This integration is maintained by Airship. Please contact Airship for support.

Segment is a Customer Data Platform (CDP) that lets you combine data across applications and platforms. Send Airship events to Segment for profile enrichment and event triggering (Airship as a source), and ingest external events from Segment with named users in Airship for message triggering, audience targeting, and analytics (Airship as a destination).

You can use the Source and Destination integrations together or separately.

Segment Integration Requirements

To get started, you must have accounts with both Segment and Airship. Your Airship account must include messaging.

  • Source integration: Your Airship account must include Real-Time Data Streaming.
  • Destination integration: No additional requirements.

Named UserA customer-provided identifier used for mapping multiple devices and channels to a specific individual. is not a requirement but is strongly recommended for mapping users across Segment and Airship. See: Associating Channels with Named Users.

Source Integration

To properly feed events into, and associate events with, Segment profiles, you must map named_user_id to Segment profile userId properties.

The Segment Source integration sends Airship events to Segment. First, you will add Airship to Segment as a source and retrieve your Write Key. Then you will create a Real-Time Data Stream integration for Segment in the Airship dashboard.

Segment Steps

  1. Log in to your Segment workspace.

  2. Go to the Catalog.

  3. Find the Airship source and click Add Source.

  4. Add a name and optional labels for your source integration, and once again click Add Source.

  5. Copy the Write Key. You will use this token when enabling your Segment integration in Airship.

Now you are ready to create the Segment Source integration in the Airship dashboard.

Airship Steps

  1. In your messaging project, go to Settings » Real-Time Data Streaming.

  2. Under Real-Time Data Streaming, click Segment.

  3. Provide a Name and Description for the integration.

  4. Enter the Segment Write Key that you copied when adding Airship as a source in Segment.

  5. (Optional) Select Include Anonymous Data if you want to send events that are not attributed to a named user to Segment. This can increase the number of customer profiles and the cost of using Segment.

  6. Select the event types that you want to send to Segment:
    • Opens
    • Closes
    • Custom Events
    • Screen Viewed
    • Location
    • Region
    • Sends
    • Control
    • Tag Changes
    • First Opens
    • First Opt-In
    • Uninstalls
    • Message Center Read, Delivery, and Delete Events
    • In-App Message Expiration, Resolution, and Display Events
    • Web Notification Session
    • Web Notification Click
    • Email Subscription
    • SMS Mobile-Originated
    • Attribute Operations
  7. Click Activate.

It may take several minutes to begin populating events in Segment. You can open the Airship source in Segment and use the Debugger option to see incoming data and confirm that your integration is working properly.

Destination Integration

The Segment Destination integration uses the Segment track and identify methods to pass values into Airship.

Segment track calls will come into Airship as custom events, and identify calls will come into Airship as either a tag or an attribute depending on the data type of the trait. Boolean traits are added as tags, and non-boolean traits are added as attributes, provided that the attribute is recognized by Airship.


Before you can use Airship as a destination for Segment data, you must first create an access token in Airship and configure Airship in Segment.

Create an Airship Access Token for Segment

You must provide Segment a token with the All Access role so that it can communicate with your Airship project.

  1. In Airship, go to Settings » APIs & Integrations » Tokens.

  2. Click Create Token.

  3. Enter a token Name. This is just a friendly name to help you recognize your tokens in Airship.

  4. Select the All Access role.

  5. Click Create Token.

  6. Copy the values for App Key and Access Token, then click Got it to close the window.

Set Up Airship as an Event Destination in Segment

When you add Airship as a destination, Segment adds tags to your named users in the segment-integration tag group and attributes custom events to named users.

  1. Log in to your Segment workspace.

  2. Go to the Catalog and click the Destinations tab.

  3. Find the Airship destination (under SMS & Push Notifications), click the Airship tile and then click the Configure Airship button.

  4. In the Select Source dialog, select a source and click Confirm Source.

  5. Toggle the Airship EU Data Center button if you are implemented in Airship’s European Data Center. If you are unsure which data center you are on please reach out to

  6. Enter the App Key and Access Token that you copied when setting up the Real-Time Data Streaming integration in Airship.

    • API Key: This is your Airship access token.
    • App Key: This is your Airship app key.
  7. Click Save.

Custom Events

Airship captures track events from Segment using our Custom Events API. You can use the properties in these incoming events to trigger and personalize messages for your audience.

The track event’s properties object maps to an Airship custom event’s object.

The track event’s event key maps to the custom event name in Airship. You can use the name value to differentiate between different track events from segment.


Airship transforms all custom event names to lower case. In the following example, note that the value of event appears as Install Attributed for Segment while in Airship it is recorded as install attributed in the name attribute.

Example track event from Segment

  "receivedAt": "2019-07-09T19:24:15Z",
  "messageId": "6dJnUw1OKG",
  "type": "track",
  "properties": {
    "provider": "Branch",
    "campaign": {
      "source": "AdWords",
      "name": "Campaign Name",
      "content": "Organic Content Title",
      "ad_creative": "Red Hello World Ad",
      "ad_group": "Red Ones"
    "categories": ["test-campaign"]
  "event": "Install Attributed",
  "userId": "sKQR2ORpaw",
  "timestamp": "2019-07-09T19:24:15Z"

Example Custom Event in Airship

  "occurred": "2019-07-09T19:24:15",
  "user": {
    "named_user_id": "sKQR2ORpaw"
  "body": {
    "properties": {
      "source": "Segment",
      "provider": "Branch"
    "name": "install attributed",
    "interaction_type": "cdp"

Personalize Messages Using Custom Events from Segment

You can use Airship HandlebarsAirship’s message personalization syntax using double curly braces, more commonly known as {{handlebars}}. Use handlebars to insert variables and conditional logic in messages and templates. to personalize messages in automation rules or journeys based on incoming events from Segment. This provides a mechanism to message your users automatically, at the right time, and target users with relevant information that increases engagement.

