Last modified December 8, 2023 by Shelly Wolfe


Swrve is a multi-channel customer engagement platform that provides hyper-targeting and hyper-personalization in real-time to automate relevant moments of interaction that acquire, retain, and monetize customers.
The Swrve Web SDK for web browsers enables your web app to use all of these features. This guide contains all the information you need to integrate the SDK for your web app.
The code examples in this guide refer exclusively to Swrve Web SDK version 2.2+. If you are upgrading from an SDK older than version 2.2, please also refer to the SDK release notes to review major changes made to the SDK methods and APIs in all major versions.


  • The Swrve Web SDK is intended and tested for use with web browsers—mainly Chrome, Firefox, and Safari.
  • To use the Swrve Web SDK, you must generate a Web SDK API key in Swrve on the app’s Integration Settings screen. For more information, see Integrate your app.
  • The Swrve Web SDK is intended for tracking and targeting identified users across multiple channels and platforms, for example, web, mobile app, TV. Therefore, you must have your own means of generating and storing unique identifiers for the visitors of your site. For more information, see Tracking your users with Swrve User Identity.
  • If you download the SwrveSDK production bundle and include it via script tag, there are no additional dependencies.
  • If you want to compile the SDK bundle from source, you will need Node.js 10+ and Yarn 1.5+.

Installing the SDK

Swrve has an open source SDK repository. There are two options for downloading the latest public Swrve Web SDK:

  • Install the SDK using npm (node package manager).
    Run the following command: npm install @swrve/web-sdk.
  • Download the SDK from the GitHub public repository.

Initializing the SDK

Depending on your data requirements, Swrve stores all customer data and content in either our US or EU data centers. If your app uses EU data storage and URL endpoints (that is, you log into the Swrve dashboard at, include the EU stack information in the example below. If you have any questions or need assistance configuring the SDK for EU data storage, please contact

To initialize the SDK, create an instance before your application starts. Replace <app_id>, <web_api_key> and <external_user_id> with your app ID, Web SDK API key and unique external user ID.

External user ID

The external user ID is a non-discoverable key that identifies your user across multiple channels and platforms. To ensure app security, Swrve does not accept email or other personally identifiable information (PIIs) as the external user ID and rejects them on the server side. Before you implement the Identify service, please consult with your CSM at for some guidance on best practices to follow in your integration.

The external user ID should always be unique to each user. Using a shared external user ID across users may have adverse consequences on user segmentation, reporting, audiences, and QA device behavior.

Using the SDK bundle with a script tag

<script src="SwrveSDK.js"></script>
        appId: <app_id>,
        apiKey: "<web_api_key>",
        externalUserId: "<external_user_id>",
        //stack: "eu", **To use the EU stack, include this in your config **//
The .default is not necessary if you are using modules.

Using the SDK when installed from npm

When using ES5 modules, require the SDK as follows:

var SwrveSDK = require("@swrve/web-sdk");
    appId: <app_id>,
    apiKey: "<web_api_key>",
    externalUserId: "<external_user_id>",
    //stack: "eu", **To use the EU stack, include this in your config **//

Or you can import it it as an ES6 module:

import SwrveSDK from "@swrve/web-sdk";
    appId: <app_id>,
    apiKey: "<web_api_key>",
    externalUserId: "<external_user_id>",
    //** stack: "eu", **To use the EU stack, include this in your config **//

Push notifications

Use Swrve’s web push notification campaigns to send personalized messages to your website users.

Supported browsers

Swrve web push notifications are available on the following browsers and operating systems.

Browser Android iPhone Mac OS X Windows PC
Due to iOS limitations, we do not support web push on any browsers on iOS. Additionally, Mac OS does not support large images in web push notifications. If you include an image in your notification content, the web push still appears on Mac OS, but only includes the icon image.

Web push integration steps

This section covers how to integrate Swrve web push notifications with your website.

Our web push system makes use of service workers. These are files that run on the browser to receive particular messages and are attached to the domain. To operate successfully, the service worker file must be at the root of your website package. We provide the service worker in our package under the name SwrveWorker.js. If you are directly downloading our library, you can copy it directly in. If you are using a package manager like npm, you can include a script in your package.json to move it after a successful install.

