Airship Glossary
A list of terms used in Airship products and documentation
A
action
An action is a configurable behavior that occurs when a user interacts with your message, such as opening a web page.
See Actions.
Adaptive Link
An Adaptive Link is a vendor-agnostic, shortened mobile wallet pass link that supports templates for both Google Wallet and Apple Wallet. When a user taps the link, Airship determines the user’s platform and generates the right pass for that platform.
See About Adaptive Links.
app key
The app key uniquely identifies an Airship project. Paired with an app secret or master secret, it authenticates API requests for the project.
app secret
The app secret authenticates API requests for an Airship project when paired with the app key. It is intended to be embedded in distributed applications and is limited to the API endpoints required for SDK operations.
Apple News
Apple News is a news aggregator for iOS and macOS. An Apple News notification is a push notification that links to an Apple News story. Apple News notifications are available to select publishers.
See Apple News messages.
attribute
An attribute is metadata 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.
See About attributes.
attributed web sessions
Attributed web sessions are the total number of sessions attributed to a push notification. An attributed session is a session that occurs within a 12-hour window of a web push notification. Sessions are generated when a user directly visits the website with the Airship Web SDK present, or by clicking a web notification that leads the visitor to the site. The page the user visits must have the Web SDK installed to track sessions.
audience list
Audience Lists are messaging recipient groups based on either your own data or automatically-generated app user lifecycle information. You can use audience lists to target specific users.
See Audience lists.
Audience Pulse
Audience Pulse analyzes 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.
See Audience Pulse.
audience retargeting
Audience retargeting is a method for sending follow-up messages to the audience of a parent message. This method is available for push notifications (app and web) and email in the Message composer.
See Retarget a message audience.
autogroup
Autogroup is a default tag group. When devices are registered in Airship, they are automatically assigned a tag within the autogroup tag group. The tag is a numeric value of 1 to 100. Some uses for autogroup tags are creating a control group, and to randomly segment your audience. Autogroup must be enabled for your account.
Automation
Automation is a set of conditions that your audience must meet before they receive a message.
See About Automations and Sequences.
B
ban list
A ban list is an externally maintained record of users that should not be included in Airship message audiences. Before sending a message, Airship validates the audience members with the ban list. Any matching recipients are dropped from the audience before sending the message.
See Ban Lists.
C
Campaign
A Campaign is a container for organizing and coordinating related messages across channels. They provide message list and calendar views to monitor status, spot scheduling gaps, and avoid overlap. You can also access message reports directly from a Campaign.
See Campaigns.
campaign categories
Campaign categories are labels that group messages of a similar type or messaging strategy for aggregate reporting. They help you track the efficacy of both your individual messages and a messaging campaign as a whole.
Channel (Development)
A channel is an instance representing an entity addressable via the Airship service, e.g., an iOS device, email address, SMS number or web browser. The channel instance or channel object contains all relevant information about a channel, including metadata used for targeting, opt-in status, device-specific information, and, importantly, a unique identifier for the channel, the Channel ID.
See Your audience.
Channel Coordination
Channel Coordination is a group of strategies for targeting users where they are most likely to receive your message.
See Channel Coordination.
Channel ID
A Channel ID is an Airship-specific unique identifier for a channel instance, e.g., a smartphone, web browser, email address.
churn
A churn outcome occurs when a previously active user becomes inactive, i.e., Airship has not seen any activity (measured in app opens, website visits, or web notification clicks) from a user in the last 30 days. Push opt-in status does not factor into the churn outcome, so it is possible that a user who opted out of notifications could still appear active for churn prediction purposes.
See Predictive Churn.
color set
A color set is a named pair of hexadecimal color values supporting device Light and Dark modes. Color sets can be selected for any color field in a Scene and when configuring the default appearance of Scenes and In-App Automations. Dark mode is supported for Scenes only.
See In-App Experience Defaults.
composer
A composer is a dashboard tool for creating a message in a linear, step-by-step flow.
See Messaging basics.
contact
A contact is any user in your project. Contacts are identified as either an anonymous contact or a named user. Airship can set targeting data on these identifiers, which are also used to map devices and channels to a specific user.
See Your audience.
