> ## Documentation Index > Fetch the complete documentation index at: https://moengage-doc-2312-standard-user-attributes.mintlify.site/llms.txt > Use this file to discover all available pages before exploring further. # Terms to Know > Familiarize yourself with key MoEngage terms and concepts before getting started. Covers definitions like Merlin AI and core platform vocabulary. These terms can help you as you begin your journey on MoEngage. | Term | Definition | | ---------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | A/B & Multivariate Testing | Multivariate or split testing are experiments that marketers conduct by modifying one or more variables to determine the effect on a campaign. A/B testing compares two versions of a message against each other by sending them to equal, randomly chosen groups of users to see which performs better, and is used when testing only one variable. Multivariate testing sends more than two variations of a communication to different randomly chosen users to compare their performance. For more information, refer to [Overview](/user-guide/ai-and-intelligence/ab-testing/what-is-ab-or-multivariate-testing/overview). | | A/B Split in Flows | A/B Split lets you test up to five variations of flow paths to determine which is the best-performing option. You can experiment with different channels, different messages on the same channel, and different message frequencies across these flow paths. After analyzing the performance of each branch, you can change the user distribution in favor of the winning branch. For more information, refer to [A/B Split in Flows](/user-guide/flows-cross-channel-messaging/create/experimentation/ab-split-in-flows). | | Affinity Segments | Affinity segments group and target users based on their personalities, lifestyles, beliefs, and choices as displayed within your app. You can analyze personality traits to understand users better, such as finding users who listen to a particular artist most often or who book cab rides during a specific time window. Use these segments to tailor campaigns to each group's preferences and habits. For more information, refer to [Affinity Segments](/user-guide/segment/segment-operations/affinity-segments). | | AIRA (Support Bot) | AIRA (Artificial Intelligence Resolution Agent) is the MoEngage generative AI support bot. It addresses your queries by referencing an extensive knowledge base and custom workflows, and can escalate complex issues by creating support tickets. AIRA is available 24/7. For more information, refer to [AIRA Overview](/user-guide/contact-support/aira-support-bot/aira-overview). | | Analytics | MoEngage Analytics helps you understand how users interact with your web and mobile apps. You can use it to track events and analyze trends to measure the performance of your app and campaigns. | | Anonymous vs. Registered User | An anonymous user is someone who has not yet been identified by your website or app, such as a visitor who has not logged in or a new user who has not signed up. A registered user is someone who has signed up or logged in to your website or app. MoEngage assigns a non-changeable MoEngage ID to recognize a user as soon as they visit, and when the user signs up you pass a unique ID so they can be recognized across devices and platforms. For more information, refer to [Anonymous to Registered User Merge](/user-guide/data/user-data/anonymous-to-registered-user-merge). | | API | MoEngage APIs provide a web service where you can send actions taken by your users directly through HTTPS, rather than through the mobile SDKs or the web SDK. This allows you to pass user data to MoEngage that is not tracked within your app or website. For more information, refer to [API](https://www.moengage.com/docs/api/introduction). | | Auxiliary Data | Auxiliary Data helps you import supplementary user information into an existing database for campaign personalization. Use it for short-term data that does not need permanent storage, such as limited-time offers, discounts, or promotions. You ingest the data through file imports and use it during campaign creation for the duration it stays relevant. For more information, refer to [Auxiliary Data](/user-guide/data/imports/file-based-imports/auxiliary-data). | | Behavior Analysis | Behavior Analysis provides insights into user interactions with your web and mobile applications. You can track specific events and assess emerging trends to evaluate the effectiveness of your product and marketing campaigns. It generates graphical charts for visualization and tabular reports for in-depth analysis. For more information, refer to [Behavior - Overview](/user-guide/analyze/analytics/behavior/behavior-overview). | | Best Time Analysis | Best Time Analysis is a dashboard that shows detailed hourly user activity over the past 24 hours for each channel. The charts help you identify the most preferred time slots for sending campaigns to your users, rather than sending communications to everyone at a fixed time. For each channel, you can find the best time slot to increase the chances of interaction or response. For more information, refer to [Best Time Analysis](/user-guide/analyze/dashboards/best-time-analysis). | | Best Time to Send (BTS) | Best Time to Send (BTS), also known as Send Time Optimization, provides a prescriptive time slot to send a campaign to a user to increase the chance of interaction or response. BTS is defined at a user level and