Last modified June 14, 2021 by John Mcgrath

Movable Ink

Movable ink logoMovable Ink is a cloud-based software platform that offers digital marketers a way to create compelling visual experiences. The Movable Ink platform activates any data into real-time, personalized content in any customer touchpoint.


  • An active Movable Ink account.
  • To support rich media push notifications, your app must be running a minimum version of Swrve SDK 4.11. We recommend upgrading your app to the most recent SDK version.
  • For iOS apps, you must also add a service extension in your SDK integration. For more information, see the iOS integration guide.
  • To support personalized in-app messages, your app must be running a minimum version of Swrve iOS SDK 7.0.0, Android SDK 7.5.0, and Unity SDK 8.0.0.

Include Movable Ink content in supported Swrve campaigns

Swrve supports including Moveable Ink content in push notification and in-app message campaigns. You must first create the campaign content in Movable Ink, get the image source URL, and then reference the URL in your Swrve campaign content.

Create a campaign in Movable Ink

  1. From the Movable Ink home screen, create a campaign and select Push or In-App Messaging as your channel.
  2. Start creating your blocks of content by uploading static image assets, selecting reusable blocks of content from the Media Library, or by creating new content using an App from your App Library.

For more information on using Movable Ink to create content, visit the Movable Ink Support Center.

Get the Movable Ink image source URL

  1. Once you’ve configured your Movable Ink campaign, go to the Finish & Export tab to export your creative tag.
  2. Copy the Image URL (the src of the img tag) from the creative tag.

Image Source URL

Insert image source into Swrve campaign

To include the Movable Ink image URL in your Swrve campaign, on the builder page of the campaign, select the Content block.

Push notifications

  1. On the Content screen, enter the image source URL in the Image URL (multi-platform campaign) or Media URL box (iOS only campaign).
  2. Alternatively, use the image URL for platform-specific media.
    • iOS: Select Add iOS-specific media, then enter the URL in the URL box.
    • Android: Select Android options, then enter the URL into the Large icon or Extended icon URL box.

Select URL and enter Movable Ink image URL

In-app messages

  1. On the Content screen, in the Background section, select URL and then enter the image source URL in the URL box.
  2. If optimizing for different screen sizes, insert the container height and width properties in the image source URL. For more details, see Optimize images for different screen sizes below.

Select URL and enter Movable Ink image URL

Personalize Swrve campaigns using Query Parameters

Use Swrve’s dynamic user properties with Movable Ink’s query parameters to personalize images in your push notifications and in-app messages and transform your campaigns into highly personal experiences for each consumer.

Create dynamic fields and define query parameters in Movable Ink

  1. When creating a campaign in Movable Ink, select Add Dynamic Fields.
  2. In the Dynamic Fields panel, set your query param and dynamic field using the Swrve personalization syntax, ${user.<user_property_key>}. Note that Swrve overrides the dynamic field value with the appropriate user property value when sending the push notification or downloading the in-app message content. Add dynamic field in Movable Ink
  3. Select Add Target, and add a targeting rule using the Dynamic field rule type and dynamic field you created. For more information on using query parameters in targeting rules, see Contextual targeting rules examples.
    Add query param targeting rule
  4. Copy the image source URL, complete with the dynamic field.
    Merge tag URL with query parameter

Personalize the image source URL in your Swrve campaign

Enter the Movable Ink image source URL into the appropriate URL box as described above in Insert image source into Swrve campaign.

Optimize images for different screen sizes

Swrve auto-scales in-app message content uploaded directly into the dashboard to optimize messages for different screen sizes. When adding images to your in-app campaign via URL, you can mimic the auto-scaling behavior using Movable Ink’s query parameters and Swrve’s dynamic container properties. For more information on Swrve’s dynamic container properties, see In-app messages.

  1. Follow the steps from Create dynamic fields and define query parameters in Movable Ink to add width and height fields with values ${container_width} and ${container_height}, respectively.
    Adding height and width dynamic keys in Movable Ink
  2. Select Add Target, and add targeting rules using the width and height dynamic fields you created. Set specific values or value ranges for one or all pieces of dynamic content. Movable Ink targeting rules for width and height dynamic fields
  3. Upload the image asset corresponding to the content block’s width and height target ranges. For example, an image with resolution 1200 X 1949 pixels (width X height) would be appropriate for the target ranges shown in step 2.
    Add image asset corresponding to the content block's targeting rules
  4. Copy the image URL source, complete with the dynamic fields Copy image source from Movable Ink
The Swrve SDKs scale down images with height and width values exceeding the container’s height and width, so the downloaded image fits within the image container you defined when creating the campaign.  While not required, optimizing images using dynamic fields can help reduce the size of the images downloaded and stored on lower resolution devices. For help defining the size ranges for in-app message content created in Movable Ink, contact your CSM at

Add fallback content to your personalized campaign

By default, Swrve doesn’t send a personalized push notification or display an in-app message to a user if they’re missing the value for the selected property. To send the notification or display the in-app message, use static fallback text in place of any missing property value. Furthermore, you can link that fallback text value to fallback content when creating your Movable Ink campaign.

Create fallback content in Movable Ink

Create an additional target using the Query param rule and set the value to “fallback“. Set dynamic field to fallback

Apply the fallback value to your Swrve campaign

There are two options for adding fallback text to the Swrve query parameter in your campaign.

Enter text manually using Swrve’s fallback syntax

In your Swrve campaign, update the Swrve query parameter that you added as a dynamic field in Movable Ink to include a fallback value using Swrve’s fallback syntax. For example: ${user.favorite_team|fallback=”fallback”}.
query parameter fallback value

Insert fallback value using Swrve’s Insert Property dialog

  1. Alternatively, you can set a fallback value by removing the Swrve query parameter you added as a dynamic field within Movable Ink and selecting Insert property .
    Insert user property
  2. To set the fallback value, select property fallback support and Add custom text, then set the value to “fallback”. Add custom fallback text

In the above example, “fallback” is used as an example static value. You can set any desired value as your static fallback text, as long as it does not match any other possible value for your user property, or is not being used as a value in any other targeting rule.

Using Movable Ink deeplink URLs

Movable Ink campaigns generate tracking URLs to record push notification and in-app message engagements. To keep the user in the app after they engage with a push notification or in-app message, Movable Ink recommends using to convert these tracking URLs into multi-platform deeplinks. For more information, see the Movable Ink – In-App Messages guide.

If you do not need to track clicks in Movable Ink, you can set up deeplinks using a static URL in Swrve.