  "scripts": {
    "postinstall": "mv node_modules/@swrve/web-sdk/dist/SwrveWorker.js SwrveWorker.js"

Push notification registration is disabled by default. To enable it, in the initialization config set autoPushSubscribe to true.

    appId: <app_id>,
	apiKey: "<web_api_key>",
	externalUserId: "<external_user_id>",
	autoPushSubscribe: true,
    serviceWorker: '../swrveWorker.js'

If you would prefer to start the registration yourself, do not include the autoPushSubscribe in your initialization config. Use with the following function instead:

/** In this example, we have two callback functions which can used to capture the status of the registration **/
var optionalOnSuccess = () => {
	console.log('Subscribed to push successfully');

var optionalOnFailure = (error) => {
	console.log('Failed to subscribe to push');

SwrveSDK.registerPush(optionalOnSuccess, optionalOnFailure);

To unregister for push, use the following function:

var optionalOnSuccess = () => {
	console.log('unsubscribed to push successfully');

var optionalOnFailure = (error) => {
	console.log('Failed to unsubscribe to push');

SwrveSDK.unregisterPush(optionalOnSuccess, optionalOnFailure);
The notification permission prompt that appears when first registering only appears once per browser for your end user. This prompt is a browser setting and not directly related to web push. When you unregister from web push, it simply stops messages from coming to that browser. If you run registration again, the permission prompt does not appear, but the user simply starts receiving notifications again.

Embedded campaigns

Swrve’s embedded campaigns give you complete control over how you deliver, handle, and display content on your app, while still letting you use our powerful audience targeting and event triggering system to deliver the campaign. This opens up scenarios where you can deliver JSON to your application, targeted to specific users, triggered by specific situations, like a campaign, and then use this JSON to custom render a visual in your own application code. For more information see Embedded campaigns. To implement embedded campaigns in your integration, pass the embeddedMessageConfig config object as part of inititalization. For example:

/** create your embedded callback */
    var embeddedbCallbackImp = (message, personalizationProperties) => {
      console.log(`embedded campaign with data: ${} and personalization properties: ${JSON.stringify(personalizationProperties)}`

    /** add it to an embedded config object */
    var embeddedConfig = { embeddedCallback: embeddedbCallbackImp };

    /** add it to your config on init */
      appId: <app_id>,
      apiKey: "<web_api_key>",
      externalUserId: "<external_user_id>",
      embeddedMessageConfig: embeddedConfig,

To use Swrve’s tracking, there are methods you can call within the embeddedCallback inside embeddedMessageConfig. Use these methods to send impression and click events for your own embedded campaigns and make use of Swrve’s targeting, segmentation, and goal tracking. For example:

var embeddedbCallbackImp = (message, personalizationProperties) => {
    /** if you want to track an impression event */

    /** The message object returns a list of strings representing the button options. */
    /** In this example, we are taking out the first button from the list and sending a click event */ 
    var buttonName = message.buttons[0];
    SwrveSDK.embeddedMessageButtonWasPressed(message, buttonName);

Embedded campaign personalization

Swrve provides built-in personalization support for embedded campaigns. Personalization in any kind of triggered campaign uses a set of custom properties you’ve implement in your app and then configured for realtime personalization in Swrve. For information about configuring these properties, see Manage user properties or contact your CSM at Once configured, the properties are immediately available for use in your embedded campaigns.

The Swrve SDK has direct access to the most recent version of the realtime user properties values in Swrve. When your app makes an embedded campaign callback, the contents of the personalizationProperties argument in the embedded message include the realtime user properties retrieved during the process of triggering the campaign.

Since the format of embedded campaigns depends on how you configured your app (for example, you might use JSON, XML, plain text), Swrve does not parse and process your embedded campaign content. Although the campaign editor lets you select realtime properties for personalization, it is your responsibility to inject the properties as part of your embedded campaign integration. To help make this process easier for you, we have provided the getPersonalizedEmbeddedMessageData API.

var embeddedbCallbackImp = (message, personalizationProperties) => {
   var resolvedMessageData = SwrveSDK.getPersonalizedEmbeddedMessageData(message, personalizationProperties); 

Message center campaigns

Use the following call to access embedded campaigns that have the message center flag set in the Swrve dashboard:

const campaigns = SwrveSDK.getMessageCenterCampaigns();
campaigns.forEach((campaign) => {
    // custom campaign handling

If you want to control when the message is shown, there is a showMessageCenterCampaign method. For example:

const campaigns = SwrveSDK.getMessageCenterCampaigns();

If you want to just mark the message as seen without displaying it, there is a markMessageCenterCampaignAsSeen method. For example:

const campaigns = SwrveSDK.getMessageCenterCampaigns();

Sending events

The Swrve SDK automatically sends certain events and also enables you to track user behavior by sending custom events. (For a list of default Swrve events, see About segment and audience filters, Events.) In turn, you can use app-generated events to trigger in-app messages on other platforms, while both app- and server-generated events help you define segments and perform in-depth analysis.