analyzes historical user interactions with campaigns and channels separately for Push, Email, SMS, and MMS. This lets you target each user at their most preferred time slot instead of sending a communication to all users at a fixed time. For more information, refer to [Best Time to Send](/user-guide/ai-and-intelligence/timing/best-time-to-send). | | Business Events | Business events let you create events based on business actions rather than user actions, and run campaigns when these events occur. Unlike an event-triggered campaign that starts from a user action (such as viewing a webpage), a business event campaign starts from an action taken at the business end (such as a brand restocking an item). This lets you automate campaign delivery around internal business actions. For more information, refer to [Overview - Business Events](/user-guide/campaigns-and-channels/getting-started/triggers/business-event/overview-business-events). | | BYOK (Bring Your Own Key) | By default, MoEngage generates and manages the encryption keys used to protect your PII. Bring Your Own Key (BYOK) gives you direct control over the master encryption key, so no one, including MoEngage, can access your users' PII without involving your key. It is an add-on to PII Data Encryption and requires manual enablement by the MoEngage team. For more information, refer to [Bring Your Own Key (BYOK) For PII Data Encryption](/user-guide/data/privacy/personal-data-or-personally-identifiable-information-pii/-bring-your-own-key-byok-for-PII-data-encryption). | | Campaign Approval Flow | Campaign approval allows Marketing teams to control or review the campaigns going live by implementing a creator-approver (maker-checker) approach. For more information, refer to [Campaign Approval Workflow](/user-guide/settings/account/team-management/campaign-approval-workflow). | | Campaign Decisioning | Campaign Decisioning shifts campaign delivery from manual, rule-based targeting to automated, outcome-based decisions at the individual user level. Instead of asking "Who fits this segment?", the Campaign Decisioning Agent evaluates the probability that a specific user will convert if they receive a message. This real-time intelligence assesses every potential interaction before it occurs, enabling probability-based optimization at scale. For more information, refer to [Introduction](/user-guide/decisioning/campaign-decisioning/introduction). | | Cards | Cards are a customizable engagement channel for delivering personalized campaigns, offers, and recommendations that reside in the users' app inbox or news feed without interrupting their flow. You can use the MoEngage Cards Inbox or Self-handled Cards to deliver Card campaigns. Once delivered, a card remains part of the user's app experience, and unlike other channels it requires no opt-in. For more information, refer to [Cards Overview](/user-guide/campaigns-and-channels/cards/getting-started-with-cards/cards-overview). | | Catalogs | An item catalog is a prerequisite for creating and using recommendations. It is a list of all your business offerings with their relevant details, such as products, services, flights, articles, restaurants, dishes, and social media feeds. With the Catalog feature, you can create and manage item catalogs, connect them to MoEngage, and use the item information in your campaigns. For more information, refer to [Catalogs](/user-guide/content/recommendations/prerequisites/catalogs). | | Computed Traits | Computed traits are dynamic user attributes created by applying calculations and transformations to the event data you already collect in MoEngage. They update automatically based on user behavior, letting you build richer user profiles for segmentation and personalization without manual uploads or developer effort. For more information, refer to [Computed Traits - Overview](/user-guide/data/computed-traits/computed-traits-overview). | | Connected Apps | MoEngage Connected Apps provide a low-code platform for integrating various data sources and channels. This platform lets marketers and partners connect their marketing technology stack, exchange real-time data, and create personalized customer interactions across sources and platforms. Connected Apps let you connect any app to MoEngage and send users, events, and segments from MoEngage to your own app. For more information, refer to [Overview](/user-guide/campaigns-and-channels/connected-apps/getting-started-with-connected-apps/overview). | | Connectors | Connectors let you plug MoEngage into external systems to push real-time data to, or pull data from, other owned or third-party platforms. A Connector campaign can retrieve real-time data from MoEngage or pass data to other analytics systems, helping you target users across all communication channels. For more information, refer to [Create a Connector Campaign](/user-guide/campaigns-and-channels/connectors/create/create-a-connector-campaign). | | Content APIs | A content API is an external API you set up to use dynamic data during MoEngage campaigns. You configure it under Settings > Advanced Settings by adding the API name, HTTP method, and other details, and you can personalize its parameters with user attributes. For more information, refer to [Add a Content API](/user-guide/settings/advanced-settings/add-a-content-api). | | Content Blocks | Content blocks are reusable pieces of content, such as a header, footer, or call-to-action button, that you can use