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Overview

MoEngage Personalize helps you to create real-time connected experiences that accelerate conversions. In turn, this aids in connecting your customer needs and your brand experience. Prerequisites
  1. The Web SDK should be integrated to create a personalized web experience. For more information, refer to Integrate Web SDK.
  2. Disable ad blockers in the browser. The personalization editor will not load if ad blockers are enabled.

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Create Web Experience

To create a personalized experience, perform the following steps:
  1. On the sidebar menu in MoEngage, hover over the Personalize menu item Screenshot 2025-06-13 at 2.31.12 PM.png . The Personalize menu appears.
  2. Click + New Experience. 123.png The New Experience dialog box appears. Screenshot 2025-06-05 at 10.20.46 AM.png You can also click All Experiences on the Personalize menu and then click + Experience on the All Experiences page. The New Experience dialog box appears.
  3. Click Web (WYSIWYG). web.png
There are three steps to create a new Web Experience:
  1. Target Users: Specify the audience for your web experience.
  2. Content: Specify the variation and personalized content for the selected users.
  3. Schedule and goals: Specify a delivery schedule, conversion goals, and delivery controls for the experience.

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Step 1: Target Users

This section contains the following:

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Experience Details

  • Experience name - Type the name of the experience to manage and identify it. The experience name must have at least five characters and at most 256.
  • Experience tags - Select the experience tags from the drop-down list. Tags help you add context to your experience. For example, you can add ‘onboarding’ as a tag for an experience created for onboarding users to your platform or app. For more information, refer to Tags.

