contact. See Register users in Getting Started for email.
• SMS — Users are added when they text a keyword to your SMS number, submit their phone number through an opt-in form or Scene, when you register them manually, or through other methods. Each phone number becomes a channel associated with a contact. See Register users in Getting Started for SMS.
• Open channels — Users are added when you register them manually for channels like WhatsApp, Facebook Messenger, or other custom messaging platforms. See Register channels in Getting Started for open channels.

Data sources

User data can come from multiple sources:

• Automatic collection — Airship SDKs automatically gather basic information like device type, operating system, language, timezone, and country. This happens in the background when users interact with your app or website. See Device properties.
• User actions — When users interact with your messages, make purchases, view content, or complete other activities, Airship records these as eventsA record of an action in your app, on your website, in the Airship system, or in an external system. Examples are a message send, an app open, or a purchase transaction. that become part of their profile.
• Your systems — You can send data from your CRM, e-commerce platform, or other business systems to Airship via APIs or CSV uploads. This might include customer IDs, purchase history, preferences, or demographic information.
• User input — Information users provide directly, such as when they fill out forms, answer survey questions in Scenes, or update preferences in a Preference CenterA page where users can manage their opt-in statuses for the subscription lists in your project. Preference Centers are presented within your app or website or as an Airship-hosted web page..
• External integrations — Data from partner systems through integrations like Segment, Salesforce, or other platforms you’ve connected to Airship.

Data storage

Contact-level data applies to the user across all their devices and channels. AttributesMetadata used for audience segmentation and personalization. Attributes extend the concept of tags by adding comparison operators and values to determine whether or not to target a user, helping you better evaluate your audience., tagsMetadata that you can associate with a channel or named user for audience segmentation. Generally, a tag is a descriptive term indicating a user preference or other categorization, such as wine_enthusiast or weather_alerts_los_angeles., and lifecycle listsAn audience list Airship automatically populates based on user activity in your app, such as app opens, uninstalls, notifications received, and dormancy. are stored at the contact level.

Channel-level data is tied to a specific device or communication method. Device propertiesInformation about a channel, such as language and time zone settings, OS and browser versions, and notification opt-in status. Device properties apply to a channel only, not a named user. Values come from the user’s device when an SDK is present, or are set via the API for channels without one. Each property is automatically made available as an attribute, a tag, or both for audience segmentation., primary device tags (tags in the device tag group), and default eventsA record of an action in your app, on your website, in the Airship system, or in an external system. Examples are a message send, an app open, or a purchase transaction. are stored at the channel level.

Some data types can be set at either the contact or channel level: predefined and custom eventsA record of an action in your app, on your website, in the Airship system, or in an external system. Examples are a message send, an app open, or a purchase transaction., subscription listsAn audience list users opt in to for a specific messaging topic. Users can manage their opt-in status using a Preference Center., and uploaded listsAn audience list you populate by uploading a CSV of channel or named user IDs. In the API, uploaded lists are called static lists..

Events from any channel “roll up” to the contact. This means that channel-level data is available for segmentation purposes for any contact.

Data management

You can manage user data in several ways:

• Dashboard — Upload CSV files to add or update user data in bulk, or use the Contact Management tool to view and manage individual users.
• APIs — Use Airship’s REST APIs to programmatically add, update, or remove tags, attributes, and other data. This is useful for real-time updates from your systems.
• SDKs — Your mobile app or website can add or remove data directly using Airship SDK methods. This is ideal for capturing user actions as they happen.
• Integrations — Connected platforms like Segment or your CRM can automatically sync data to Airship.

You can remove data by:

• Setting attributes to empty values or removing tags
• Using the API to explicitly remove specific data points
• Resetting a contact to clear all anonymous data, typically done when a user logs out

Using audience data

User data powers many features in Airship that help you send more relevant, effective messages:

Segmentation — Divide your audience into groups based on their data. For example, you might create a segmentA reusable audience group you create by selecting unique or shared user data. of users who have made a purchase in the last 30 days, or users who live in a specific city. You can then send targeted messages to these Segments. You can create Segments based on:

• Attributes, such as age, location, or purchase history
• Tags, such as “premium_member” or “newsletter_subscriber”
• Events, such as “purchased” or “added_to_cart”
• Subscription lists
• Device properties
• Named user IDs

See Segmenting your audience.

Personalization — Customize message content for each individual user. Instead of sending “Hello!” to everyone, you can send “Hello, Sarah!” using the user’s first name attribute. You can personalize:

• Message text and subject lines
• Product recommendations based on purchase history
• Special offers based on loyalty tier
• Content based on location, language, or preferences

See About personalization.

Automation — Trigger messages automatically based on user behavior or data changes. For example, send a welcome message when someone first opens your app, or a re-engagement message if they haven’t visited in 30 days. See Scenes, In-App Automation, and About Automations and Sequences.

Channel Coordination — When you have named users with multiple channels, Airship can help you choose the best channel to reach each person. For example, you might prefer to send messages to the channel they used most recently, or let users choose their preferred channel. See Channel Coordination.

Analytics and insights — Use user data to understand your audience better. See which segments are most engaged, which personalization strategies work best, and how user behavior changes over time. See Reports & Analytics.

Advanced features — User data also powers these advanced capabilities:

• Predictive Analytics
• Audience PulseAnalysis of user activity using the Recency, Frequency, Monetary (RFM) method. You can create Segments from selected tiers and transitions within the reports and use them to target specific users.
• JourneysA continuous user experience of connected Sequences, Scenes, and/or In-App Automations.
• Experimentation

The more complete and accurate your user data, the more effectively you can use these features to create meaningful, relevant experiences for your audience.

Ad IDs

An Ad ID is a device-level advertising identifier that is shared across all apps on a device: the IDFA on iOS and the AAID on Android and Fire OS. Ad platforms such as Facebook capture the same identifier, so you can use Ad IDs to reach your app users in campaigns outside of Airship and grow from cohorts that already perform well in your Airship audience.

The Airship mobile SDK collects the device’s Ad ID and whether limit ad tracking is enabled. That data is available in Performance AnalyticsA customizable marketing intelligence tool that provides access to reports and graphs based on engagement data.. Export the IDs and upload them to an ad platform to target similar audiences, like Facebook’s lookalike audiences .

For example, you can export Ad IDs for your most engaged users to build a lookalike audience for acquisition, or for churned users and abandoned-cart cohorts to run win-back and re-marketing campaigns.

See Ad IDs in Export Lists for requirements and export steps.