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With Appcues, you can create and launch experiences for your users without needing a developer. These experiences can support users during onboarding, assist users in leveraging newly released product features, or be a friendly reminder for support resources. What allows Appcues to have an impact on users is targeting. Targeting makes sure that users are seeing experiences relevant to their needs.

Targeting experiences to users is achieved when information is passed into Appcues, and flow settings are set to show content to users that meet specified conditions. The information shared with Appcues can be user properties and/or events. They represent all of the data that Appcues collects and can use about your users and application.

User properties are attributes you send to Appcues from your product about your users. They are the “adjectives” that describe your users. Examples include things like Name, Email Address, Company, Role, Created Date, etc.

Events are the 'actions' users perform in your application, which are tracked via Appcues. They are manually set up (“tracked”) in your application and sent over to Appcues. Common examples are “Invited a teammate”, “Updated account information”, “Logged in”, etc. Tracking events allows you to surface content when a user has or has not completed certain actions or tasks that are key to becoming a successful user of your application.

Passing user properties and events allows Appcues to specifically target content to users based on who they are (user properties) or where they are in their customer lifecycle (events a user has or hasn't completed). If you're interested in learning more about using properties and events for targeting, this doc is a great resource!