Segmenting Your Audience

Split your audience into segments to target specific users.

A segment is a grouping of audience members selected by unique or shared identifiers. Multiple identifiers can be combined within a segment.
  • Send an announcement about a new app version and encourage users to upgrade. — Identifier: app version
  • Send messages to a list of users created from your CRM data. — Identifier: Audience list
  • Send a re-engagement message based on users’ likelihood to stop using your app or website. — Identifier: Predicted to Churn status
  • Display different in-app messages based on your users’ language and country settings. — Identifier: Locale

Identifiers you can use for segmentation

In the Message or A/B Test composers and with the /api/segments endpoint, you can create a segment using unique identifiers or by an identifier that may belong to or include multiple users, such as a tag, attribute, or event. You can also include a saved segment in another segment. For In-App Automation, all options potentially target multiple users.

Messages and A/B Test composers, APIIn-App Automation
AttributesMetadata that you can use to group and target your audience. Attributes differ from tags in that when evaluating users with attributes, Airship uses operators, e.g., equals, less than/greater than, contains, before/after, to determine whether or not to target a user. Supported attribute types are TEXT, NUMBER, and DATE. 1
Channel IDAn Airship-specific unique identifier used to address a channel instance, e.g., a smartphone, web browser, email address.
Channel CoordinationA group of strategies you can use to target users where they are most likely to receive your message.Last active, Priority channel, and User preference
Device PropertiesTags that represent the properties of a device, such as language and time zone settings, OS and browser versions, and notification opt-in status. Device property tags are stored automatically and can be used to target your audience.
EventsEvents represent activities in the Airship system, as well as user behavior in your app or website. You can also send external activities (e.g., POS transactions) into the Airship system as events. Events power Airship data products and can be used in audience segments, as automation triggers, and for partner integrations.
(Audience) ListRecipient groups based on either your own data or automatically generated app user lifecycle information. Audience lists help you target specific users.
Named UserA customer-provided identifier used for mapping multiple devices and channels to a specific individual.
Predicted to Churn statusAnalyzes your audience for users that exhibit behaviors indicating they are likely to become inactive, and tags the users as High, Medium, or Low Risk.
TagMetadata that can be associated with a channel or a named user for targeting. Tags are generally descriptive terms indicating user preferences or other categorizations, e.g., wine_enthusiast or weather_alerts_los_angeles. Tags are case-sensitive.
App version
Device PropertiesTags that represent the properties of a device, such as language and time zone settings, OS and browser versions, and notification opt-in status. Device property tags are stored automatically and can be used to target your audience.
LocaleThe combination of a language and country. A user’s locale is determined by their device settings.
Location opt-in status
New users
Platforms
Predicted to Churn statusAnalyzes your audience for users that exhibit behaviors indicating they are likely to become inactive, and tags the users as High, Medium, or Low Risk.
Push opt-in status
TagsMetadata that can be associated with a channel or a named user for targeting. Tags are generally descriptive terms indicating user preferences or other categorizations, e.g., wine_enthusiast or weather_alerts_los_angeles. Tags are case-sensitive.

1. In the dashboard, date attributes are limited to the Segment Builder and the Beta version of Target Specific Users.

Client-side vs server-side data

Airship client-side data mostly comes from apps and websites that use our SDK. This is the source of client-side data used for targeting. Client-side data includes Device PropertiesTags that represent the properties of a device, such as language and time zone settings, OS and browser versions, and notification opt-in status. Device property tags are stored automatically and can be used to target your audience. and AttributesMetadata that you can use to group and target your audience. Attributes differ from tags in that when evaluating users with attributes, Airship uses operators, e.g., equals, less than/greater than, contains, before/after, to determine whether or not to target a user. Supported attribute types are TEXT, NUMBER, and DATE. . See reference: Default Attributes.

You can also group users and add attributes and tags yourself — this is considered server-side data. CRM and POS systems are common sources. For segmentation, you can create:

You can then set attributes or tags on channels and named users, or group channels into named users. See:

 Note

Channel registration is asynchronous, so it may take up to an hour before you can target newly-created channels.

Creating single-use segments

In the dashboard, select Target Specific Users in the Audience step of the Message, A/B Test, and In-App Automation composers:

In the API, target specific users via the "audience" object. See: API: Audience Selection.

Creating reusable segments

You can create reusable segments instead of having to recreate your audience selections.