across multiple campaigns and channels. When you edit a content block, the change applies everywhere it is used, helping you maintain consistency and update at scale. For more information, refer to [Content Blocks](/user-guide/content/content-blocks/content-blocks). | | Control Group | A control group is a subset of the users you target with a campaign who do not receive the campaign communication, acting as a baseline for comparison. By measuring this group alongside your target groups, which do receive the communication, you can determine the true impact and effectiveness of your marketing efforts. For more information, refer to [Control Groups](/user-guide/campaigns-and-channels/getting-started/introduction/control-groups). | | Conversion Goals / Conversion Attribution | Multiple Conversion Goals in Flows let you track up to five user events that, when performed, reflect the success of your flow, and you can also track the revenue accumulated from one of the goals. You can use them to track intermediate steps a user takes toward the primary conversion goal, such as tracking "Add to cart" as a step toward "Purchase". For more information, refer to [Add Multiple Conversion Goals](/user-guide/flows-cross-channel-messaging/create/actions-in-flows/add-multiple-conversion-goals). | | Coupons | MoEngage Coupons let you allocate and distribute single-use coupons to eligible users. Single-use coupon codes are unique codes distributed to individual customers so that no two users receive the same coupon and each coupon can be used only once. You can send coupons to specific cohorts, such as new users for activation, inactive users for resurrection, or users who abandoned a purchase. For more information, refer to [Overview](/user-guide/content/coupons/overview). | | Custom Dashboards | Custom dashboards let you add custom analysis charts and reports tailored to your product and marketing needs. You can add multiple charts and reports to a dashboard and monitor them at the same time. You can create a custom dashboard as either a private dashboard or a workspace dashboard. For more information, refer to [Custom Dashboards](/user-guide/analyze/dashboards/custom-dashboards). | | Custom Segments | Custom segments let you save a user segment query under a name and reuse it across multiple pages in the MoEngage dashboard, instead of rebuilding the same query for each campaign, flow, or analysis. For more information, refer to [Custom Segments](/user-guide/segment/new-ui-experience/custom-segments). | | Data Archival (Retention) Policy | Data archival is the systematic process of removing inactive or dormant user data so your workspace focuses only on users who provide genuine engagement opportunities and business value. MoEngage uses it to balance platform performance and data hygiene with global privacy standards such as GDPR and CCPA. Every 14 days, MoEngage runs a process to remove inactive and unreachable users, events, and devices, and each entity has its own archival policy. Upon archival, the data points are deleted permanently. For more information, refer to [Data Archival (Retention) Policy](/user-guide/data/key-concepts/data-archival-retention-policy). | | Data Centers | MoEngage maintains multiple global data centers, and your account belongs to a specific one when you sign up. Your data center determines your dashboard access URL, SDK endpoints, and REST API endpoints. You can identify your data center from your dashboard URL after signing up. For more information, refer to [Data Centers in MoEngage](/user-guide/data/key-concepts/data-centers-in-moengage). | | Decision Policy | A Decision Policy is a rule-based engine that selects and ranks the most relevant offerings to display to a user or user segment. By grouping offerings and applying a defined ranking strategy, the policy presents only a few optimal offerings from a large pool. It defines the quantity of offerings to return, the offering pool to choose from, the selection strategy, and fallback offerings for users not eligible for any primary offering. For more information, refer to [Create Decision Policy](/user-guide/decisioning/offer-decisioning/decision-policy). | | Derived Events | Derived events are events that MoEngage generates by default, alongside derived attributes. You can use them in segmentation and analytics as filters to segment users. MoEngage groups them into categories such as lifecycle, acquisition, uninstall, reachability, and campaign activity. For more information, refer to [Derived Events & Attributes](/user-guide/data/event-data/derived-events-and-attributes). | | Derived User Attributes | Derived user attributes are user attributes that MoEngage generates by default, such as lifecycle stage and lifetime value (LTV). You can use them in segmentation and analytics as filters to segment your users. If Portfolio is enabled for your workspace, the behavior of derived user attributes changes. For more information, refer to [Derived User Attributes](/user-guide/data/user-data/derived-user-attributes). | | Do Not Disturb (DND) | Do Not Disturb (DND) lets you configure idle hours during which trigger notifications are not sent to users. This prevents Push, Email, SMS, MMS, and RCS messages from reaching users at odd hours. For more information, refer to [Do Not Disturb](/user-guide/settings/channels/delivery-controls/do-not-disturb). | | Dynamic Sender Routing | Dynamic sender routing is a routing system in MoEngage