Custom events

To send a custom event, include the below example in a method where you want to send an event to Swrve.


Requirements for sending custom events:

  • Do not send the same named event with different case. For example, if you send tutorial.start, then ensure you never send Tutorial.Start.
  • Use a period (.) in your event names to organize their layout in the Swrve dashboard. Each ‘.’ creates a new branch in the Event name column of the Events report, and groups your events so they are easy to locate.
  • Do not send more than 1000 unique named events.
  • Do not add unique identifiers to event names. For example, Registration.Start.ServerID-ABDCEFG
  • Do not add timestamps to event names. For example, Registration.Start.1454458885
  • Do not use the swrve.* or Swrve.* namespace for your own events. This is reserved for Swrve use only. Custom event names beginning with Swrve. are restricted and cannot be sent.

Event payloads

You can add and send an event payload with every event. This allows for more detailed reporting around events and funnels.

Notes on associated payloads:

  • The associated payload should be a dictionary of key/value pairs; it is restricted to string and integer keys and values.
  • There is a maximum cardinality of 500 key-value pairs for this payload per event. This parameter is optional, but only the first 500 payloads are displayed in the dashboard. The data is still available in raw event logs.
  • If you want to use event payloads to target your campaign audiences, you can configure up to 10 custom events with a maximum of 20 payloads per event for audience filtering purposes. For more information, see Targeting your audience by event payloads.
     payload : {
        key1: "value1",
        key2: "value2",

For example, if you want to track when a user starts the registration experience, it might make sense to send an event named registration.start and add a payload time that captures how much time it took the user to complete the registration.

      name: 'registration.start', 
            payload: {
                time: '100',
                step: '5',

Custom user properties

The Swrve SDK sends certain user properties by default and also enables you to assign custom properties to update the user’s status. (For a full list of the default user properties, see Assigning user properties.)

For example, you could create a custom user property called premium, and then target non-premium users and premium users in your campaigns.

When configuring custom properties, the Swrve SDK only supports string values.

Example of group of user properties

	premium: "true",
	level: "12",
	balance: "999",

Example of date-typed user property

Use the Date object to send a DateTime user property; for example, the current date at the time of a user purchase:

     name: "last_purchase",
     date: new Date()

Virtual economy events

To ensure virtual currency events are not ignored by the server, make sure the currency name configured in your app matches exactly the Currency Name you enter in the App Currencies section on the App Settings screen (including case-sensitive). If there is any difference, or if you haven’t added the currency in Swrve, the server will ignore the event and return an error event called Swrve.error.invalid_currency. Additionally, the ignored events are not included in your KPI reports. For more information, see Add your app.

If your app has a virtual economy, send the purchase event when users purchase in-app items with virtual currency.

var item = "some.item";
var currency = "gold";
var cost = 99;
var quantity = 1;

In-app purchase events

To notify Swrve of an in-app purchase, use the function below. For Web, Swrve does not currently validate in-app purchases. If you want to build revenue reports for your app, you must validate the receipt on your side before sending it to Swrve. For more information on the arguments passed through, see the Swrve Events API.


var rewards = {}
rewards['Gold'] = { type: 'currency', amount: 200 };
rewards['Item'] = { type:'item', amount: 100 };

	cost: 12,
	local_currency: 'euro',
	quantity: 1,
	product_id: 'item_purchased'

Resource A/B testing

Integrating Swrve’s resource A/B testing functionality enables you to use Swrve to test how users respond to changes to the native app content. For more information about resource A/B testing, see Intro to resource A/B testing.

To get the latest version of a resource from Swrve using the Resource Manager, use the following:

var resourceManager = SwrveSDK.resourceManager()
var welcomeString = resourceManager.getAttributeAsString("new_app_config", "welcome_text", "Welcome!");

Or you can use the Swrve Resource instance API:

var resource = SwrveSDK.resourceManager().getResource("my.screen");
var welcomeString = resource.getAttributeAsString("welcome_text", "Welcome!");
var textSize = resource.getAttributeAsNumber("text_size", 14);

If you want to be notified whenever resources change, you can add a callback function as follows:

SwrveSDK.onResourcesLoaded = (resources) => {
    // Callback functionality

Testing your integration

After you’ve completed the above, the next step is to test the integration. For more information, see Testing your integration.

Upgrade instructions

If you’re moving from an earlier version of the Web SDK to the current version, see the Web SDK upgrade guide for upgrade instructions.