Last modified June 4, 2015 by Shelly Wolfe

About User Lifecycles

If set as the default view, the User Lifecycle dashboard is the first screen displayed when you select an app on the Apps Overview screen. The User Lifecycle dashboard provides an out-of-the-box breakdown of your users against a standard app lifecycle covering six states of activity and inactivity. It also enables you to target users in each state with relevant in-app message, push notification or conversation campaigns.

The user states are defined by default as follows:

User State Description
New Includes users who only used the app once, within the last seven days.
Evaluating Includes users who used the app two or three times, and were active within the last seven days.
Engaged Includes users who used the app more than three times, and were active within the last seven days.
Bounced Includes users who used the app once, but weren’t active between 8 to 30 days ago.
Lapsing Includes users who used the app multiple times, but were last active between 8 and 30 days ago.
Disappearing Includes users who used the app one or more times, but were last active between 31 to 60 days ago.

You can customize the definitions of the user states in the User Lifecycle Settings screen. The focus of the user lifecycle is around three parameters:

  • The time frame of your Active User Base (defaulted to 30 days).
  • The time frame of recently active users (defaulted to seven days).
  • The criteria for user engagement (defaulted to at least three sessions).

The User Lifecycle Dashboard

To access the User Lifecycle dashboard, on the App Dashboards menu, click User Lifecycle. If not already set as your default dashboard, click the Set as default dashboard link in the title bar. Your choice is saved as a cookie for future viewing, however you can switch the default view back to the KPI Metrics dashboard at any time.

The User Lifecycle dashboard consists of the following major sections:

  • Active User Base – displays the total user count and percentages for your active user base time frame — that is, the number of your users in new, evaluating, engaged, bounced or lapsing state.
  • User Lifecycle Cards – displays details for each of the user states, in particular, the number of users currently in each state of the lifecycle.
  • 30 Day View – displays a line graph of the changes to each user state over the last 30 days. By default, the graph displays only the active states, however you can click any of the other user states to add its figures to the graph.

User Lifecycle


Active User Base

The Active User Base section of the screen displays the total number of your active users, the change in your active user base over a selected time period, and the percentage breakdown of each user state (except disappearing). Hover your mouse over the chart to view a percentage figure.


User Lifecycle Cards

The details of each user state are displayed on six ‘cards’ below the total figure. The user state details include the definition of that state, the current number of users in that state and the change in that state over the selected period of time, as represented by a percentage and arrow indicating if the number has increased or decreased. Each card also includes a menu that enables you to target the users in that state with an in-app message, push notification or conversation campaign.

The numbers that display for each state reflect the total number of users who match the criteria and the data is refreshed on a daily basis. This is not a daily active user (DAU) or monthly active user (MAU) count, but a total user count as of the time indicated in the top right corner of the dashboard. By default, the card also displays the percentage change in that number from seven days ago, however you can change this on the User Lifecycle Settings screen to compare against 30 days ago or 24 hours ago.

Lifecycle Targeting

To target users within a lifecycle state:

Step 1: On the relevant lifecycle card, click the menu icon.

Step 2: Select the type of campaign you would like to create:

Target Lifecycle

Step 3: Complete the Overview and Add Content screens of the related campaign workflow. For more information on how to create each campaign type, click one of the links below:

Step 4: On the Set Target screen of the workflow, the selected lifecycle state is automatically included as one of the audience filters. To create additional audience filters, click ADD FILTER and select the type of data on which you want to base your filter. For detailed information on the data types and filter descriptions, see About Audience Filters.

Step 5: As required, set the message display triggers and campaign goals, and click Save as Draft: Preview & Test to proceed.

Step 6: On the Preview & Test screen, QA test and schedule or launch the campaign as needed.

The saved campaign is displayed on the associated Push Notifications, In-App Messages or Conversations overview screen, from which you can then view the campaign results or manage the campaign, as with any other type of campaign. For more information, see Managing Push Notifications, Managing In-App Messages or Managing Conversations.


30 Day View

The Last 30 Days section includes a line graph that displays the change in user state counts over the last 30 days. By default, only the three active states are displayed (new, evaluating, engaged), however you can click any user state to show or hide the figures on the graph.


User Lifecycle Settings

The User Lifecycle Settings screen enables you to view and edit the definitions for your user activity.

Editing User Lifecycle Settings

To edit user lifecycle settings:

Step 1: On the User Lifecycle dashboard, click Settings.

Step 2: On the User Lifecycle Settings screen, edit the following settings as needed:

  • Active User Base – enables you to select the time period within which you consider your users as active. The default is 30 days but you can also select 60 or 90.
  • Recently Active – enables you to select a time period for what you consider to be recent activity. The default is 7 days but you can also select 5, 9 or 14.
  • Engagement Type – enables you to select whether user engagement is measured by the Number of Sessions the user has had or the Time in App.
    • If you select Number of Sessions, click the list below to select the number of sessions (3, 4, 5 or 6) after which you consider a user to be engaged.
    • If you select Time in App, click the list below to select the number of minutes in app (5, 15, 30, 60 or 90) after which you consider a user to be engaged.
  • Churn – enables you to set the period after which you consider a user to be inactive. The default is 2x the number you selected for your Active User Base (for example, Active User Base equals 30 days, Churn equals 60 days) but you can also select 1.5x, 3x or 4x.
  • View Settings – enables you to select the time period against which the changes in your user base is compared (that is, the amount of increase or decrease in your active user base and individual states, displayed on the dashboard as a percentage and direction arrow). The Compare To default is 7 days earlier but you can also select 24 hours or 30 days.

The User Lifecycle Definitions section automatically updates to display the new definition of each state.

Step 3: To save your changes, click Save.

Step 4: A warning dialog box prompts you to confirm the changes and explains changes can take up to 24 hours to be reflected on the lifecycle dashboard. Click OK to proceed.