Inform that automatically selects the most appropriate sender for each API request. You define custom routing rules based on user attributes or API attributes to improve deliverability, manage sending costs, and meet local compliance requirements. It is supported for the SMS and Email channels. For more information, refer to [Dynamic Sender Routing](/user-guide/inform/advanced-concepts/dynamic-sender-routing). | | Dynamic Template Selector | Dynamic Template Selector, available in MoEngage Inform through Rule-Based Templates, lets you serve the correct message variant for a single alert instead of creating multiple duplicate alerts. The template variation is selected in real time based on user or API attributes, rather than random percentage splits or optimization rules. For more information, refer to [Dynamic Template Selector](/user-guide/inform/advanced-concepts/dynamic-template-selector). | | Engagement Channels | A channel is the method you use to deliver messages to your users, such as a push notification on their phone or an email in their inbox. MoEngage supports a range of channels across mobile, web, messaging, and ad platforms, so you can engage your audience across different touchpoints. Choosing the right channel helps you deliver relevant content and achieve your campaign objectives. For more information, refer to [MoEngage Channels](/user-guide/campaigns-and-channels/getting-started/introduction/moengage-channels). | | Environment | Every MoEngage account for an app or web provides two different environments: TEST and LIVE. We support this with a single Workspace ID, (available under App Settings), which is your MoEngage identifier. | | Event Attributes | Event attributes (also called event properties) are the parameters associated with each tracked event that provide context and detail about the event and the user interaction it represents. They can include values such as user identifiers, timestamps, geographic location, device information, and other metadata. You use these attributes to segment and analyze event data and to personalize messaging. For more information, refer to [A Complete Guide to Event Tracking](/user-guide/data/event-data/a-complete-guide-to-event-tracking). | | Event Naming Conventions | Event naming conventions are the practices you follow when naming events to keep tracking consistent and clear across your implementation. Recommended practices include using clear, descriptive names, staying consistent, using lowercase with underscores or dashes, starting action-based events with verbs, including relevant context, avoiding abbreviations, and keeping names concise. Clear, human-readable names make events self-explanatory when you collaborate or analyze event data later. For more information, refer to [Event Naming Conventions](/user-guide/data/key-concepts/event-naming-conventions). | | Events | Events track the actions that users perform in your app or website. For example, launching an app, viewing a product, sharing a song, making a purchase, and so on. | | Filter-based Segments | A rule-based (filter) segment is a group of users defined by specific properties, values, or rules applied to user attributes, events, and event attributes. MoEngage evaluates these rules against your data to produce a dynamic group of users, and segment membership updates as user data changes. You can use these segments to send campaigns or to analyze behavioral traits of users. For more information, refer to [Rule-Based (Filter) Segment](/user-guide/segment/segment-operations/rule-based-filter-segments). | | Flows | A Flow is a cross-channel marketing automation tool for building multi-channel user journeys. It tracks user actions across platforms, analyzes them, and takes decisions based on them, so you can deliver an omnichannel experience instead of using channels in isolation. For more information, refer to [Overview - Flows](/user-guide/flows-cross-channel-messaging/getting-started/overview-flows/overview-flows). | | Frequency Capping (FC) | Frequency capping (FC) lets you control how often users receive campaign messages, preventing bursts of communication from multiple channels at once. You can configure it by channel or with tag-based rules. For more information, refer to [Frequency Capping](/user-guide/settings/channels/delivery-controls/frequency-capping). | | Funnels | A funnel represents a series of events that guide users toward a defined event, and is used to calculate conversion rates based on certain user actions. Funnels provide insights into user conversion across web and mobile applications, helping you understand user interactions at various stages of the customer journey. The resulting charts help you evaluate conversion rates at each stage and assess overall product performance. For more information, refer to [Funnels - Overview](/user-guide/analyze/analytics/funnels/funnels-overview). | | FUP | Fair Usage Policy (FUP) is a set of guidelines and rules implemented to ensure all customers have equal and non-discriminatory access to MoEngage resources. | | In-App Message | In-app messaging lets you engage users while they are actively using your application. Unlike push notifications that appear outside the app, in-app messages display within the app's interface and are triggered by specific user actions or attributes. You can use them to drive conversions, show recommendations, onboard new users, and gather feedback. For more information, refer