Target Specific Users

Choose a recipient group based on tags, predefined segments, audience lists, and more.

When selecting your audience in the Message and A/B Test composers, you can Target Specific Users based on various target data.

See also: Targeting Your Audience and Target Specific Users: In-App Automation.


  1. Find target data via search or explore. Your selections appear under Targeted Audience. To remove a selection, click at the end of its row.

    • Search

      1. Enter a term in the search field, and select from the listed results. To filter results, click .
      1. (For attributes only) Set an operator determining how you want to evaluate the attribute: equals, does not equal, contains, etc.
    • Explore

      1. Select a data type, and select from the listed results to drill down to your desired target. You can enter a term in the Filter results search box to help narrow your choices.
  2. (Optional) Click Add another target to add more audience criteria.


    You can add multiple attributes, but you cannot combine attributes with any other data types, e.g., tags, device properties. Note: Restrictions on combining attributes with other audience selectors will be lifted in a coming release.

  3. Select ALL/ANY to determine how to evaluate multiple targets.

    • ALL = all criteria must be met (boolean AND)
    • ANY = any criteria must be met (boolean OR)

    By default Airship only includes audience members meeting ALL the conditions you select. For example, if you selected ALL, with tags “VIP” and “female,” you’d only reach female VIPs. If you selected ANY, you’d reach all VIPs and all females.

    You can create a segment to define more complex, nested logic.

Now you can complete the remaining steps in the composer.

Target Data

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. Learn more in Targeting Your Audience.

Data TypesSearchExplore
AttributesMetadata that you can use to group and target your audience. Attributes differ from tags in that when evaluating users with attributes, Airship uses operators, e.g., equals, less than/greater than, contains, before/after, to determine whether or not to target a user. Supported attribute types are TEXT, NUMBER, and DATE. 1
Audience ListRecipient groups based on either your own data or automatically generated app user lifecycle information. Audience lists help you target specific users.
Device IDA channel ID, named user ID, or device token.
Device PropertiesTags that represent the properties of a device, such as language and time zone settings, OS and browser versions, and notification opt-in status. Device property tags are stored automatically and can be used to target your audience.
Named UserA customer-provided identifier used for mapping multiple devices and channels to a specific individual.
Predicted to ChurnAnalyzes your audience for users that exhibit behaviors indicating they are likely to become inactive, and tags the users as High, Medium, or Low Risk.
SegmentReusable audience selection criteria. You can use segments when targeting an audience instead of recreating your audience selections every time you send a message.
Sender IDThe alphanumeric code that your SMS messages come from — like a phone number or name. Your audience subscribes to each individual sender ID they want to receive messages from. 2
TagsMetadata that can be associated with a channel or a named user for targeting. Tags are generally descriptive terms indicating user preferences or other categorizations, e.g., wine_enthusiast or weather_alerts_los_angeles. Tags are case-sensitive. and Tag GroupsAn array of tags that you can associate with both channels and named users.

1. Number and text attributes only. Use the API for number, text, and date attributes.
2. See: SMS Senders.


Lifecycle audience lists are not supported for web, email, SMS, or open channels.


Attributes are a new feature in Airship. Some aspects of the feature are under development as a part of our beta program. If you want to participate in the beta program, complete our signup form.

Currently in beta:

  • Targeting your audience using attributes
    • In the API:
      • You can target text, number, and date attributes.
      • Attributes can be combined with tags and audience lists.
    • In the dashboard:
      • You can target text and number attributes only.
      • You can combine multiple attributes, but attributes cannot be combined with other data types, e.g., tags and audience lists.

See our API Reference: