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, A/B Test, and In-App Automation 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.

Message 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.
AutogroupA default tag group. When devices are registered in Airship, they are automatically assigned a tag within the autogroup tag group; the tag is a numeric value of 1 to 100. Some uses for autogroup tags are creating a control group, and to randomly segment your audience. Autogroup must be enabled for your account — contact Support or your account manager.
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 messaging recipient groups based on either your own data or automatically-generated app user lifecycle information. You can use audience lists to 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.

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
Audience ListRecipient messaging recipient groups based on either your own data or automatically-generated app user lifecycle information. You can use audience lists to target specific users. 1
Channel IDAn Airship-specific unique identifier used to address a channel instance, e.g., a smartphone, web browser, email address. 1
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. 1
Named UserA customer-provided identifier used for mapping multiple devices and channels to a specific individual. 1

1. Cannot be targeted directly. You must create a reusable segment in the Segment Builder that includes this data, then select that segment in the Audience step in the In-App Automation composer. Minimum SDKs required: iOS 14.2.0, Android 14.1.0.

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.

Generating audience count

You can calculate the number of Channel IDsAn Airship-specific unique identifier used to address a channel instance, e.g., a smartphone, web browser, email address. included in segments you create in the dashboard.

 Note

  • Calculations can take multiple minutes to complete, depending on audience size and query complexity.

When creating segments using the Segment Builder and with the Target Specific Users option in the Message and A/B Test composers, click Generate Audience Count to see the counts for the segment and for each block in the segment. A progress bar appears until the calculation is complete. Click Regenerate Audience Count after adding or removing criteria.

After generating the count in the Segment Builder, click   /   to view the number of channel IDs per engagement channelA communication medium supported by the Airship service. Supported channels include app, web, email, SMS, and Open Channels. Within some channels there may be specific platforms with individual characteristics. Example platforms include Chrome for the web channel and Android for the mobile app channel. for each block or the entire segment. The expanded view for the entire segment also lists the number of opted-in users per engagement channel. In the composers, the number of channel IDs and opted-in users per engagement channel for a segment are listed in the Audience section in the composer’s Review step.

For email, the audience count (within a block and for the segment) is the sum of channel IDs for transactional and commercial messages, and you can hover over the count to see the breakdown; Opted-in is for commercial messages only.

In Audience » Segments the count is displayed in the Audience Count column if it was already generated when creating the segment. Click Generate for any segment that does not already display its count. Counts will appear for 7 days, then you must click Generate again for a new count. A progress bar appears until the calculation is complete. Click   to see the number of channel IDs and opted-in users per engagement channel.