What are custom segments?
Custom segments are groups of users with common characteristics or behaviors, defined by a set of criteria
that you select. You can create a custom segment based on nearly every metric that Flurry tracks. Powerful
examples include segmenting your audience by paying versus non-paying customers, or by casual versus power
Custom segments benefit all mobile apps
If you are an application developer, marketer, product manager, or analyst who wants to learn simple ways
to improve the user experience and monetization in your apps, this whitepaper is for you! With the most basic 10minute implementation of Flurry, you can use custom segments to learn about your customers and increase
engagement, revenues, and marketing ROI.
Why are custom segments useful?
Custom segments are important tools, because they enable you to analyze how different groups of users
vary in their behavior and demographic characteristics. Once you have created your segment in Flurry, you can filter
your usage, audience, and custom event metrics by that segment.
Options for segmenting users in Flurry
Flurry empowers you to create almost any custom segment you can imagine. If we can track it, you can turn
it into a segment. To help you get started, here are the most common segments created in Flurry, along with
examples of how to use them:
Usage level: Flurry lets you segment your customers according to whether they are heavy, regular, or
infrequent users of your app. This segment enables you to discover the features that matter most to your
best customers and to send custom marketing messages to casual users to get them to re-engage.
In-app purchase: Create segments of paying customers or those who have never made a purchase. Use this
segment to better understand the demographic characteristics and usage patterns of your revenue
generating customers, so that you can target these types of users in your next acquisition campaign. You
can also use this data to serve ads only to users who never spend money in your app.
Cohorts: Create cohorts of users based on their acquisition date to understand if modifications to your app
have caused a desired change in user behavior. Also use cohorts to track retention of specific groups of
users over time.
Age and gender: Flurry allows you to create segments based on age and gender, even if your app does not
collect that information directly from your users. Learn if separate demographic groups behave differently in
your app, and find underpenetrated demographic groups where you might grow your user base.
Geography: Segment your users by geography to uncover differences in customer behavior and
monetization by country. Also use this information to make decisions about which countries to focus on for
geographic expansion.
Acquisition source: Use Flurry to segment your users by channel or campaign to determine the ad networks
and organic channels that generate your highest quality users. For example, examine customers who
downloaded your app via a link on your mobile website or an email campaign to determine if they perform
better in your app than users acquired via paid campaigns.
Registered users: Segment users based on whether they have completed a sign-on or registration process in
your app to understand the impact of registration on customer engagement and conversions. Use insights
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from this segment to determine whether to require all users to complete a registration process to use the
Social media: Use Flurry to easily create segments of users who share articles, scores, merchandise, or other
content from your app on Facebook, Twitter, Pinterest, and other social networks. This segment gives you
insight about the users who are most likely to promote your products.
Tutorials: Create segments of users who have and have not viewed your tutorial to understand its
effectiveness. Learn if users who complete the tutorial are more engaged in your app and whether you
should highlight the tutorial more prominently on the home screen.
10. Language: Create segments to understand variations in user behavior and retention by language. Use these
segments to determine whether to translate and promote your app in different languages.
Example #1: In-app purchase segment
One of the key values of segmentation is that it enables you to discover, acquire, and retain the set of users
who are most valuable to you as a business. For example, creating a segment of users who have made in-app
purchases will enable you to:
Uncover the demographic characteristics of your best customers and plan your next acquisition campaign to
target similar users
Discover the features your best customers are most interested in and provide them with more relevant
articles, merchandise, gameplay, or other content to keep them engaged
Send custom marketing copy to users who have yet to make a purchase
Monetize users who never make a purchase by serving them ads
If your developer has tagged an in-app purchase as an event in Flurry, you can begin by going to the Segments
section under Manage:
Next, add your in-app purchase event to your custom segment:
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Finally, name your segment and select “Create Segment” to finish.
Segments take about 24 hours to populate but are calculated across all historical data. The advantage of this
approach is that you do not have to know every segment you want to create at app launch, and you can create them
over time as different questions arise. Another benefit is that your data is not sampled, eliminating sampling error in
your analysis. After the segment is created, your data will be updated regularly.
Once your segment of in-app purchasers has been calculated, sort your usage and audience metrics by this
segment to understand more about these users:
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In this example, by filtering gender by the segment of users who have made an in-app purchase, you learn that men
are more likely than women to make a purchase in your app. Armed with this information, you can target male users
in your next acquisition campaign, and add features, content, or merchandise to your app that appeal to men. To
measure if your changes have resulted in an improvement in customer satisfaction and retention for your best
customers, you can filter your retention metric by (a) the segment of users who have made an in-app purchase, and
(b) version or custom time period.
You can also filter your custom events by this segment to drill deeper on the content and features that your
best customers are most likely to use in your app. Let’s say you have a feature that enables the user to connect to
Users who have made an in-app purchase
Users who have not made a purchase
Connected with Facebook
Did not connect with Facebook
Knowing that the social component is very popular with paying customers, you can show custom marketing copy to
users who have not yet connected with Facebook. By improving their awareness of the feature, you will encourage
behavior that is associated with higher conversion rates.
Additionally, you can use this segment as a custom quality metric in Flurry User Acquisition Analytics to
understand which channels and campaign types are most likely to deliver you paying customers:
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By setting your custom quality definition to your In-App Purchasers segment, Flurry will display the number of users
you acquired in each campaign who made a purchase in your app under the “Quality” installs heading. This feature
allows you to measure and improve the ROI of your marketing spend. Test the efficiency of different ad formats and
designs for your campaigns, and focus your advertising dollars on the channels that bring you your best customers.
Example #2: Power user segment
In addition to monetization, segments help you improve the user experience and make data-driven decisions
about product development. Creating a segment to better appreciate your power users helps you uncover customer
needs and understand the behavior of your most loyal users. With the most basic 10-minute integration of the Flurry
SDK, you can segment your users based on their frequency of use in your app. In the Segments section in the
Manage toolbar, select “Create Segment,” and edit your usage section to the frequency buckets that make the most
sense for your app:
Once your segment of in-app purchasers has been calculated, you will want to sort your usage and audience metrics
by this segment to understand more about these users. Armed with information from your custom segment, you
Examine the content and features that your most loyal users consume in your app and tailor your content to
those power users
Plan your next acquisition campaign to target users who have the same demographic characteristics as your
most loyal, frequent customers
Send custom marketing copy to infrequent users to prompt them to re-engage
Use Flurry User Acquisition Analytics to measure how many heavy users you acquired in a specific campaign
or channel to maximize the ROI on your marketing campaigns
Conclusion & How to get started
Segments allow you to dig deeper into how different groups of users behave in your app. They can assist
you in identifying product improvements, resulting in better user experience and engagement. They also help you
discover the qualities of the users who are most valuable to you as a business. Use segments to make data-driven
decisions about product improvements and marketing spend, and acquire and retain your best users.
To get started with Flurry, sign up at http://www.flurry.com/signup.html and follow the instructions on our
support site to integrate the SDK with just two lines of code!
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