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Target Audience

Select +Add Audience to define the target user segment for the Experience.
You can add multiple audiences (up to ten) to your experience. For example, let’s take the case of a brand that sells skin care products. If a marketer creates the following audience segments, they can personalize the website for each of these segments.
  • Users who have viewed perfumes or have shown an interest in them - the marketer can personalize the website such that perfumes are shown primarily on the page with mentions of the latest arrivals, discounts, upcoming sales, testimonials, celebrity reviews, etc.
  • Users who have clicked on discount offers for skin care products - the marketer can personalize the website such that offers and discounts on skin care products are shown primarily on the page.
  • Users who have shown interest in natural skin care products - the marketer can personalize the website such that natural and cruelty-free products are shown primarily on the page.
Click on the +Add Audience to get various options to specify the target audience for the experience. You can:
  1. Add an existing audience by selecting one of the already added audiences shown in the dropdown. Click Select at the bottom line to add the audience to your experience.
  2. Duplicate and edit an existing audience. Select an audience in the dropdown and click Duplicate and Edit at the bottom right corner to modify the details.
  3. Add a new audience by clicking + New Audience.
You can specify the following fields in the New Audience popup:
  1. Audience Name - the unique name that identifies your audience.
  2. Segmentation criteria - the segmentation filters that help you define your audience. This section helps you add criteria for the target user selection. For example, if you want to add/delete users who have added items to the cart but have yet to complete the purchase or users who have not received notifications or opened their app in the last ‘x’ days, and so on. All Users User Property User Behavior User Affinity Custom Segment Allows you to send the campaign to all the users of the app. When you use this option, you cannot add multiple filters. Allows you to target the users based on user property such as first seen, last seen, city, and so on. Select the User Properties and do the following:
    1. Select desired user property and filter conditions.
    2. Provide the filter value/s to create a rule.
    For more information, refer to Create Segments. Allows you to target the users based on the user’s behavior or event, such as app/site opened, viewed product, and so on. Select the User Behavior and do the following:
    1. Select the execution condition and the desired user activity (event)
    2. Provide event frequency and time duration for the event execution
    3. Add Event attribute with a filter condition
    4. Provide the filter value/s to create a rule.
    For more information, refer to Create Segments. Affinity Segments are groups of users created based on the user performing an action with a specific attribute value. For more information, refer to User Affinity. Select User Affinity and do the following:
    1. Select the desired user event or attribute.
    2. Select the user affinity parameter from
      • Predominantly Select affinity attribute with a filter condition and provide the affinity values.
      • Minimum of Select affinity attribute with a filter condition and provide the affinity values.
      • Most number of times: Type or use the arrows to provide the top or bottom percentage of users
      • Least number of times: Type or use the arrows to provide the top or bottom percentage of users
    3. Type or use the arrows to provide time duration for the event execution.
    4. Click the Attribute button to add more attributes to the filter.
    Select the Custom Segment section, then select the desired custom segment to create a rule. For more information, refer to Custom Segments.
  3. In-session attributes - allow you to group website visitors based on specific conditions. You can add the following in-session attributes:
    FieldDescription
    Query ParameterThis field lets you segment users based on the query parameters in the URL. Typically, users would land on your personalized URL by clicking an advertisement on any Social Media platform. You can use UTM parameters like Source, Medium, Content, Campaign, etc., to segment users based on the source from where they are visiting, the campaign from which they’ve landed on this URL, and so on. UTM parameters like utm_source, utm_campaign, etc., are used to identify the campaigns driving users to websites. You can use UTM and custom parameters to segment users and personalize the website experience.
    User TypeThis field lets you segment users based on whether they are new or returning users. Note: 1. 1. If two users are using the same device and user 2 logs in after user 1, they would be considered a returning user 2. If a user logs in from the mobile browser and then logs in again from a desktop browser, the login from the desktop would be considered a new user.
    Day of the weekThis field lets you segment users based on the day of the week on which they visit your website.
    Time of the dayThis field lets you segment users based on the hour of the week on which they visit your website. You can choose from any of the one-hour slots in a day available in the dropdown.
    GeolocationThis field lets you segment users based on the geolocation from where they visit your website. You can choose the Country, State/Region, and City where the user is located or exclude a specific Country.
    Device TypeThis field lets you segment users based on the device with which they visit your website. You can include or exclude one or a combination of the following: Mobile, Desktop, or Tablet.
    Operating SystemThis field lets you segment users based on the Operating System of the device with which they visit your website. You can include or exclude one or a combination of the following: Android, iOS, Windows, Mac, Linux, or Others.
    Browser TypeThis field lets you segment users based on the browser with which they visit your website. You can include or exclude one or a combination of the following: Chrome, Safari, Firefox, Opera, or Others.
  4. Exclude Users - You can exclude users who use certain in-session attributes by clicking Exclude Users and specifying the in-session attributes in the Select attribute dropdown.
  5. In-session behavior -allows you to group and target website visitors based on their actions within the current session in progress. For example, if a user views a particular clothing brand or specific apparel such as jeans, you can personalize other webpages in the same session with this information by displaying recommendation banners for other items from the same brand or displaying similar products. This helps you deliver a personalized experience immediately within the same session without waiting for the user’s next visit.
  6. To personalize using the user’s in-session behavior, click +In-session Behavior and add the event condition - Has Executed/Has Not Executedand choose the event in the Select an event dropdown. Note: Only the last ten instances of the selected user action will be considered for targeting In-Session behavior.
  7. The Save for later use checkbox is checked by default. This saves the audience added and makes it available for other experiences.
  8. Click Add at the bottom right corner of the screen to add the audience. AddAudience.gif

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Control Group

Toggle the Global control group to exclude users in the global control group from the Experience. For more information, refer to Control Groups.After filling in this information, click on Next. You will see a popup that opens.

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URL(s) to Personalize

Specify the URL for personalization according to your need:

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Single Page

In this option, you can specify one URL to be personalized.

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Multiple Pages

In this option, you can specify multiple URLs to be personalized. This is particularly useful when you wish to personalize a set of pages for a specific set of users. For example, let’s consider the case where user lands on an e-commerce website after having clicked on an ad for jeans. Marketers may wish to customize the page that lists jeans and similar items such as shorts and trousers for such users. The multiple-page personalization option is useful in such cases. To add multiple pages, click on the *+*symbol and add the URLs for the pages to be personalized. You can specify the exact URLs to be included or excluded using the filter conditions - is and is not. You can also specify URLs that begin with, end with, and contain certain phrases to be included or excluded. For example, to include any URL that contains jeans, specify the filter condition as follows: FilterConditions.png MultiplePages.gif

