Tags and Filters

Create audience segments based on user data

Tags are one of the most useful tools we offer — a lot of sophisticated Pushwoosh functionality is based on this feature. Using tags, you can segment your audience and send push notifications to some users, but not others.

Deciding Which Tags To Use

First, think about your business needs and decide how you want to segment your audience. Do you need to target users based on age, location, in-app purchase history, etc.? Once you’ve decided on segmentation logic, your developers can add tags to your app’s code, which will then allow you to send targeted messages to your users.

Tags contain any arbitrary data that you associate with a particular user or device, whether it's username, ID, city, favorite football team, preferred news categories, or any other piece of information about your users. Let’s take a closer look.

Tag Values

Tag values can help you make your push campaigns smarter. Each tag is capable of storing nearly limitless number of values. Basically, this means that one tag would be enough to record a specific type of information about each end-user in your database.

There are only a few tags available for each account, but considering the nearly-infinite space for each tag, just a couple of tags are enough to gather an enormous amount of information about your users and set up very complex targeting patterns.

Types of Tags

  • Integer — used for the integer data (amount of in-game cash acquired, level achieved, age).

  • String — used for string values (username, e-mail, identifiers).

  • List — the same as String type, but each user may have multiple values set simultaneously (music preferences, news categories, cuisine preferences).

  • Boolean — true / false type of Tag.

  • Date — used for calendar dates. Basically, this is an integer type tag which stores Unix Epoch timestamps (automatically converted from/into Gregorian date).

  • Price — allows to set values according to specified currency in the “*.XX” format (https://en.wikipedia.org/wiki/ISO_4217).

  • Version — used for versioning. The example of allowed format is w.x.y.z (Major.Minor.Patch.Build).

Tag operators

Each Tag type has a specific set of operators applicable. Tag operators define the relationship between the Tag and its values for segmentation purposes.

  • Integer Tag operators: is, is not, are, not in, not set, any

  • String Tag operators: is, is not, are, not in, not set, any

  • List Tag operators: in, not in, not set, any

  • Boolean Tag operators: is (true/false), not set, any

  • Date Tag operators: exactly on, on or after, on or before, between, not set, any

  • Price Tag operators: is, is not, greater or equals, less or equals, between, in, not in, not set, any

  • Version Tag operators: is, is not, greater or equals, less or equals, between, in, not in, not set, any

"Not set" and "any" operators are available for all types of Tags.

Application Specific / Nonspecific Tags

This parameter describes tags’ behavior in relations to different apps in the same account. Application specific tags can have different sets of values for each app on the same account. Application nonspecific tags, on the contrary, store the same value for all apps that use this Tag.


Let’s say you have two apps, a News app and a Game, and you want to target only those users who have explicitly agreed to receive pushes from you. So, you create a boolean tag called “Subscribed” and set "true" value for users who want to receive pushes from you, and "false" for those who don’t want to be notified.

One of your users, Anna, have installed both of your apps. She is okay with being notified about some breaking news, but opted out of any pushes from the Game app.

If the “Subscribed” tag is application specific, everything will go as planned. However, in case this tag was application nonspecific, then each of your apps will overwrite the value set by another app, which can ruin your targeting and cause frustration.

On the other hand, application nonspecific tags might come in handy if you want to perform cross-application targeting and trace users who have the same username in different applications.

Default Tags

These tags are available by Pushwoosh out-of-the-box, so you don’t have to (and, in fact, should not) set them manually. Most of them are set from the application and sent over to our server via registerDevice and other API calls, and some are set by the server itself.NameTypeWhere it's setDescription

Custom Tags

This is where your creativity comes in to achieve your specific business goals. Custom tags can be created based on the segmentation logic or targeting pattern that is appropriate for your unique business needs.

How to set up a custom tag

  1. Go to the Tags page of your Control Panel and click “Add tag”.

  2. Name your tag, pick the type, and decide whether it should be app-specific or not.

  3. Click “Save Tag”.

That’s it, now your custom tag is ready to collect information from your end-users. Let’s see how it can be done.

This example involves setTags function used in PhoneGap / Cordova SDK

  1. Implement Pushwoosh SDK into your project as per our guides;

  2. Add the /setTags function:

//sets a string tag “username” with value “john” and integer tag “deviceId” with value 10
pushNotification.setTags({username:"john", deviceId:10},
function(status) {
console.warn('setTags success');
function(status) {
console.warn('setTags failed');
//sets a list tag "MyTag" with values "hello", "world"
pushNotification.setTags({"MyTag":["hello", "world"]});

In 99% of cases, Tags are set from the application. Although it is possible to set tags via Remote API from your backend.

Tags Statistics

Once your application sets Tag values, you can view and analyze the statistics about these values, presented in the Control Panel using either a pie chart, bar chart, or table view.

Creating Segments

Finally, we are all set to create our first targeted push! Having set up all the necessary tags that identify your target app users, we can now create a Filter and send a push notification to specific users.

Filters and Conditions

To segment your audience and tailor your campaigns more carefully, use Filters based on Tags compilations. Filters let you describe a segment with Tags and their values to send targeted messages via Control Panel and API. To create a Filter, go to the Filters section of Pushwoosh Control Panel and press Add Filter button. Enter the Filter's name and choose an app the Filter will be applied to.

Leave the "Application" field empty to create a Filter for all apps in your account.

Each Filter is described with Conditions which are Tags and values users have on their devices. To set Filter Conditions, choose a Tag from the drop-down menu:

Select a Tag operator from the list:

Type the Tag values in the corresponding field:

Each Filter can be described with several Conditions. To add a Condition, press the button:

To create Filters via API, please refer to the /createFilter API Reference section.

Segment size calculation

To calculate a particular segment size, go to the Filters list and press the Calculate button to the right of the Filter:

Here's the number of users meeting Filter conditions as of the calculation date:

Sending Targeted Pushes

Now that you know how to do all the prep work for segmenting your audience, you’re all set to send highly targeted pushes to some of your users, but not others. Remember, the more targeted your push notifications are, the more likely your audience will be to act on those pushes. Audience segmentation using Pushwoosh Tags and Filters is the key to effective user engagement and powerful marketing strategy.

Filters are available for push notifications, RSS Feeds, In-App Messages, Emails.

To send targeted messages via API, please refer to the /createMessage or /createTargetedMessage API Reference section.