to [Overview - In-App Message](/user-guide/campaigns-and-channels/in-app-message/getting-started-with-in-app-message/overview-in-app-message). | | Inform (Transactional Alerts) | MoEngage Inform provides a unified messaging infrastructure across multiple channels to build and manage transactional alerts. A transactional alert is any time-sensitive transactional content that a brand sends to its customers, such as order confirmations, shipping updates, security and account alerts, password resets, and OTPs. For more information, refer to [Overview - Inform](/user-guide/inform/overview-inform). | | Intelligent Path Optimizer | Intelligent Path Optimizer lets you A/B test up to five branches in a flow, where Merlin AI automatically adjusts the user distribution toward the best-performing path. You configure the metric you want to maximize, which can be Engagement, Conversion, or both. If you prefer to handle the user distribution manually, you can use A/B Split instead. For more information, refer to [Intelligent Path Optimizer](/user-guide/flows-cross-channel-messaging/create/intelligence-in-flows/intelligent-path-optimizer). | | Key Metrics | Key metrics is a dashboard page that provides all important and necessary information for day-to-day use for marketers. A quick glance at the Key metrics page shows the usage, engagement, and performance metrics of the product. For more information, refer to [Key Metrics](/user-guide/analyze/dashboards/key-metrics). | | Landing Pages | A landing page is a dedicated webpage designed to capture a customer's attention when they click on a published campaign. These pages drive a customer toward a desired outcome, such as a product purchase, event registration, or opting in for more information. Unlike regular web pages, a landing page is minimal and tailored to a specific customer segment to keep visitors focused on the conversion goal. For more information, refer to [Overview](/user-guide/content/landing-pages/getting-started-with-landing-pages/overview). | | Localization | Localization lets you tailor your campaign messages to engage users across different languages, cultures, and regions. Using locales, you can adapt your message within a single campaign to deliver relevant content to different audience segments based on their language, geographic location, age, or gender. For more information, refer to [Localize Campaign Messages](/user-guide/campaigns-and-channels/getting-started/campaign-content/localize-campaign-messages). | | Merlin AI | Merlin AI is the machine-learning engine of MoEngage that adds intelligence to your orchestrations and powers your recommendations. It automatically maximizes campaign engagement by predicting and sending the right message at the right time. | | Message Personalization | Personalization is a method of tailoring marketing messages to individual users to improve engagement and conversion rates. By addressing users by name, referencing their past interactions, or showing products they viewed, you create more relevant connections with users. As a marketer, you can personalize one or multiple attributes in the same message or image. For more information, refer to [Overview](/user-guide/campaigns-and-channels/getting-started/message-personalization/overview). | | MoEngage Go | MoEngage Go is the MoEngage mobile app that lets you monitor campaign performance, manage running campaigns, and approve campaigns pending review from your phone. It is a companion to the MoEngage web dashboard, focused on tasks you need to complete when away from your desk, and is available on iOS and Android. For more information, refer to [MoEngage Go: Overview](/user-guide/moengage-go/moengage-go-overview). | | Most Preferred Channel (MPC) | Most Preferred Channel (MPC) is a user-level parameter that denotes the channel a user responds to best from the available channels, such as email, push notifications, and SMS. Instead of using multiple channels to send the same message, you can engage each customer on the channel of their choice to get maximum engagement. For more information, refer to [Most Preferred Channel](/user-guide/ai-and-intelligence/most-preferred-channel/most-preferred-channel). | | MTU | Monthly Tracked Users (MTUs) are the total number of unique users for whom at least one event was tracked in a specified month. This is a key metric for billing. For more details on how MoEngage calculates MTUs, refer to [Usage Details](/user-guide/settings/account/billing/usage-details). | | My Studio | My Studio lets you store your saved analyses in one place so you can retrieve and resume your work from where you left off. It helps you avoid losing progress due to unexpected disruptions and makes it easier to explore popular analyses. My Studio is a personal, user-specific dashboard that other users cannot access, and you can save a maximum of 50 analyses. For more information, refer to [My Studio](/user-guide/analyze/dashboards/my-studio). | | Next Best Action | The Next Best Action (NBA) option in Flows uses insights on user behavior gathered by Merlin AI to engage each user on their preferred channel at the best time. It combines Most Preferred Channel and Best Time to Send to create a hyper-personalized flow for each user based on their past engagement trends rather than the collective trends of a group. For more information, refer to [Next Best Action in Flows](/user-guide/flows-cross-channel-messaging/create/intelligence-in-flows/next-best-action-in-flows). | | Object