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Custom Attributes

In this option, you can personalize multiple webpages based on the type of the webpage(s) and/or the information on the webpage(s). This is particularly useful when you wish to personalize a set of pages for a specific set of users. For example, determine that the webpage is the site homepage or a category page (say, furniture or electronics) without relying on the URL structure of the webpage. To add multiple attributes, click on the *+*symbol and select the attributes from the dropdown. You can specify the exact attributes to be included or excluded using the filter conditions - is and is not. You can also specify attributes that begin with, end with, and contain certain phrases to be included or excluded. For example, personalize all webpages where the attribute pageType is product. You can choose from a list of pre-defined attribute types or define a custom attribute of your own following the steps here. Custom Attributes Personalize.gif After specifying the URL(s) for personalization, click Validate. This will:
    • Check if the Web SDK is integrated.
    • Check if an experience has already been configured for the URL specified for personalization. A message is shown in the UI if an experience has already been added to the URL URLHasExperienceAlready.gif
You can personalize the URL by clicking Personalize URL at the bottom right corner of the popup.

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Step 2: Content

In this step, you personalize the webpage using MoEngage’s WYSIWYG editor. Refer here for a deep-dive on the editor capabilities. Additionally, you can perform A/B testing using one of the below methods:
  1. Manually allocating user traffic between variations
  2. Using MoEngage’s Merlin AI to auto-allocate traffic between variations
Personalize AB Testing.gif

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Manually allocating user traffic

FieldDescription
VariationThere are two options present by default: 1. Default Variation 2. Variation 1 You can add another variation by clicking the + Variation at the lower left corner of the screen. Note: You can add up to 5 variations for each target audience. For more information, refer to manual multivariate testing.
Users (%total)You can define the percentage of users for each variation in this field.
You can always edit the user traffic allocation between variations either pre or post publishing a personalized experience.

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Auto-allocate user traffic using Merlin AI

FieldDescription
VariationThere are two options present by default: 1. Default Variation 2. Variation 1 You can add another variation by clicking the + Variation at the lower left corner of the screen. Note: You can add up to 5 variations for each target audience. For more information, refer to Dynamic multivariate testing.
MetricYou must choose one metric among the following for Merlin AI to optimize on - Conversion - Engagement - Revenue
The user traffic allocation logic cannot be updated once the experience is published.

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Other actions

  1. View- This option lets you view the personalized page for the selected variation.
  2. Copy link - This option lets you copy the link of the personalized URL for the selected variation. This option is not available for the default variation. You can use this to share the link of the personalized URL with your team for review or approval.
  3. Edit Page to Personalize - You can also edit the URL you are personalizing by clicking on the Page to Personalize link with the pen icon at the top right corner of the screen.
Click Next after personalizing the URLs for all the variations and audience segments to move to define the delivery schedule and delivery controls for the experience.

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Step 3: Schedule and goals

In this step, set the scheduling criteria for your experience. You can set the start and end dates and times for your experience. DeliverySchedule.png Conversion Goals You can add conversion goals to track your business metrics for your experience. You can track up to 5 conversion goals. You can choose any app event as a conversion goal activity and can set more than one conversion goal. The first goal will be treated as a primary goal. With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.
  1. How many users have viewed the product page?
  2. How many of them added that product to the cart?
  3. How many of them made a successful order?
Tracking Revenue Performance With MoEngage, you can very easily track revenue for your campaigns. The Revenue and ROI of the campaigns are available to you. For example, you can answer the question of how much revenue my product made after sending a communication. While setting the conversion goal, you can choose the goal for which you want to track the Revenue by enabling the ‘Revenue Performance’ toggle. In the example below, to track revenue for orderSuccessfulevents, the ‘Revenue performance’ toggle needs to be enabled. ordersuccessful.png Revenue Tracking is optional and non-mandatory. You can disable the Revenue performance toggle to disable it. After choosing the goal, you can choose the numeric attribute that captures the order’s total monetary value. In the example below, cartValuecontains the total order value. You can also choose the currency in which your monetary value is being reported. Trackrevenue.png Set Attribution window We also allow you to set an attribution window, i.e., duration, calculated from the time the user received the campaign, for which you want to attribute the conversion goals to a specific campaign. As a default, it is set for 36 hours. Say, for the example above, we set it to 5 hours. AttributionWindow.png Delivery Controls This option lets you assign priorities to your experience. You can assign the following Experience priorities: Low, Medium, High, and Critical. If a URL has more than one experience created, the experience with the higher priority is shown to the user. Click Publish at the bottom right corner of the screen to publish the experience. All MoEngage AI products, which were previously referred to as Sherpa AI, are now known as Merlin AI.