Jinja Templating Language

MoEngage Templating Language is based on Jinja, the popular and simple templating language that enables you to have the highest degree of control over your customization and personalization requirements.

MoEngage currently supports Jinja version 3.1.

Variables

Variables can also be expressions, which evaluate a new variable. Anything inside double brackets is evaluated and inserted into the final content. Often a variable is a collection of attributes. In the MoEngage email template, these attributes can be accessed using a dot operator: Jinja

Or with a subscript notation: Jinja

[]

To insert variables, enclose them in double braces. For example, to insert the user attribute labeled F**irstName: Jinja

{{UserAttribute['First Name']}}

For example, U**serAttributes is a collection of all attributes belonging to the current user. If you want to insert the value of the attribute F**irstName, use the following code: Jinja

Welcome, {{UserAttribute['First Name']}}

It is recommended to use the subscript notation when using Jinja.
If the defined attribute that you are using contains spaces, you must use the subscript notation. For example:
```
Welcome, {{UserAttribute['First Name']}}
```

Expressions

MoEngage supports basic expressions everywhere. Expressions can be used to create variables from other variables or expressions, such as by performing mathematical, logical, or other operations. To use Expressions or Statements, enclose them as follows: Jinja

{% %}

MoEngage Personalization Objects

MoEngage provides several special objects that you can use to personalize your templates with dynamic data.

Product Set

Product Set refers to an array of product data associated with a user’s action, such as “Product Viewed” or “Added to Cart”. You can loop through this data to display product names, images, prices, and other attributes.

Recommendation

Recommendation provides access to product recommendations generated for a specific user. This allows you to personalize campaigns with dynamically suggested items based on user behavior or collaborative filtering.

Auxiliary Data

Auxiliary Data allows you to pass additional, contextual data at the time of sending a campaign, often through an API trigger. This is useful for including transactional details like order IDs, flight numbers, or any other information that is not stored as a user or event attribute.

Content API

Content API enables you to fetch live, real-time data from external APIs directly within your template. This is powerful for including dynamic content that changes frequently, such as live sports scores, stock prices, weather updates, or real-time inventory levels.

Literals

Literals are the simplest form of expression. Literals represent variables such as strings and numbers. The following literals exist:

Literal	Description
“Hello World”	Everything between two double or single quotes is a string. They are useful whenever you need a string in the template (e.g. as arguments to function calls and filters, or just to extend or include a template).
42 / 42.23	Integers and floating-point numbers are created by just writing the number down. If a dot is present, the number is a float, otherwise an integer. Keep in mind that 42 and 42.0 are different (int and float, respectively).
[‘list’, ‘of’, ‘objects’]	Everything between two brackets is a list. Lists are useful for storing sequential data to be iterated over. For example, you can easily create a list of links using lists and tuples for (and with) a for loop: `<ul>` `{% for href, caption in [ ('index.html', 'Index'), ('about.html', 'About'), ('downloads.html', 'Downloads') ] %}` <li>``<a href="{{ href }}"> `{{ caption }}` </a>``</li> `{% endfor %}` `</ul>`
{‘dictionary’: ‘of’, ‘key’: ‘and’, ‘value’: ‘pairs’}	A dictionary combines keys and values. Keys must be unique and always have exactly one value. Dictionaries are rarely created, but they’re used when reading data from other sources.
true/false	true is always true, and false is always false.

Math

MoEngage allows you to calculate with values. The following operators are supported:


Operator	Description
+	Adds two objects together. Usually, the objects are numbers, but if both are strings or lists, you can concatenate them this way.
-	Subtract the second number from the first one. `{{ 3 - 2 }}` is 1.
/	Divide two numbers. The return value will be a floating-point number. `{{ 1 / 2 }}`is `{{ 0.5 }}`.
%	Calculate the remainder of an integer division. `{{ 11 % 7 }}` is 4.
*	Multiply the left operand by the right one. `{{ 2 \* 2 }}` would return 4.

Comparisons


Operator	Description
==	Compares two objects for equality.
!=	Compares two objects for inequality.
>	True if the left-hand side is greater than the right-hand side.
>=	True if the left-hand side is greater than or equal to the right-hand side.
<	True if the left-hand side is lower than the right-hand side.
<=	True if the left-hand side is lower or equal to the right-hand side.

Logic

For if statements, filtering, and if expressions, it can be useful to combine multiple expressions:


Operator	Description
and	Return true if the left and the right operands are true.
or	Return true if the left or the right operand is true. Or can also be used to deal with default values. For example, the following will return the user’s name if it exists; otherwise, it will return the user’s email: `{{ UserAttribute.name or UserAttribute.email }}`
not	Negate a statement
(expr)	Group an expression.

Expression Tests

Tests can be used to test a variable against a common expression. To test a variable or expression, add is and the name of the test after the variable. For example, to find out if a variable is defined, you can do “name is defined”, which will then return true or false depending on whether the name is defined in the current context of the template. Tests can also accept arguments. If the test only takes one argument, you can leave out the parentheses. For example, the following two expressions do the same thing: Jinja

{% if loop.index is divisibleby 3 %}
{% if loop.index is divisibleby(3) %}

For more information, refer to Jinja Pallets.

Comments

To comment out part of a line in a template, use the comment syntax, which is by default set to {# ... #}. This is useful to comment out parts of the template for debugging or to add information for other template designers or yourself: Jinja

{% # note: commented-out template because we no longer use this
{% for user in users %}
...
{% endfor %}
# %}

Assignments

Inside code blocks, you can also assign values to variables. Assignments at the top level (outside of blocks, macros, or loops) are exported from the template like top-level macros and can be imported by other templates. Assignments use the set tag and can have multiple targets: Jinja

{
%
set navigation
=
[
(
'
index.html
'
,
'
Index
'
)
,
(
'
about.html
'
,
'
About
'
)
]
%
}
{
%
set key
,
value
=
call\_something
(
)
%
}

Conditional statements, loops

One can also use the custom variable with a loop; Tags control the logic of the template and can perform conditional statements, loops, macros, and so on. Sample Loop

{% set products = [{‘name’: ‘Nike’, ‘href’: 'https://www.example.com/nike'}, {‘name’: ‘Adidas’, ‘href’: 'https://www.example.com/adidas'}] %}
{% for product in
products
%}- __PROTECTED_9__
{% endfor %}

Sample condition {% if products %}
<p>The products are not empty.</p>
{% else %}
<p>The products are empty.</p>
{% endif %}

Escaping

It is sometimes desirable (even necessary) to have MoEngage ignore parts it would otherwise handle as variables or blocks. For example, if, with the default syntax, you want to use {{ as a raw string in a template and not to start a variable, you must use a trick. The easiest way to output a literal variable delimiter Jinja

{{

is by using a variable expression: Jinja

{{ '{{' }}

HTML Escaping

When generating HTML from templates, there is always a risk that a variable will include characters that affect the resulting HTML. It’s your responsibility to escape variables if needed. What to escape? If you have a variable that may include any of the following characters Jinja

>, <, &, or "

you must escape it unless the variable contains well-formed and trusted HTML. Escaping works by piping the variable through the Jinja

|e

filter: Jinja

{{UserAttribute['First Name']|e}}

Control Structures

A control structure refers to all those things that control the flow of a program:

conditionals (that is, if/elif/else)
for-loops
macros and blocks

With the default syntax, control structures appear inside Jinja

{% ... %}

blocks.

For

Loop over each item in a sequence. For example, to display a list of users provided in a variable called users: HTML

# Members

{% for user in users %}- {{ user.username|e }}
{% endfor %}

Within a for-loop, it’s possible to cycle among a list of strings or variables each time through the loop by using the special cycle helper: Jinja

{% for row in rows %}- {{ row }}
{% endfor %}

You can call variables that are defined outside of a loop from within a loop, but not the other way around.

If

In the simplest form, you can use it to test if a variable is defined, not empty, or not false: Jinja

{% if UserAttribute.interests %}
Your interests:

{% for interest in UserAttribute.interests %}- {{ interest|e }}
{% endfor %}
{% endif %}

For multiple branches, elif and else can be used too: Jinja

{% if UserAttribute.membership == 'Gold' %}
You are a Gold member!
{% elif UserAttribute.membership == 'Silver' %}
You are a Silver member!
{% else %}
Please become a member today!
{% endif %}

Working with Default Values

In the MoEngage email templates, when a message contains a null value, it will not be sent. Hence, we need to assign default fallback values to avoid such situations. In this example, if we don’t have the user’s location, this message would not be sent: Jinja

Welcome to {{UserAttribute['Location']}}

To ensure that messages are sent in such a situation, we need to provide a default fallback value that will be returned by the variable in case the value is null. MoEngage email template displays an overlay pop-up window that provides options to handle the situation where an attribute returns a null.

To ensure the message isn’t sent when an attribute value is missing, set the fallback value to Do not send if the variable is null. The MoEngage email template displays an overlay pop-up window with options for handling unsent messages.