Coupons
Coupons is a service for adding promotional codes to messages. You provide a CSV file with the codes and other optional campaign data and reference the data using Handlebars in your message content. When you send the message, Airship uses the information from your uploaded CSV file to insert the code into the message.
See Coupons.
Create and Send
Create and Send is a way to target recipients of a single channel type by providing a list of user identifiers when creating a message. You can send to email addresses, phone numbers, or Open channel addresses. Unknown identifiers are registered as new channels.
See Bulk sending.
custom event
Custom events are events that indicate that a user performed a predefined action, such as adding an item to a shopping cart, viewing a screen, or clicking an Unsubscribe button. Custom events can trigger Automation, including Sequences and Scenes. You can code them into your app or website, or send them to Airship from an external source using the Custom Events API. They can contain properties that you can use to personalize messages.
See Custom Events.
custom keys
Custom keys are additional key-value pairs in your push notification payload for use by custom code in your app or website. You can use custom keys to pass additional campaign identifiers for analytics, pass user information to the device, control the look and feel of the app, provide image links, etc.
Custom View
A Custom View is a native view from your mobile or web application embedded into a Scene. Custom Views can display any native content your app exposes, so you can reuse that existing content within any screen in a Scene.
D
dashboard
Airship’s dashboard is our web interface at go.airship.com or go.airship.eu.
Device Properties
Device properties are metadata representing the default attributes and property tags of a device, such as language and time zone settings, OS and browser versions, and notification opt-in status. Device properties are used for audience segmentation. The data used for the tags and attributes is collected automatically from the Airship SDKs, and are updated daily.
See Device Properties.
device token
A device token is the identifier that Apple Push Notification service (APNs) assigns to an iOS app instance on a specific device. Airship maps each device token to a Channel ID, which you use to address the device. If the device token changes, Airship updates the mapping automatically.
See Your audience.
double opt-in
Double opt-in is a process where users who sign up for messaging must confirm opting in before they can receive messages.
dynamic content
Dynamic content is variable message content created using Handlebars syntax. The content is populated at send time, resulting in personalized messaging for each member of your audience.
See Handlebars Reference.
E
Embedded Content
Embedded Content is an alternative Scene format that can be displayed on any app or web screen in a view defined by a developer. It can also be presented in Story format.
See Embedded Content.
engagement channel
An engagement channel is a communication medium supported by the Airship service. Supported channels include app, web, email, SMS, and Open Channels. Within some channels there may be specific platforms with individual characteristics. Example platforms include Chrome for the web channel and Android for the mobile app channel.
Events
Events represent activities in the Airship system, as well as user behavior in your app or website. You can also send external activities (e.g., POS transactions) into the Airship system as events. Events power Airship data products and can be used in audience segments, as Automation triggers, and for partner integrations.
See About Events.
external data feed
An external data feed is a connection to an external API. When you send a message, Airship uses a response from that API to personalize messages.
See External Data Feeds.
F
feature flag
A feature flag is an experimentation tool for controlling the availability of content or functionality in your app or website. A flag’s Configurations determine the audience, schedule, and property values to apply when the flag is enabled. Flag properties enable making immediate code updates, bypassing the need for traditional code changes and release processes.
See Feature Flags.
G
Goals
Goals are selected events that generate a set of performance reports. Goal event attribution appears in message reports. You can also use Goals for measurement in Holdout Experiments and feature flag A/B tests.
See Goals.
group ID
A group ID is a unique identifier for a group of notifications delivered over an interval of time, such as multiple push IDs related to an ongoing Automation, Sequence, or a push-to-local-time send.
H
Handlebars
Handlebars is Airship’s templating language for personalization. Handlebars expressions use double curly braces wrapped around a content template, ranging from a simple variable, e.g., {{first_name}}, to complex evaluations of personalization data.
See Handlebars Reference.
Holdout Experiment
A Holdout Experiment measures the effects of excluding a group of audience members from all messages or messages with specific campaign categories. You can compare the performance of the two audience groups in reports for selected goal events.
See Holdout Experiments.
I
impression
An impression is a metric used to quantify an on-screen display of content delivered by the Airship SDK and displayed in your app. In marketing, it is also known as an ad view.
In-App Automation
In-App Automation refers to messages cached on users’ devices and displayed when users meet certain conditions within your app, such as viewing a particular screen or opening the app a certain number of times.