Example Custom Event

  "occurred": "2019-07-09T19:24:15",
  "user": {
    "named_user_id": "sKQR2ORpaw"
  "body": {
    "properties": {
      "source": "Segment",
      "provider": "Branch",
      "name": "Cool Person",
      "likes": "baseball"
    "name": "changed_preferences",
    "interaction_type": "cdp"

Example Personalized Message Text

Hi {{name}}!

Are you ready for {{#eq likes "baseball"}}opening day?
{{ else }}the next big sporting event?{{/eq}}


Airship assigns tags to named usersA customer-provided identifier used for mapping multiple devices and channels to a specific individual. based on incoming identify events from Segment. You must create a segment-integration tag group to receive these tags. See how to add the tag group in the next section.

This integration supports boolean traits only. Airship adds or removes the trait key as a tag in the segment-integration group depending on the boolean value; we add tags for traits that are true and remove tags for traits that are false.

Example Segment Identify Event

  "userId": "jane",
  "type": "identify",
  "timestamp": "2019-06-12T22:21:33Z",
  "traits": {
    "new-customer": false,
    "order-completed-last-60-days": true

Example Airship Tag Change event

  "id": "00000170-cff9-7e5e-6a5a-21814f6b3a37",
  "offset": "1000031868729",
  "occurred": "2019-06-12T22:21:33Z",
  "processed": "2019-06-12T22:21:33Z",
  "device": {
    "named_user_id": "jane"
  "body": {
    "add": {
      "segment-integration": ["order-completed-last-60-days"]
    "remove": {
      "segment-integration": ["new-customer"]
    "current": {
      "segment-integration": ["order-completed-last-60-days"]
  "type": "TAG_CHANGE"

Create Your Segment Tag Group

To assign tags to Airship using identify events from Segment, you must set up an Airship tag group called segment-integration to capture Segment tags.

See also: Manage Tag Groups.

  1. Go to Settings » APIs & Integrations » Tag Groups.

  2. Click Create Tag Group and configure the fields.

    • Name: This name appears elsewhere in the dashboard, so choose something easily understandable and that describes the associated database, e.g., “Segment Integrations”
    • Description: The description should supplement the name, giving additional information about the tag group, if necessary. Be descriptive enough that anyone in your company would understand its source and purpose.
    • Group Key: Enter segment-integration. This permanent, unique ID is the text you will use when referring to your tag group in the API.

      Do not enable the Allow these tags to be set only from your server setting. Enabling this setting prevents Segment from setting tags in Airship.

  3. Click Save.


Attributes are set for identify calls without boolean-valued traits.

The integration maps Segment reserved traits to Airship predefined attributes:

Segment TraitAttribute NameAttribute IDAttribute Type
createdAtAccount Creationaccount_creationDate
emailEmail AddressemailText
firstNameFirst Namefirst_nameText
lastNameLast Namelast_nameText
nameFull Namefull_nameText
phoneMobile Phone Numbermobile_phoneNumber

The following example identify call assigns attributes to the named user jane. In this example, age maps to a predefined Airship attribute. The integration assumes that there is an attribute defined in Airship with the ID favorite_color.

Example Segment call
   "type": "identify",
   "traits": {
      "age": 30,
      "favorite_color": "purple"
   "userId": "jane"

For traits in the identify call that do not map to a predefined or customer-defined Airship attribute, you must create and enable the attribute in the Airship dashboard. Go to Audience »» Attributes in your project.

See Attributes for more detail.


Segment Personas let you to create unified customer profiles in Segment and activate audiences across marketing tools. This integration supports setting attributes with Segment Personas Computed Traits and Personas Audiences.

Create Computed Traits in Segment to set as Attributes

Segment automatically generates a Trait Key based off the Trait Name you specify when creating a Computed Trait. In order to successfully set the trait as an attribute make sure the Attribute ID matches the Trait Key when you create the attribute in Airship.

Example computed traits:
Trait NameTrait KeyAttribute NameAttribute IDAttribute Type
Most Viewed Page Categorymost_viewed_page_categoryMost Viewed Page Categorymost_viewed_page_categoryText
Application Opened Countapplication_opened_countApplication Opened Countapplication_opened_countNumber

Segment gives you the option to send computed traits data with the track and/or identify methods. You can select either, but you should not select both as both methods perform the same set attribute action. Selecting both types will result in multiple redundant calls.

Set Audience as an Attribute

To set the Personas Audience as an attribute on a named user, send the event as a track call.

Segment automatically generates an Audience Key based off the Audience Name you specify when creating an Audience. In order to successfully set the Audience as an attribute make sure the Attribute ID matches the Audience key when you create the attribute in Airship.

Example Audience Attribute:
Audience NameAudience KeyAttribute NameAttribute IDAttribute Type
Has Email Addresshas_email_addressHas Email Addresshas_email_addressText

Set Audience as a Tag

To set the Audience as a tag on the named user, send the event as a an identify call. Requires segment-integration tag group.

Troubleshooting your Segment Integration

Airship returns errors based on the events received as a part of this integration.

  • 400 Identify call has no traits. Cannot set tags or attributes.: The integration returns this error when the identify call is either missing traits or traits are empty, resulting in no Airship API calls to set tags or attributes.

  • 501 Unsupported call type: This integration supports only track and identify events from Segment. Airship reports any other event type as an error.

If you don’t see events in Airship, and you don’t see errors in Segment, make sure that your userId values in Segment exist as named users in Airship. Airship returns 200 OK when attributing events to named users, even if the named_user_id does not exist in Airship.