Targeting Your Audience

Use targeting to address specific members of your messaging audience. For passes, you target the passes instead of the passholders.

Use Cases


  • Send an announcement about a new app version and encourage users to upgrade.

  • Send messages to a list of users created from your CRM data.

  • Send a reengagement message based on users' likelihood to stop using your app.


  • Apply template design changes to passes that have already been distributed.

Audience Selection

When creating a message, you define who the message will be sent to, or your audience. When you target passes, you select an audience of passes, not passholders.

You can specify your message audience by a unique identifier, such as a device ID or email address, or by an identifier that may belong to or include multiple users, such as a tag or audience list.

You can target audiences using:

Passes are targeted via tags only.


In-App Automation presents your targeting options as predefined conditions for displaying the message.

Client-side vs Server-side

As explained in Intro to Data, the engagement data that Urban Airship provides is specific to mobile apps and websites that have installed our SDK. This is the source of client-side data used for targeting.

You can also group users and add tags yourself — this is considered server-side. CRM and POS systems are common sources. For targeting, you can create:

  • Tags and tag groups
  • Named users
  • Audience lists

Assign tags to channels and named users, or group channels into named users. See: Tags and Named Users: How to. Add tags to a pass via the API. See: Wallet API: Tags.

You can target an audience using Uploaded and Lifecycle audience lists, and even incorporate lists into segments. See: Audience Lists.


Server-side data may not be available for immediate use. Channel registration is asynchronous, and may take some time to populate server-side. You may need to wait up to an hour to target newly-created channels.


Segments are reusable audience selection criteria. Create a segment instead of recreating your audience selections every time you send a message or update a pass. You can edit a segment at any time.

Segments are constructed using combinations of tags, lists, device properties, location (API only), and location history. For passes, segments are based on tags only. Segments are created within a project and can be used for any message or pass template within that project.

Create segments via the API or the dashboard.



Targeting Methods


You can target specific users via the dashboard and the API.


Target Specific Users is an option in the Audience step of three workflows. See each reference and tutorial:


Target specific users via the audience object. See: API: Audience Selection.



Use the Publish feature to apply template design changes to a segment of Apple Wallet passes that have already been distributed. When choosing which passes to update, select the radio button for A specific segment, then select your previously created segment. See: Publish Tutorial.

While Publish is not supported for Google Pay, Google Pay passes will automatically update with any changes made to class fields. See details in Publish Tutorial: Google Pay.


Update a segment of passes via the /segments endpoint. See: Wallet API: Update Segment.