See In-App Automation.
in-app message
An in-app message is a message that appears inside of your app. You can send in-app messages to your entire app audience, not just users who have opted-in to push notifications. The standard format, as opposed to In-App Automation, is a banner that slides downward or upward from the top or bottom of a device screen.
J
Journey
A Journey is a continuous user experience of connected Sequences, Scenes and/or In-App Automations.
See Journeys.
L
Lifecycle List
Lifecycle lists are automatically generated audience lists that capture app open, uninstall, notification, and dormancy information within the past 24 hours, one week, or 30 days. For example, with Lifecycle lists you have a built-in recipient list of all users who have opened your app in the past 7 days. You can disable Lifecycle list auto-generation.
See Lifecycle lists.
link shortening
Link shortening converts HTTP/HTTPS URLs in your SMS messages to unique, shortened URLs for your recipients. The shortened URLs reduce the total number of characters that links consume and produce click tracking metrics, helping you determine how effective your SMS messages are in driving traffic to your links.
See Link Shortening.
Live Activity
A Live Activity displays current data from your app on the iPhone Lock Screen and in the Dynamic Island.
See iOS Live Activities and Android Live Updates.
Live Update
A Live Update displays current data from your Android app in a push notification, home screen widget, or custom app view.
See iOS Live Activities and Android Live Updates.
locale
Locale is the combination of a language and country. A user’s locale is determined by their device settings.
M
master secret
The master secret authenticates API requests for an Airship project when paired with the app key. It grants access to the full Airship API, so you must never embed it in distributed applications or share it outside trusted server environments.
merge field
A merge field is a variable in your message or template that you want to populate with a personalized value for each member of the audience. Merge fields use Handlebars syntax: {{merge_field}}.
Message Center
Message Center is both a place in your app where you can display persistent rich messages, including HTML, video, etc., and a message type. Similar to email, Message Center represents both the medium (the in-app inbox) and the message type (the messages you send to the inbox).
See Message Center.
message limits
Message limits cap the number of messages you can send within a specified time frame, preventing you from over-messaging your users. They are set at the project level.
See Message Limits.
mobile wallet pass
A mobile wallet pass is the product of a link generated from a template contained within a wallet project.
See Wallet basics.
MSISDN
An MSISDN is the mobile phone number, including country code, of a device in your Airship audience. Each MSISDN represents an individual mobile device.
N
named user
A named user is an identifier that maps multiple devices and channels to a specific individual. You may want your named user IDs to come from your CRM, facilitating integrations between Airship and your customer data platforms.
See Named users.
NPS category
An NPS category is based on the score a user submits in an NPS survey. Ratings 9 and 10 have category Promoter, 7 and 8 are Passive, and 6 or lower are Detractor. They are available in survey reporting and are also a text attribute assigned to a user.
See Surveys and Stories.
NPS score
An NPS score is the score (0-10) a user submits in an NPS survey. It is available in survey reporting and is also a number attribute assigned to a user.
See Surveys and Stories.
O
Optimal Send Time
Optimal Send Time is an algorithm that determines the best hour for optimal engagement activity — when each individual member of your audience is most likely to receive and act on your message. iOS, Android, and Fire OS platforms only.
See Optimal Send Time.
P
pass groups
Pass groups are groups of flights or events that you can modify in bulk. You can assign events or flights to one or more pass groups when you create them.
Performance Analytics
Performance Analytics is a customizable marketing intelligence tool that provides access to reports and graphs based on engagement data.
See About reports.
persistent
Persistent message content remains available even if the alerts for the message are dismissed. For example, Message Center, email, and SMS content can be viewed in the app’s Message Center, email inbox, or the device’s native SMS client until the message is deleted by its recipient. Non-persistent message types become unavailable when users dismiss them. A message’s linked content, e.g., a web link, deep link, an Apple News story, remains available as determined by the source host.
Predictive Churn
Predictive Churn analyzes your audience for users that exhibit behaviors indicating they are likely to become inactive, and tags the users as High, Medium, or Low Risk.
See Predictive Churn.
Preference Center
A Preference Center is a 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.