The option selected by you will be automatically used while sending messages based on the value returned. If a default value is provided, then the personalized message looks like this: Jinja

Welcome, {{UserAttribute['First name']|default('Guest')}}

Alternatively, we can also use Jinja

{% set firstName = UserAttribute['First name'] %}
{% if firstName %}
Welcome, {{ firstName }}
{% else %}
Welcome!
{% endif %}

If you don’t want to send the message and if the value of the attribute is not found, you can use Jinja

Welcome, {{UserAttribute['First name']|default('MOE\_NOT\_SEND')}}

Custom JINJA Error Message

You can define custom error messages in your Jinja templates using the MOE\_NOT\_SEND tag. This feature allows you to specify a clear reason when a content personalization or delivery condition fails for a user. In the Error breakdown section of the campaign’s Analytics page, MoEngage tracks all users for whom the content personalization failed. The custom error message you defined, along with the count of users who triggered that specific error based on your campaign’s segmentation, is displayed here. Example 1: This example checks if the user’s brand attribute is Puma. If the brand attribute does not match, a custom error message is generated. Jinja

{% if (UserAttribute['brand'] == 'Puma') %}
Brand is Puma!
{% else %}
{% MOE\_NOT\_SEND("Brand name doesn't exist for user") %}
{% endif %}

Based on the condition defined, if the brand attribute is not Puma, the custom error, Brand name doesn’t exist for user appears in the Error breakdown section of the analytics page.

Example 2: This example uses a conditional logic to check for the presence of a first name and a last name. It provides a distinct error message for every failure scenario. Jinja

{% set has\_first\_name = UserAttribute['First Name] and UserAttribute['First Name']|length 0 %}
{% set has\_last\_name = UserAttribute['Last Name'] and UserAttribute['Last Name']|length 0 %}
{% if has\_first\_name and has\_last\_name %}
Hello {{UserAttribute['u\_n']}} {{UserAttribute['u\_ln']}}!
{% elif has\_first\_name and not has\_last\_name %}
{% MOE\_NOT\_SEND("Last Name doesn't exist for user") %}
{% elif not has\_first\_name and has\_last\_name %}
{% MOE\_NOT\_SEND("First Name doesn't exist for user") %}
{% else %}
{% MOE\_NOT\_SEND("Both First Name and Last Name doesn't exist for user") %}
{% endif %}

Example 2 has the following scenarios :

Success: If both names exist, the content is sent.
Scenario 1: If the last name is missing, the Last Name doesn’t exist for usererror appears.
Scenario 2: If the first name is missing, the First Name doesn’t exist for user error appears.
Scenario 3: If both first and last names are missing, the Both First Name and Last Name doesn’t exist for user error appears.

In this code, if the user is missing a first name, a last name, or both, the corresponding custom error (for example, “Last Name doesn’t exist for user”) will appear in the error breakdown section of the analytics page.

Jinja Filters (Functions)

The following are a few of the global functions supported by Jinja:

String Filters

Convert to Proper Case/ Title Case

This will allow you to convert a string to Title case. For example: Input: joHn doE Output: John Doe Jinja

{{UserAttribute['FirstName']|title}}

Capitalize First Letter

This will allow you to capitalize the first letter of each sentence in a string. For example: Input: joHn doE. his age is 20. Output: John doe. His age is 20. Jinja

{{UserAttribute['FirstName']|capitalize}}

Upper Case

This will allow you to convert a string to uppercase. For example: Input: joHn doE Output: JOHN DOE Jinja

{{UserAttribute['FirstName']|upper}}

Lower Case

This will allow you to convert a string to lowercase. For example: Input: JoHn doE Output: john doe Jinja

{{UserAttribute['FirstName']|lower}}

Replace a String

This will allow you to replace a part of a string with another string. For example, let’s replace “jo” in joHn with “ma”: Input: joHn doE Output: mahn doe Jinja

{{UserAttribute['Mobile Number']|replace(“jo”,”ma”)}}

Check if a String Contains a Substring

This will allow you to check if a string contains a substring. For example: Input String: Click on me now! Input Substring: now Output: true block Jinja

{% if "true" in UserAttribute['eligible'] %}
true block
{% elif "false" in UserAttribute['eligible'] %}
false block
{% endif %}

Number Filters

Add +91

This will allow you to replace a part of add “+91” to a mobile number. For example: Input: 9991119991 Output: +919991119991 Jinja

{{“+91” + UserAttribute['Mobile Number']|default('NA')}}

Consider 10 digits

This will allow you to consider only 10 digits of a mobile number. For example: Input: +919991119991 Output: 9991119991 Jinja

