# Configure project essentials

Configure the essentials that make every future campaign more targeted, better measured, and on-brand by default.

You've created your account, set up a project, and sent your first message. The work below makes every future campaign more targeted, better measured, and on-brand by default. Many items only take effect from the moment you turn them on, so doing this early pays off.

## Reach the right audience

First, check out [Your audience](https://www.airship.com/docs/guides/audience/your-audience/) to learn how Airship identifies users and where their data comes from. The Airship SDK collects some user data out of the box, like events for app opens and dismissals, plus device info like OS, locale, and app version. The work here is setting up the custom data Airship doesn't capture by default:

* [Attributes](https://www.airship.com/docs/guides/audience/attributes/about/) — Add typed values like loyalty tier, birthday, or promotional opt-in so you can segment your audience and personalize message content.
* [Events](https://www.airship.com/docs/guides/audience/events/custom-events/) — Track behaviors like add-to-cart, purchase, or screen views so you can trigger automation, measure progression and conversion, and personalize content.
* [Tags](https://www.airship.com/docs/guides/audience/tags/) — Add binary labels like `email_subscriber` or `loyalty_member` to track opt-ins, categories, and other on/off signals about each user.

Together they paint a complete picture of each user: who they are, what they've done, and which groups they belong to. Tie that picture to a single profile with [named users](https://www.airship.com/docs/reference/glossary/#named_user).

## Define success

Set [Goals](https://www.airship.com/docs/reference/glossary/#goals) so every campaign has a measurable target. You can refine your Goals later, but setting them up now means your data tracks the right outcomes from day one.

Other ways to strengthen measurement early:

* [Holdout Experiments](https://www.airship.com/docs/guides/experimentation/holdout-experiments/) — Keep a control group out of your messaging so you can measure your program's real impact against users who heard nothing from you.
* [Audience Pulse](https://www.airship.com/docs/guides/audience/segmentation/audience-pulse/) — Pick the events and time window that define engagement. Airship applies RFM analysis to sort users into tiers, with AI Insights to recommend how to engage each tier, from retention to win-back.
* [Message purpose](https://www.airship.com/docs/guides/reports/about/#message-purpose) — Label every message you send as commercial or transactional so Airship has usage data to help develop better reporting.
* [Sequence control groups](https://www.airship.com/docs/guides/experimentation/control-groups/) — For [Sequences](https://www.airship.com/docs/reference/glossary/#sequence), hold part of your audience back so you can measure how much each Sequence drives on its own.

See [About reports](https://www.airship.com/docs/guides/reports/about/) for an overview of all measurement tools.

## Set your branding

Set [brand guidelines](https://www.airship.com/docs/guides/messaging/features/brand-guidelines/) once so your colors, fonts, and brand voice apply consistently across every message you build.

Also configure design defaults for [Scenes](https://www.airship.com/docs/reference/glossary/#scene), [In-App Automations](https://www.airship.com/docs/reference/glossary/#iaa), and [in-app messages](https://www.airship.com/docs/reference/glossary/#in_app_message):

* [In-app experience defaults](https://www.airship.com/docs/guides/messaging/in-app-experiences/configuration/defaults/)
* [In-app message design defaults](https://www.airship.com/docs/guides/messaging/messages/content/app/in-app-messages/#setting-design-defaults)

## Set guardrails

Decide who hears from you, how often, and on whose terms:

* [Message limits](https://www.airship.com/docs/guides/messaging/project/config/message-limits/) — Cap how often a single user can receive messages from you. Without limits, you can over-message users while you're still finding your rhythm.
* [Preference Centers](https://www.airship.com/docs/guides/messaging/features/preference-centers/) — Let users choose which kinds of messages they get and which they don't. Setting one up now gives you a clean opt-out path from day one.
* [Ban list](https://www.airship.com/docs/guides/audience/segmentation/ban-lists/) — Exclude specific users from your messaging entirely, whether they're known bad actors, internal test accounts, or users you've agreed never to contact again. Setting one up now means you don't accidentally send to someone you shouldn't while you're scaling.

## Connect your data and tools

Connect Airship to the tools and systems your team already uses:

* [Real-Time Data Streaming](https://www.airship.com/docs/guides/reports/real-time-data-streaming/) — Stream events to your backend, a webhook, or a partner system. Events stream forward from the moment you turn it on, with no backfill, so enabling now builds a more complete archive over time.
* [Integrations](https://www.airship.com/docs/integrations/) — Pre-built connectors integrate with analytics platforms, CDPs, and CRMs like Segment, Snowflake, mParticle, Shopify, and Salesforce.
* [AI tools for Airship developers](https://www.airship.com/docs/developer/ai-tools/about/) — Give your developers an MCP server and Airship Skills so AI coding assistants can work directly with the APIs and documentation.