See Preference Centers.
preheader text
Preheader text is a short line of text that displays after or below an email subject line in an inbox. You can also have the text appear in the message body. Preheader text is an easy way to expand on your subject line and improve email open rates. Not all email clients support preheader text.
See Email.
Preview and Test Groups
A preview group is an audience group used for previewing personalized content in the dashboard. Wherever a personalization preview is available, you can select a preview group, and its group members’ attributes will appear for any Handlebars references to attributes. You can enable any preview group as a test group to send test messages to its members. These messages appear as tests in Messages Overview.
push address
The push address is the underlying device identifier that maps to a Channel ID for message delivery. The push address is analogous to a phone number and has the information necessary to locate and authenticate an installation of an app or browser. Because a push address can change, Airship maps push addresses to channels, which do not change. An example of a push address is a device token in the case of iOS.
push ID
A push ID is a unique identifier for a push operation.
push notification
A push notification is a message that can appear on any screen on a mobile device. Push notifications appear as banners.
See Push notification content.
R
RCS
Rich Communication Services (RCS) is an advanced messaging protocol that enables interactive, media-rich communications. RCS messages automatically fall back to SMS/MMS when not supported.
See RCS branded senders.
Real-Time Data Streaming
Real-Time Data Streaming is a service that delivers user-level events in real time to your backend or third-party systems using the Data Streaming API.
rich page
A rich page is a landing page or Message Center message in your app that can include HTML, video, etc.
S
Scene
A Scene is a 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. They can also contain survey questions.
See About Scenes.
Scene Rollout
A rollout is a method of limiting a Scene’s total or targeted audience by setting an adjustable percentage.
See Scene rollouts.
segment
A segment is a reusable audience group you create by selecting unique or shared user data.
See Segments.
sender ID
A sender ID is an originating phone number or string identifier used to indicate who an SMS message comes from. Members of your audience subscribe (opt in) to each sender ID they want to receive messages from.
See SMS Senders.
Sequence
A Sequence is a series of messages that is initiated by a trigger. Airship sends messages in the series based on your timing settings, and you can also set conditions that determine its audience and continuation. Sequences can be connected to each other and to other messaging components to create continuous user experiences in a Journey.
See About Automations and Sequences.
SMS
An SMS is a message that you can send to an MSISDN (phone number) over the SMMP protocol to devices that have opted in for a specific sender ID (long or short code). SMS messages appear in recipients’ native SMS clients. Generally speaking, SMS is inclusive of MMS and RCS.
See SMS/MMS/RCS.
SMS keyword
An SMS keyword is a word you define to perform an action when used in a mobile-originated message, such as triggering a text response, opting in a user, or applying a tag for segmentation.
See SMS keywords.
snippet
A snippet is a reusable piece of content that you can define in Airship for later use in your messages and templates. Snippets support text or HTML content and can be used for commonly used elements such as a copyright, header image, or custom CSS.
See Snippets.
Story
A Story is a Scene set to automatically transition to the next screen without swiping or clicking.
See Surveys and Stories.
Subscription List
A Subscription list is an audience list of users who are opted in to messaging about a specific topic. Users can manage their opt-in status per list using a Preference Center.
See Subscription lists.
Survey
A survey is a question-and-answer experience used to collect and aggregate feedback or generate a net promoter score. The Survey composer was deprecated September 9, 2024. All Survey composer functionality is available in Scenes.
T
tag
A tag is metadata 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. Tags are case-sensitive.
See Tags.
tag group
A tag group is an array of tags that you can associate with both channels and named users.
See Tags.
U
Uploaded List
Uploaded Lists are reusable audience lists that you create. They are static and updatable. In the API, they are referred to as Static Lists.
See Uploaded lists.
URL parameters
URL parameters are variables you can automatically append to all link URLs in emails. They function as tags for tracking campaign performance, both on the web and in an app.
See Email.
W
web push notification
A web push notification is a message that appears in the top or bottom right corner of a web browser or in a notification center. On mobile devices, web push notifications appear similar to push notifications.
See Push notifications.
web session
A web session occurs when an end user directly visits a website with the Airship Web SDK present or by clicking or tapping a web push notification that leads the visitor to the website. The page the user visits must have the Web SDK installed to track sessions. A new session is generated after 30 minutes of inactivity.