{{UserAttribute['Mobile Number'][-10:]|default('NA')}}

Integer Filters

Bit Length of Data

Returns the number of bits necessary to represent an integer in binary, excluding the sign and leading zeros. Jinja

int.bit\_length()

Conjugate of the Complex Number

Returns the conjugate of the complex number. Complex numbers are not supported, so int.conjugate() returns the number itself. Jinja

int.conjugate()

Float Filters

Identify whether the Float is a Finite Integer

Returns True if the float instance is finite with an integral value, and False otherwise. Jinja

float.is\_integer()

Hexadecimal String

Returns float represented by a hexadecimal string. The string may have leading and trailing whitespace. Jinja

float.fromhex(string)

Conjugate of the Complex Number

Returns the conjugate of the complex number. Complex numbers are not supported, so float.conjugate() returns the number itself. Jinja

float.conjugate()

List Filters

Occurrences of an Item

Returns the number of occurrences of the given item in the List. Jinja

list.count(item)

Lowest Index in the List

Returns the lowest index in the List where the given item is found within the slice s[start:end]. Optional arguments start and end are interpreted as in slice notation. Similar to str.index().
list.index() throws an error if index not within the List. Jinja

list.index(item[, start[, end]])

Remove Item at Index Position in the List

Returns the item at index position in List and also removes it from the List. If no index provided, returns and removes the last item in the list. list.pop() throws an error if index not within the List. Jinja

list.pop([index])

MoEngage currently supports all other standard functions of Jinja. If you want to learn more about standard functions in Jinja, refer to List of Global Functions.

Custom Functions

Date Time Functions and Formatters

Date Formatter - Converts any given date to the format mentioned in toFormat. > Usage{{'14/10/2020'|dateFormatter('%m/%d/%Y')}} Output: 10/14/2020 Date Difference - Returns the difference between 2 dates. Return values can be positive, zero, or negative. > Usage
> {{'12/10/2020'|days('14/10/2020')}} Output: 2 Today Function - Returns current date in the given format and timezone. > Usage (For a MM/DD/YYYY in EST Timezone){{'%m/%d/%Y'|today('EST')}} Output: 05/23/2024 Date and Time Formatter Function -

Format date and time - Converts any given date to the mentioned format.

> Method: > ```

dateTimeFormatter(toFormat=‘%Y-%m-%d %H:%M:%S %p’)

>
> Usage{{ "2012-01-19 17:21:00 CST" |dateTimeFormatter(toFormat='%Y-%m-%d %H:%M:%S %p')}} Output: 2012-01-19 05:21:00 PM

Timezone Conversion - Displays date and time in the respective Timezone, and adds the defined number of minutes to the time.

> Method: > ```

dateTimeFormatter(tzOffset=-330) dateTimeFormatter(timeZone=‘Asia/Kolkata’)

>
> Usage{{ "2012-01-19 17:21:00 CST" |dateTimeFormatter(tzOffset=-330)}}
> {{ "2012-01-19 17:21:00 CST" |dateTimeFormatter(timeZone='Asia/Kolkata')}} Output: 2012-01-19 11:51:00 AM
2012-01-19 22:51:00 PM

Within dateTimeFormatter filter, multiple methods can be used. For example, to display a user attribute in a particular format and user Timezone, the following code can be used.{{UserAttribute['First Seen']|dateTimeFormatter(toFormat='%Y-%m-%d %H:%M', timeZone='Asia/Kolkata',tzOffset=UserAttribute['User Time Zone Offset (Mins)'])}}
If both the timeZone and tzOffset methods are used, tzOffset is given priority irrespective of the sequence. If the tzOffset value is not available or is -1000, the timeZone method will be used.

For more formats, refer to: <https://strftime.org/>

Strikethrough Text

This will allow you to strikethrough the text. For example, you want to show the old price of a product in strikethrough. Input: Price USD 100 Output: Price USD ~~100~~ Jinja

Price USD ~~{{100}}~~

Content Break

This will allow you to loop through a list of items and have precise control over the loop’s execution. You can use continue to skip over certain items that you don’t want to fully process, and you can use break to stop the entire loop prematurely once a specific condition is met. For example, to display recent articles on a homepage, continue can skip “draft” articles, and break can stop the list after the first “featured” article, preventing the page from becoming too long. Jinja

{% for item in my\_list %}
BEFORE: {{ item }}
{% if item == continue\_condition %}
SKIPPING (simulating continue)
{% continue %}
{% endif %}
{% if item == stop\_condition %}
BREAKING
{% break %}
{% endif %}
AFTER: {{ item }}
{% endfor %}

Input

{
"my\_list": [
"apple",
"continue\_value",
"banana",
"stop\_value",
"cherry",
"date"
],
"continue\_condition": "continue\_value",
"stop\_condition": "stop\_value"
}

Output

BEFORE: apple
AFTER: apple
BEFORE: continue\_value
SKIPPING (simulating continue)
BEFORE: banana
AFTER: banana
BEFORE: stop\_value
BREAKING

When “stop_value” is encountered, the {% break %} statement stops the loop, and “cherry” and “date” are not processed.
When “continue_value” is encountered, the {% continue %} statement skips the rest of the code execution within the loop block for that specific iteration.