Data Type | An Object is a data type that holds data as one or more key-value pairs. You can use it to store complex attributes, such as the details of an item a user added to their cart, so those attributes can be encapsulated in a single object and used for segmentation. For example, a book object can hold keys like product\_name, price, and sku. This feature must be enabled for your account by your MoEngage CSM or the Support team. For more information, refer to [Support for Object Data Type](/user-guide/data/key-concepts/support-for-object-data-type). | | Offer Decisioning | The MoEngage Offerings & Decision Policy solution helps marketing and business teams deliver personalized promotions to their customers across digital platforms such as mobile apps and websites. You create promotions called Offerings that are tailored to specific user groups and optimized through Decision Policies to ensure relevance. It streamlines designing, managing, and displaying targeted promotions such as limited-time sales, loyalty rewards, or new service announcements. For more information, refer to [Overview](/user-guide/decisioning/offer-decisioning/overview). | | Offerings | An offering is a promotional unit that comprises elements like user eligibility, scheduling, priority, usage limits, and content design. User eligibility rules determine which users qualify, the schedule sets the active period, and priority is a manually assigned score where a higher value means higher importance. You can use pre-designed templates to build promotions that align with brand guidelines. For more information, refer to [Create Offerings](/user-guide/decisioning/offer-decisioning/create-offerings). | | On-site Message | On-site messages display pop-ups, surveys, or lead generation forms directly on your desktop or mobile website when users are visiting. This helps you capture leads, gather feedback, and deliver real-time personalized experiences. For more information, refer to [MoEngage Channels](/user-guide/campaigns-and-channels/getting-started/introduction/moengage-channels). | | Open Analytics | Open Analytics enables growth teams to access the latest data on the MoEngage platform in real time, directly from the data storage. You can query the data warehouse directly to retrieve the data you need. You can read and query data using SQL through a console or programmatically via API, and visualize the data using built-in visualization methods on the Open Analytics console. For more information, refer to [Open Analytics](/user-guide/analyze/custom-analysis/open-analytics). | | Personalize (Client-side & Server-side) | MoEngage Personalize offers two approaches to tailoring website content. Client-side personalization modifies website content in real time in the user's browser after the page loads, using JavaScript SDKs to identify the user and render experiences created for them. Server-side personalization applies changes on the server before the page is served. Compare both to choose the method that fits your website customization needs. For more information, refer to [Client-side versus Server-side personalization](/user-guide/personalize/overview/client-side-versus-server-side-personalization). | | PII (Personally Identifiable Information) | Personally Identifiable Information (PII) is any data that relates to an identified or identifiable natural person, who can be identified directly or indirectly by an identifier such as a name, identification number, location data, or an online identifier. Examples include name, residential address, date of birth, and IP address. Fields such as zip code, date of birth, gender, and passwords may not identify a person on their own, but they become PII when combined with other fields that collectively identify a living person. For more information, refer to [Personal Data or Personally Identifiable Information (PII)](/user-guide/data/privacy/personal-data-or-personally-identifiable-information-pii/personal-data-or-personally-identifiable-information-pii). | | Portfolio (Multi-Project Portfolio) | Portfolio lets you manage multiple apps and websites as individual Projects within a single, unified MoEngage workspace. It is designed for enterprises that manage multiple digital properties, such as different brands or operations in multiple countries, and want to consolidate their user data and marketing efforts. It creates a unified customer view and supports cross-brand segmentation and cross-project trigger campaigns. Portfolio is a paid add-on that must be enabled by your MoEngage CSM or the Support team. For more information, refer to [Portfolio](/user-guide/settings/account/portfolio/portfolio). | | Predict / Predictions | MoEngage Predictions forecast the actions users are likely to perform in the next few days, such as making a purchase, uninstalling the app, or becoming dormant. You can use this information to take proactive marketing steps and create campaigns for the predicted users. MoEngage provides out-of-the-box predictions for conversion, uninstall, and dormancy, and you can also predict custom actions. For more information, refer to [Overview](/user-guide/ai-and-intelligence/predict/what-are-predictions/overview). | | Proactive Assistant | Proactive Assistant is an AI-powered assistant that provides marketers with insights to improve their marketing efforts. It gathers data from diverse sources, transforms it into actionable