> For the complete documentation index, see [llms.txt](https://docs.digia.tech/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.digia.tech/digia-engage/start-here/core-concepts.md).

# Core Concepts

This page explains the vocabulary used across Digia Engage. It is written for anyone evaluating, planning, creating, reviewing, or supporting campaigns.

The model in one line: your campaign platform decides **who** sees an experience and **when**; Digia decides **what** appears inside the app.

***

## Customer Engagement Platform

A Customer Engagement Platform, or CEP, is the tool your team already uses to create campaigns, define audiences, and decide when messages should be sent. Digia Engage currently works with CleverTap, MoEngage, and WebEngage.

Digia does not replace your CEP. It works with it.

| Decision                                           | Handled in                                      |
| -------------------------------------------------- | ----------------------------------------------- |
| Which users should qualify                         | Your CEP                                        |
| Which event or journey should trigger the campaign | Your CEP                                        |
| What the in-app experience should look like        | Digia Engage                                    |
| What happens when the user taps a button           | Digia Engage, based on the action you configure |

***

## Campaign

A campaign is the full plan for showing something to users. It usually includes:

| Part           | Meaning                                                        |
| -------------- | -------------------------------------------------------------- |
| Audience       | The users who can see it                                       |
| Trigger        | The moment it can appear                                       |
| Experience     | The actual in-app UI                                           |
| Delivery rules | Limits such as frequency, schedule, priority, or test audience |
| Success signal | The behavior you want to measure after launch                  |

***

## Experience

An experience is the thing the user sees inside the app. Digia Engage supports four primary experience types.

| Experience type | What it is                                            | Common uses                                                      |
| --------------- | ----------------------------------------------------- | ---------------------------------------------------------------- |
| Nudge           | A bottom sheet or dialog shown above the app screen   | Offers, announcements, upgrade prompts, rating prompts           |
| Guide           | A tooltip or spotlight that points to part of the app | Feature discovery, onboarding, guided tours                      |
| Survey          | A feedback flow shown inside the app                  | NPS, product feedback, satisfaction checks, cancellation reasons |
| Inline          | Content placed inside the screen itself               | Home page carousels, feed cards, banners, promotional strips     |

Some experience types need your app team to prepare where they can appear. For example, Guides need known places they can point to, and Inline campaigns need prepared spaces inside the app layout.

***

## Audience

The audience is the group of users who can qualify for a campaign. Audience rules are configured in your CEP. Common examples include:

* Users who added an item to cart but did not purchase
* New users in their first session
* Users in a loyalty tier
* Users who have not tried a feature yet
* A small test segment before launch

***

## Trigger

The trigger is the moment when the campaign is allowed to appear. Trigger rules are also configured in your CEP. Common examples include:

* App opened
* Screen viewed
* Button tapped
* Purchase completed
* User entered a journey step
* User matched a segment

Digia Engage controls what appears after the trigger has been accepted.

***

## Personalization

Personalization lets one campaign feel specific to each user. For example, a bottom sheet can show the user's first name, a coupon code, an expiry time, or a plan name.

Plan personalization before you build the experience. Decide which values should come from the user's profile, what fallback text should appear when a value is missing, and which values need to be tested before launch.

***

## Testing

Testing means sending the campaign to yourself or a test audience before launch. A good test checks:

| Check                                    | Why it matters                                               |
| ---------------------------------------- | ------------------------------------------------------------ |
| The campaign appears in the right place  | Confirms the audience, trigger, and app setup are aligned    |
| The copy and layout look right           | Prevents clipped text, awkward spacing, or confusing actions |
| Personalization values resolve correctly | Avoids broken names, empty coupons, or missing fallback text |
| Buttons and links behave correctly       | Confirms the user can complete the intended action           |
| Frequency rules feel reasonable          | Prevents users from seeing the campaign too often            |

## Where to Go Next

| You want to...                   | Read next                                                                                              |
| -------------------------------- | ------------------------------------------------------------------------------------------------------ |
| Connect Digia Engage to your app | [Developer Guides](/digia-engage/developer-guides/developer-integrations.md)                           |
| Build and test a campaign        | [User Guides](/digia-engage/user-guides/guides.md)                                                     |
| Learn how Surveys work           | [Understanding and Building Surveys](/digia-engage/experience-guides/surveys/understanding-surveys.md) |