Overview of Push Campaigns

Facebook Analytics lets you send push and in-app notification campaigns to segments of people based on the actions they've taken in your app. These actions are logged as app events, which you can use to build push and in-app notification campaigns.

It's free to send push campaigns and you don't need to use Facebook Login.

You can use push campaigns to automate your marketing and engage your audience continuously.

Integrating Facebook App Events

To send push campaigns, you need to add support for Facebook App Events to your app. You can use the built-in events provided in the SDK or log your own custom events. To get started quickly, follow our simple Quickstart guide.

Once you've set up app events, you'll be able to see them in the Event Debugging view in the Activity section of Facebook Analytics. Now you're ready to start building push campaigns by creating segments.


You can better understand your audience by creating segments of people based on the actions they take in your app. For example, you can create a segment of people who search for "New York" in your travel app, or a segment containing your top 10% of purchasers based on the value of their purchases. Learn more about segments and how they can be used in Facebook Analytics.

In push campaigns, you can use segments to target your campaigns to specific groups of people using your app.

Campaigns can't be targeted to audiences based on demographics, or install source.

Segment Processing Time

Once you create a new segment, our service immediately starts to process the segment and populate it with the correct device IDs. This process can take a few minutes for large segments with many events.

It's highly recommended that you create any segments that are important to you or that you'll use frequently in advance of any campaigns that you wish to run.

Segments in Facebook Analytics that contain demographic information aren't available for use in push campaigns.

Learn more about segments and how they're used in Facebook Analytics.

Push Campaign Types

There are two types of push campaigns in Facebook Analytics:

Push Notifications

Push notifications generally appear on the lock screen of a device, but they may also appear in a banner or other format, depending on the device. You can add a deep link to a push notification that opens up a specific experience in your app.

In-App Notifications

In-app notifications use rich media—such as photos, animated GIFs, emoji and more—to help you create engaging experiences that people receive directly in your app.

The mobile SDKs for In-app notifications are open sourced on GitHub to offer even greater flexibility.

One-Time and Continuous Campaigns

One-Time Campaigns

One-time campaigns are sent only once to a specific segment. You can set them up to be delivered immediately or scheduled for a specific time that you decide.

For example, a gaming app may want to reward players with a coupon code if they've finished level 7 in the last 28 days. The app developers can create a segment of people based on the "Level Achieved" app event (with the parameter value of "7") being logged during that time period. Then they can create a one-time push campaign that gets sent to any people in that segment. As new people finish level 7 and join the segment, they will also receive the push notification with the coupon code. As your segment grows, so does your audience for this one-time campaign.

Continuous Campaigns

Continuous campaigns allow you to send push and in-app notifications on an ongoing basis depending on when people are included or excluded from the segment you choose. You can specify 2 types of criteria that determine how these campaigns are sent:

  • Conditions that include people in the audience for the campaign
  • Conditions that exclude people from the audience for the campaign

For example, a gaming app may want to send a push or in-app notification to people who can't finish level 6 in less than 24 hours. The condition that includes people in the audience would be defined by anyone who achieves level 6. The condition that excludes people from the audience would be defined by anyone who achieves level 7.

More on Push Campaigns

Find answers to the most frequently asked questions (FAQs) from developers using push campaigns.