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Glossary

This glossary defines common terms used throughout the MovableInk Mobile SDK documentation.

A

AASA (Apple App Site Association)

A JSON file hosted on your domain that tells iOS which apps can handle universal links to that domain. For MovableInk integration, this file is configured by MovableInk at https://mi.yourcompany.com/.well-known/apple-app-site-association.

Android's deep linking mechanism that uses https URLs to open specific content in your app. Similar to iOS Universal Links.

Associated Domains

An iOS capability that must be configured in Xcode to enable Universal Links. You must add your MovableInk subdomain (e.g., applinks:mi.yourcompany.com) to your app's Associated Domains.

An Android file hosted on your domain that tells Android which apps can handle App Links to that domain. For MovableInk integration, this file is configured by MovableInk at https://mi.yourcompany.com/.well-known/assetlinks.json.

B

Behavior Events

User interactions captured in your mobile app (product views, searches, cart adds, purchases, etc.) that are sent to MovableInk to power personalized marketing content. These events help marketers understand user preferences and behavior.

C

Campaign

A marketing initiative created in the MovableInk platform that uses dynamic content, personalization, and/or behavioral targeting to engage users via email, mobile, or web channels.

Clickthrough URL

The final destination URL that a user is directed to after a MovableInk link is resolved. This can be a deeplink into your app or a web URL.

Creative Tag

A dynamic content block created in MovableInk Studio that generates personalized content when rendered in an email. Creative Tags can include product recommendations, personalized images, countdown timers, and more.

D

DaVinci

MovableInk's AI-powered personalization engine that uses machine learning to deliver product recommendations and personalized content based on user behavior across email and mobile touchpoints.

Deeplinking

The practice of using a URL to open a mobile app directly to a specific piece of content (e.g., a product page, category, or article) rather than just launching the app to its home screen.

Deferred Deeplinking

A technique where a deeplink is preserved through the app installation process. If a user clicks a deeplink but doesn't have your app installed, they're sent to the App Store/Play Store. After installation, the app can retrieve the original deeplink and navigate to the intended content.

E

ESP (Email Service Provider)

The platform your marketing team uses to send emails (e.g., Salesforce Marketing Cloud, Braze, Iterable). MovableInk integrates with ESPs to deliver personalized content in email campaigns.

I

In-App Message

An HTML-based message displayed within your mobile app, typically triggered by user actions or marketing campaigns. MovableInk's SDK can display these messages and capture user interactions.

Intent Filter

An Android manifest declaration that specifies which URLs your app can handle. Required for App Links (deeplinking) functionality.

M

MIU (MovableInk User ID)

A unique, non-personally-identifiable identifier that links your app users to their marketing profile in the MovableInk platform. The MIU must be:

  • Unique per user
  • Consistent across email and mobile touchpoints
  • URL-friendly (no special characters)
  • Not personally identifiable information (not an email address, name, etc.)

Most companies use a UUID or hashed customer ID as the MIU.

A URL in the format https://mi.yourcompany.com/p/... that appears in marketing emails. These links can resolve to deeplinks, capture user engagement, and adapt based on real-time data.

MovableInk Subdomain

Your organization's unique subdomain where MovableInk links are hosted (e.g., mi.yourcompany.com). This subdomain must be configured by MovableInk and is used for all deeplinking.

S

Studio

MovableInk's content creation platform for email marketing. Marketers use Studio to create dynamic, personalized email content including Creative Tags, product recommendations, and more.

T

Tactics

Pre-built campaign templates in the MovableInk platform that marketers can use to quickly create common types of personalized content (e.g., abandoned cart emails, product recommendations, etc.).

U

iOS's deep linking mechanism that uses https URLs (rather than custom URL schemes) to open specific content in your app. Universal Links work seamlessly whether the user has your app installed or not.

URL Scheme

A custom URL protocol (e.g., myapp://) that can be used to open your app. While MovableInk primarily uses Universal Links/App Links, custom URL schemes can also be configured for deeplinking.