insights using AI and algorithms, and presents them in a unified interface without needing manual queries. You can act on the suggested insights with a few clicks, such as sending a campaign immediately or saving a segment for further analysis. For more information, refer to [Proactive Assistant](/user-guide/ai-and-intelligence/proactive-assistant/proactive-assistant). | | Push Amplification™ / Push Amplification™ Plus | Push Amplification™ is a fallback delivery service used when FCM notification delivery fails. When a delivery fails, Push Amplification™ detects the failure and delivers the notification directly to app users' devices, reaching users who would otherwise be missed by FCM. For more information, refer to [Push Amplification™ and Delivery Impact](/user-guide/campaigns-and-channels/mobile-push/analyze/push-amplification-and-delivery-impact). | | Push Notification (Mobile / Web) | Push campaigns target users through notifications for your app or website. MoEngage supports one-time, periodic, and event-triggered push campaigns. For more information, refer to [Overview - Mobile Push](/user-guide/campaigns-and-channels/mobile-push/getting-started-with-mobile-push/overview-mobile-push). | | Ranking Strategy | A ranking strategy is the logic a Decision Policy uses to rank eligible offerings for each customer. MoEngage offers three ranking strategies in Decision Policies: Manual priority, where the author assigns a rank to each offering; Merlin AI, which learns from clicks and conversions to find the best-performing offering for each user; and Custom formula, where you define a weighted combination of offering attributes, performance, and priority. For more information, refer to [Custom Formula Ranking Strategy](/user-guide/decisioning/offer-decisioning/custom-formula-ranking-strategy). | | Reachability | Reachability represents the number of users who can be contacted through a chosen communication channel or platform on MoEngage. It is derived for Push, Email, SMS, and WhatsApp channels, and the method of calculation varies across the different pages on the MoEngage dashboard. For more information, refer to [User Reachability](/user-guide/segment/reachability/user-reachability). | | Real-Time Segment Evaluation | Real-time segment evaluation (RTSE) lets you engage your audience based on their demographics, behavior, and interests the moment they perform a key action. When a user performs a trigger event, MoEngage immediately checks whether they qualify for your campaign's audience criteria and triggers the campaign instantly if they do. This contrasts with periodic segments, which refresh on a set schedule. For more information, refer to [Real-Time Segment Evaluation](/user-guide/segment/advanced-concepts/real-time-segment-evaluation). | | Recommendations | You can include your product catalogs in your campaigns using recommendations. For more information, refer to [Recommendations](/user-guide/content/recommendations). | | Retention | Retention provides insights into user retention, which helps you assess users' loyalty and measure your product's recurring user base. Retention charts represent various cohorts, where a cohort is a group of users who complete the same events within a specific time frame. Tabular reports are available for download to assess retention trends across cohorts over time. For more information, refer to [Retention - Overview](/user-guide/analyze/analytics/retention/retention-overview). | | RFM | The RFM (Recency, Frequency, and Monetary) model automatically segments users into behavior-based categories such as Loyal, Promising, and At Risk, based on how recently, how often, and how much they transact. These auto-segments support user analysis, churn analysis, and campaign targeting. For more information, refer to [RFM Segments](/user-guide/segment/segment-operations/rfm-segments). | | Roles | MoEngage allows multiple team members to be added to the same account. There are 5 access roles (Admin, Manager, Marketer, Developer and Analyst) with different permissions. For more information, refer to [Access Roles](/user-guide/settings/account/team-management/access-roles). | | SDK | Software Development Kits (SDKs) are integrated into iOS and Android applications and provide tools for marketing, customer support, and analytics. MoEngage offers SDK integration for both iOS and Android. For more information, refer to the [Developer Guide](https://www.moengage.com/docs/developer-guide/introduction). | | Segment Nesting | Nesting lets you group segment blocks together using brackets to build complex segments that mix AND and OR conditions. Without nesting, only a single operator can combine all blocks, so you cannot express criteria such as (users who are male AND added a wallet to cart) OR (users who are female AND added a handbag to cart). By grouping blocks into nested blocks, you can create combinations like (A AND B) OR (C AND D). For more information, refer to [Segment Nesting](/user-guide/segment/advanced-concepts/segment-nesting). | | Segmentation | The Segmentation feature allows you to segment your users based on their attributes and actions in your app or website. After segmentation, you can create a campaign targeted to these segments. For more information, refer to [Create Segments](/user-guide/segment/segment-operations/rule-based-filter-segments). | | Session and Source | A session represents a user's series of interactions on your website or