Encryption and Decryption

SHA 256 Encryption

Jinja now supports SHA 256 encryption in two ways: SHA256 with a Secret Key - Encrypts the string using SHA256 with the secret key > Usage (where 6ABC89W3XY9W is secret key){{UserEmail|convertToSHA256('6ABC89P3FXYW')}}
>
> Example
> Say you want to encrypt User’s Email ID on MoEngage using SHA256
> {%set UserEmail=UserAttribute['Email']%}{{UserEmail|convertToSHA256('6ABC89P3FXYW')}} SHA256 without a Secret Key - Encrypts the string using SHA256 > Usage{{UserEmail|convertToSHA256NoSalt()}}
>
> Example
> Say you want to encrypt User’s Email ID on MoEngage using SHA256
> {%set UserEmail=UserAttribute['Email']%}{{UserEmail|convertToSHA256NoSalt()}}

Base64 Encoding

Encrypts the string using Base64 encoding. > Usage{{UserEmail|base64encode}}

Base64 Decoding

Encrypts the string using Base64 decoding. > Usage{{UserEmail|base64decode}}

URL Encoding

Encrypts the string using URL encoding. > Usage{{UserEmail|urlencode}}

URL Decoding

Encrypts the string using URL decoding. > Usage{{UserEmail|urldecode}}

Other Operators

The following operators are very useful but don’t fit into any of the other two categories:

Operator	Description
in	Perform a sequence/mapping containment test. Returns true if the left operand is contained in the right. `{{ 1 in [1, 2, 3] }}` would, for example, return true.
is	Performs an expression test.

Getting Started

Guide

​Variables

​Expressions

​MoEngage Personalization Objects

​Product Set

​Recommendation

​Auxiliary Data

​Content API

​Literals

​Math

​Comparisons

​Logic

​Expression Tests

​Comments

​

​Assignments

​Conditional statements, loops

​Escaping

​HTML Escaping

​Control Structures

​For

​If

​Working with Default Values

​Custom JINJA Error Message

​Jinja Filters (Functions)

​String Filters

​Convert to Proper Case/ Title Case

​Capitalize First Letter

​Upper Case

​Lower Case

​Replace a String

​Check if a String Contains a Substring

​Number Filters

​Add +91

​Consider 10 digits

​Integer Filters

​Bit Length of Data

​Conjugate of the Complex Number

​Float Filters

​Identify whether the Float is a Finite Integer

​Hexadecimal String

​Conjugate of the Complex Number

​List Filters

​Occurrences of an Item

​Lowest Index in the List

​Remove Item at Index Position in the List

​Custom Functions

​Date Time Functions and Formatters

​Strikethrough Text

​Content Break

​Encryption and Decryption

​SHA 256 Encryption

​

​Base64 Encoding

​Base64 Decoding

​URL Encoding

​URL Decoding

​Other Operators

Variables

Expressions

MoEngage Personalization Objects

Product Set

Recommendation

Auxiliary Data

Content API

Literals

Math

Comparisons

Logic

Expression Tests

Comments

Assignments

Conditional statements, loops

Escaping

HTML Escaping

Control Structures

For

If

Working with Default Values

Custom JINJA Error Message

Jinja Filters (Functions)

String Filters

Convert to Proper Case/ Title Case

Capitalize First Letter

Upper Case

Lower Case

Replace a String

Check if a String Contains a Substring

Number Filters

Add +91

Consider 10 digits

Integer Filters

Bit Length of Data

Conjugate of the Complex Number

Float Filters

Identify whether the Float is a Finite Integer

Hexadecimal String

Conjugate of the Complex Number

List Filters

Occurrences of an Item

Lowest Index in the List

Remove Item at Index Position in the List

Custom Functions

Date Time Functions and Formatters

Strikethrough Text

Content Break

Encryption and Decryption

SHA 256 Encryption

Base64 Encoding

Base64 Decoding

URL Encoding

URL Decoding

Other Operators