Last modified November 16, 2018 by Shelly Wolfe

Segmentation best practices

This article provides ideas about how to optimize segmentation of your app’s user base.

The key to segmentation is to identify the user behaviors that you want to change. Swrve’s analytic tools might highlight, for example, that few app users are converting, that reengagement is low or that many users are dropping off at a particular stage of app usage. You can use this data to identify the user segments that are in most need of attention. For example, if engagement is not an issue but conversion is low, create a segment for engaged, non-paying users.

Once you have created your segments, you can start to change the behavior of users in those segments by delivering to them unique and engaging content. Swrve enables you to leverage segments to target each user segment with highly customized messages, to A/B test on different segments and to monitor analytic data across segments.

Use the examples below to give you ideas about the types of segments to create. These segments are excellent starting points for recognizing user behavior and delivering alternate content to increase user Lifetime Value (LTV).

User Lifecycle segments

These segments target users in a certain stage of the user lifecycle.

New users

Use this segment to target users who have just installed your app, but may or may not have had a first session or use the app regularly. For example, users who installed the app but have not opened it, or users who installed the app and used it once on the day of install.

Evaluating users

Use this segment to target users who have used the main feature of your app a few times but not yet explored additional features. For example, users who have used the app two or three times within the last week, but haven’t progressed from there.

Engaged users

Use this segment to target users who are using the app regularly and familiar with all the features. For example, you could target users who have used the app at least four times within the past week, or shared at least once in the last week.

Bounced users

Use this segment to target users who installed the app and used the app once but have not been active since. For example, you could target users who have not been active between 4 to 30 days.

Lapsing users

Use this segment to target users who have lapsed from an active or engaged state. For example, you could target users who used the app multiple times but haven’t been active for between 8 to 30 days.

Disappearing users

Use this segment to target users who lapsed some time ago. For example, you could target users who used the app multiple times but have not been active for between 30 to 90 days.

Freemium app segments

These segments apply to apps that offer a ‘free versus premium’ business model.

Free or non-paying users

Use this segment to target free or non-paying users to promote special sales, deliver cross-promotion messages or A/B test for conversion. For example, you could request user reviews, deliver mid-end app sales or include offers to turn advertising off. Offer high-value in-app items for conversion, and use the segment in analytics to identify retention bottlenecks.

Converted or paying users

Use this segment to remove ads, deliver an easier app experience or promote higher-end sales. You can also identify important retention figures for users that matter. For example, target users that have performed some key conversion action, such as an in-app purchase or subscription.

Game-related segments

These segments can help you target different groups based on user spending, advancing users through your game or identifying problem areas that cause user drop-off.

Whales, dolphins, and minnows

This segment is based on user spending. Deliver free content to paying users, or offer similar content to what a user has bought. Monitor user behavior via the Funnels report and use the Trend Reports Charts to monitor KPIs such as average session length and retention to ensure that your high-value users are progressing through your app.


Use this segment to target users who have completed or nearly completed your game. Deliver interstitials for different titles, or offer up additional tools and gameplay content.

Level (1, 5, 10…)

Use this segment to identify key drop-off points, engagement points and potential sale/messaging opportunities.

Stuck players

User this segment to offer items if a user has spent an extended period of time in initial levels, or use this segment to view retention drop-off.

Cheaters or non-cheaters

Use this segment to help you to identify outlying data sent from cheaters. A cheater/non-cheater segment is not necessary for identifying true revenue if your development team have integrated your app with the valid_iap event on launch.

Other examples

Custom events

Select events that signal a change in the way your app is used. Tutorial_complete, Activity_done, and Store_open are examples of events that you can use to identify behavior that might make a user inclined to purchase or subscribe.

Next steps

  • Find information about segmentation. For more information, see Intro to segmentation.
  • Create a new segment. For more information, see Creating segments.
  • Find information about creating Trend Reports. For more information, see Trend Reports.
  • Find information about the Funnels report. For more information, see Funnels report.