app within a specific timeframe, tracked by recording the events and activities users perform on their devices. Session Analysis helps you understand how users interact with your web and mobile apps so you can improve your product and design. Sessions are specific to individual devices, and server-side activity is not included within a session. For more information, refer to [Session and Source - Overview](/user-guide/analyze/analytics/session-and-source/session-and-source-overview). | | Split URL Testing | Split URL testing is a structured approach to website optimization in MoEngage Personalize. You create multiple versions of a webpage, each with a different URL, then systematically test the variations to determine which one delivers the best results. Use it to test regional experiences, recommend specific product pages, or offer early access to VIP customers. For more information, refer to [Create a Split URL testing Experience](/user-guide/personalize/split-url-testing/create-a-split-url-testing-experience). | | Team | A team is a group of MoEngage users using MoEngage Dashboard who collaborate on the same campaigns. These users can be from the same geography or from the same vertical within the enterprise. For more information, refer to [Teams in MoEngage](/user-guide/settings/account/team-management/teams-in-moengage). | | Templates | The Templates feature provides a central hub where you can organize and manage reusable campaign templates for multiple channels in one place. You can create templates for different channels, edit them using the drag-and-drop editor or custom HTML editor, and manage them in folders shared across teams. For more information, refer to [Templates](/user-guide/content/template/templates). | | Triggers | Triggers are messages sent to the device when the user performs a trigger event. Messages are served in near real time. For more information, refer to [Triggers](/user-guide/campaigns-and-channels/getting-started/triggers). | | Unified Identity (Identity Resolution) | Identity Resolution merges profiles that belong to the same person across channels such as website, app, offline store, and social login into one profile. It uses identifier attributes such as ID, email, or mobile number from data ingested via Data APIs, MoEngage SDKs, or CSV files. This gives you one accurate view of each user for segmentation, personalization, and reporting. The feature is opt-in and irreversible once activated, and only Admins can access the setting. For more information, refer to [Unified Identity (Identity Resolution)](/user-guide/data/user-data/unified-identity-identity-resolution). | | Uninstall Tracking / User Install Status | Install status indicates whether an application is installed for a particular user, providing base-level install information at a user level. MoEngage tracks it through SDK install, uninstall, and reinstall tracking, through signals from silent push messages via FCM or APNs, and through Firebase integration for real-time uninstall tracking. If MoEngage detects an install, the status is marked true; otherwise false. For a user with multiple devices, the status is true if at least one device has the app installed. For more information, refer to [User Install Status](/user-guide/data/user-data/user-install-status). | | User Attributes | User attributes are the pieces of user data stored in MoEngage that make up a user's profile, such as first name, email address, subscription status, or pages visited. A user profile is created and updated when a user opens your app or website with the MoEngage SDK, or when you upload user information through the UI or via API. Together these attributes give you a 360-degree view of each user for segmentation, personalization, and reporting. For more information, refer to [User Profile](/user-guide/data/user-data/user-profile). | | User Paths | User Paths visualize user interaction and navigation within websites and apps by analyzing event trails. This analysis focuses on events performed before or after a specific target event, revealing user behavior patterns so you can identify popular navigation routes and pinpoint bottlenecks or friction points. These paths consist of event sequences originating from or converging on a desired event within a defined time frame. For more information, refer to [User Paths - Overview](/user-guide/analyze/analytics/user-paths/user-paths-overview). | | User Profile | A user profile is a collection of all information associated with a user in MoEngage systems. A user profile may contain usage information (behavior), demographic information (age, physical attributes, language, family), psychological info (attitudes, beliefs, opinions), professional info (education, work experience), and so on. For more information, refer to [User Profile](/user-guide/data/user-data/user-profile). | | Web Personalization | Web Personalization helps you tailor your website content to individual users by delivering personalized data when they visit your site. This lets you show each user the most relevant experience, such as personalizing home page banners based on user behavior or displaying localized content based on a user's location. For more information, refer to [Introduction](/user-guide/campaigns-and-channels/web-personalization/getting-started-with-web-personalization/introduction). | All MoEngage AI products, which were previously referred to as *Sherpa AI*, are now known as *Merlin AI*.