✨ New to campaigns? Start with Introduction to Campaigns for an overview of benefits and types.
Campaigns in Badge let you deliver timely, high-impact messages to your audience through:
Push notifications → Appear on lock screens or inside the Wallet pass.
Pass changes → Visual updates that reinforce your message inside the pass.
Use both together for maximum impact.
🛠 What You Can Do With a Campaign
Promote limited-time offers
Drive in-store redemptions or event check-ins
Encourage RSVPs or referrals
Announce new features or perks
…and more!
1. Start With a Strong Push Notification
Push notifications have no hard character limit, but keep truncation in mind when writing. iOS lock screens show roughly 60 characters, and Apple Wallet displays 40 to 50 characters per line with around 150 total. The full message always appears on the back of the pass for 24 hours or until the campaign ends, so front-load the most important information.
Lead with the action you want the user to take:
📣 “Get 10% off in-store, scan your pass today”
🎉 “Join us Saturday for the alumni event! Tap your pass to RSVP.”
If the next step requires opening the pass, hint at it:
📲 “Tap your pass to view full offer details”
2. Update the Pass to Reinforce the Message
A great notification grabs attention. A great pass update keeps it top-of-mind.
Recommended updates:
Cover image → Add promo visuals (GIFs supported on Google Wallet)
Front fields → Show offer title, expiry, or promo text.
Back of Pass → Add links, full instructions, or extended copy.
Barcode/QR code → Swap for time-sensitive redemption offers.
👉 Pro tip: Add action cues like “See back of pass for details” to cover image or front fields.
Examples:
Campaign Pass Design Change - Cover Image
Campaign Pass Design Change - Barcode and Offer
Campaign Pass Design Change - CTA below barcode
3. Recipients and Review
Before configuring your audience, think about your campaign goal. Sending to all active pass holders maximizes reach but can dilute relevance. Targeting a specific segment, such as a loyalty tier or attribute, tends to drive stronger engagement and makes it easier to measure results.
Within the campaign configuration, you can choose to send to all active pass holders at the time the campaign launches, or use the Filter Users option to define a specific segment by attribute. Before saving, you'll see a preview of eligible recipients so you can confirm the audience looks right before sending.
4. Campaign Priority & Expiration
If two campaigns overlap, the most recent campaign supersedes the earlier one.
When the newer campaign expires, the pass automatically falls back to:
The earlier campaign, if it’s still active.
Otherwise, the default pass template.
5. Understand Apple vs. Google Wallet Behavior
Feature | Apple Wallet | Google Wallet |
Lock Screen Preview | Shows ~60 characters | Shows generic “You have a new message” banner |
Full Message Display | In Back of Pass (24h or campaign duration) | In Pass Details via tappable banner |
Tap Behavior | Open pass → menu → Pass Details | Tap banner/modal → Pass Details |
Visual Support | Static images | Animated GIFs supported on cover |
💡 On Android, a modal appears over the pass; tapping it goes straight to the message.
💡 On iOS, users must open the pass and tap into Pass Details — use visual cues to train users where to go.
6. Measuring Campaign Success
When setting up a campaign, you'll have the option to set a goal or skip it for now. Goals connect your data via API to track conversions, sales, redemptions, or custom events, and Badge will surface the results directly in your campaign dashboard. You can always add or update a goal from campaign settings after launch.
Even without goal tracking configured, link clicks are available out of the box. Add links to the back of the pass and Badge will report click activity throughout the campaign period.
Note that open tracking isn't available for wallet push notifications, so link clicks and conversions are your two primary performance signals. To get started, click Set Up Goal Tracking API within the campaign setup or contact support.
7. For API Users: Push + Pass Update Workflow
When using the pass.sendPushNotification endpoint, notifications are sent per pass, so you'll need to send to each pass ID individually. Batching is recommended for large audiences. You can combine this with pass.update to simultaneously update the cover image or pass fields.
A few things to keep in mind on throttling:
Google limits push notifications to 3 per pass within a 24-hour window.
Apple has no hard cap, but over-sending is a fast way to train users to ignore your notifications, so treat each send as intentional.
Message content follows the same truncation rules as the UI, roughly 60 characters visible on the lock screen with the full message available in Pass Details.
Looking for inspiration?
See how other brands are putting campaigns to work. Check out the Campaigns Hall of Fame for real examples and inspiration.