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How to prepare for the migration from the MEP to the CEP? (for CRM teams)

Learn how to prepare your data, segments, and campaigns to ensure a seamless transition from the MEP to the CEP.

Migrating from the Mobile Engagement Platform (MEP) to the Customer Engagement Platform (CEP) is a major step forward. It allows you to manage all your engagement channels (push, in-app, email, web push) from a single dashboard, powered by a unified user profile and real-time orchestration.

While the technical migration (SDKs, APIs, connectors) is handled separately, this guide focuses on what operational teams need to do to get ready for the switch.

If you are looking for the technical migration checklist, you will find it here.


1. Validate your data and tagging plan

Once your user profiles are synchronized, the first step is to validate your data. From the Profile Data section, you can now check which attributes and events are available for each platform (Android, iOS, Web).

Each data point includes a source indicator by platform. Make sure that your key events (such as session starts, purchases, and subscriptions) are consistent across all platforms.

Validated data will be available for segmentation and trigger automations later.


2. Create shared labels across all platforms

Labels in the CEP are cross-platform. This means a single label can be used from Mobile and Web pushes to Email or SMS, making campaign organization and reporting much simpler.

Navigate to the Labels tab and recreate your existing labels there. You will be able to filter, group, and report on campaigns more easily than before.

Why labels matter Labels are key to keeping your campaigns organized and measurable. They let you classify, search, and report across all campaigns, regardless of channel or platform. Well-structured labels also power cross-platform analytics and simplify capping and performance tracking. Learn more about label management in the Labels documentation.


3. Define cross-platform capping rules

Once your labels are ready, it is time to define your capping rules. Capping now works across all platforms, ensuring users won’t receive too many notifications regardless of the device they use.

You can create your new rules in the Capping tab.


4. Create dynamic segments for recurring audiences

Segmentation has been completely redesigned in the CEP. You can now create dynamic segments that automatically update based on real-time user data. These segments can then be reused across multiple campaigns or automations.

  1. Go to the Segments tab.

  2. Create your audiences using the filters and attributes you validated earlier.

  3. Save them for recurring use in campaigns.


5. Set your delivery speed (Send Rate)

The Send Rate (delivery speed) sets the maximum speed at which your messages are sent. It works like a speed limiter, ensuring the system never sends faster than the configured rate. The actual speed may vary depending on system load or network conditions. This helps you manage server load and control pacing during large-scale message sends.

You can adjust the send rate from the Push Settings tab when creating or editing a campaign.


6. Replicate your recurring campaigns to the CEP

Recurring automations created in the MEP can be easily migrated to the CEP. Use the Replicate on CEP button available in your MEP campaign forms.

Once replicated, you will be able to manage these campaigns directly in the new dashboard, using the unified CEP interface.


7. Replicate your trigger automations to the CEP

Trigger automations are now orchestrated from the Omnichannel section of the dashboard.

Trigger automations previously created in the MEP can now be directly migrated to the CEP. To do so:

  1. Go to the Automations V1 tab and open the trigger automation you wish to migrate.

  2. Click the Actions drop-down menu in the upper right corner.

  3. Select Replicate in CEP.

Once replicated, you will be able to manage your automations from the Omnichannel section of the dashboard, using the full CEP orchestration capabilities.

When migrating your push automations from the MEP to the CEP, avoid copying and pasting message content that contains personalization variables (e.g., u.optin_compositionbox_pushnotif, triggerEventAttr, etc.).

The CEP uses a different syntax and variable engine. If you copy/paste MEP content directly, your personalization rules (conditions, variables, or fallback values) will not display correctly during tests or live sends.

✅ What to do instead

  • Reinsert all personalization variables manually using the Insert Variable button in the CEP editor.

  • You don’t need to modify or remove prefixes, such as u. because these were part of the MEP’s template language and are handled differently in the CEP.

  • Ensure the attributes you use exist in your CEP data model. Native attributes now use the prefix b. (for example: b.my_native_attribute).

For a full overview of what is and is not transferred during replication, visit the Trigger Automation Replication guide.


8. Replicate your In-App automations to the CEP

In-App automations created in the MEP can now be directly migrated to the CEP. Use the Replicate on CEP option available in the Actions menu of any running or stopped MEP In-App automation.

The tool automatically maps the following elements across MEP and CEP:

  • Targeting (country, language, custom attributes, event targeting, native attributes)

  • Trigger event and timing

  • Capping and grace period

  • Message content, advanced settings, tracking ID, and actions

  • A/B tests and multi-language setups

Once replicated, the automation is tagged "Migrated" for easy tracking, and can be managed directly from the Omnichannel section of the dashboard.

For a full overview of the new In-App features and capabilities, see the In-App documentation.


9. Review the final checklist before launching campaigns

✅ Validate your tagging plan ✅ Create shared labels ✅ Define capping rules ✅ Build dynamic segments ✅ Set your delivery speed ✅ Replicate recurring campaigns ✅ Recreate triggers in Omnichannel ✅ Prepare new In-App templates

Once these steps are complete, you are ready to launch your first campaigns on the CEP.


Next steps:

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