In order to know more about site visitors and mobile application users, you need to use data segmentation tools. A segment is a group of users selected according to specified parameters. Segments allow you to highlight the data you need, compare it with the overall metrics, and begin a detailed analysis of your audience. You can highlight those who brought in the most profit in the last 90 days, users over 60, or those who recently paid for a subscription. Segments allow you to understand what differentiates user groups from each other, what user path each segment has, and what traffic sources attract the most loyal users.
Segments can be used to find the data you need in the vast array of collected information. The tool allows you to build detailed reports and analyze datasets. Continuous monitoring of the dynamics of changes makes it possible to detect changes or patterns, which allows you to quickly respond to them.
You may notice that the segment of users of a certain gender who launch the application in the evening are more likely to make purchases in the evening. Based on such reports, you can adjust the launch time of push notifications or promotions that motivate you to make more purchases.
Segments allow you to determine the quality of attracted traffic and quickly optimize launched advertising campaigns on the source side. Based on the obtained segments, you can build various hypotheses, monitor changes in activity and identify dependencies in the behavior of your users.
You've noticed that most of your app's users visit at noon. So, it seems logical that an advertisement for a new expensive product should be launched around this time. However, building a strategy based on such non-specific data can be a mistake. What if it's mostly not paying users? And the new product won't get any sales. Therefore, it is worth checking out the segment of paying users. Maybe they come mostly in the evening after work? Then advertising for a new product should be included at this particular time.
Segments allow you to answer many questions about the behavioral or demographic characteristics of the audience: "How do users from Moscow interact with my application?" or "How do subscribers in the application differ from the actions of a regular, non-paying audience?" or “What are 45+ men who have reached level 10 doing in my game”. Only creating a new segment will help to find answers to these questions.
The conditions for selecting a segment (that is, for filtering users) in MyTracker can be:
Creating any number of segments in MyTracker is absolutely safe. Your data will not be lost when deleted. You can simply create the segment again, or return it from the archive if you want to check some data again.
First, of course, you need to think about what type of segment you want. What question do you want to get an answer to? What's important to your business? What kind of user behavior can show you something relevant?
When you have decided on the part of the audience you are interested in, you can start creating its segment. For this:
1. Go to MyTracker.
2. Select "Reports" → "Segments"
3. Click “Add” to create an audience segment. You can take an existing segment as a basis. To do this, open its page and click "Duplicate".
4. Fill in the fields for the new segment: its name, audience type (devices or users), account (to which you will add the segment), and projects for applications in which it will be formed.
5. Specify the segment parameters by clicking “Add Parameter”. Here you can specify all the filters that you need: by age, spending in the application, device model, session duration, and so on. For those parameters, where necessary, set a value (more than 500, less than 20, campaign name, and so on). You can also specify that this part of users, on the contrary, is excluded from the segment by clicking on the switch below. Press OK to add the filter. There is no limit to the number of parameter filters that can be added for a segment.
6. Click “Add” to create an audience segment.
Now this segment will be available when creating reports in the "Constructor". To do this, select "Other filters" → "Segment" there.
You can add as many segments as you like. If their list becomes too long and inconvenient, old and unnecessary segments can be moved to the archive at any time. Then the system will no longer carry out daily settlement on them. And when the need arises again to check this part of users, it is enough to restore the segment from the archive by clicking on the black icon with an up arrow next to it. There’s no need to re-configure anything.
How to return those users who installed the application, but did not perform any actions in it (and, most likely, deleted it again)? Create a segment for them that can be used to create ads aimed at audience retargeting.
It is very easy to add such a segment: as parameters, it is enough to indicate that the "Number of sessions" for users is <1. Or the "Total Session Duration" is less than, say, a minute. Then you see where these users mainly come from (what kind of partners, what kind of traffic sources). And launch campaigns to bring those customers back.
You don't have to create anything. Some of the most popular segments are already in the system. They are available in the section "Reports". There you can quickly, without configuring anything, view information broken down by partners, campaigns, countries, days of activity. For your convenience, everything is divided into six sections:
This way you can quickly see, for example, which traffic sources are justifying themselves in terms of each country and region. Or find out which users interact with the events you selected - say, new features added in the last update.
Add custom events to screens and important buttons, especially if they were added with the latest update. And look in the "Operational reports" how the activity of users faced with these events differs from the activity of everyone else. Check to see if they are spending less time with you. Take a look at the specific events that have the worst impact on user retention rates.
Test new hypotheses, monitor project metrics, and understand how your audience's behavior is actually changing. Based on the new information, it will be possible to decide whether it is worth "rolling out" such functionality for everyone else, or is it better to change something.
You can compare the metrics of two audience segments to see how they differ. For example, you created a segment of users who log out of the application in less than 1 minute. And a segment for those who stay with you for more than 5 minutes. You can compare two segments and find out more about how some customers differ from others. What is the difference between their in-app habits, where they came from, who is older / younger, and so on. You can see in what aspects the two groups are similar, and what is their key difference. So it can become clear what to do so that some of the users from the first category can move to the second.
MyTracker also allows you to compare a segment with its own metrics some time ago. This is done automatically when customizing the report. The percentage of changes or their quantitative indicator is displayed. You can see what happened to this part of the audience before, and where the trend is heading.
Use segmentation to find the core of your audience. Then tailor your messages and target your digital ads to that buyer. Segmentation also helps you identify specific trends in your business. For example, if you notice that sales of products for your core audience have fallen in the last month in a certain region, you can see if there is a new competitor who has begun to take profit from you in that part of the market. And if it does exist, you can offer a discount program, or temporarily lower your prices in this region in order to retain customers.
Audience segmentation in MyTracker allows you to find the key factors that have the greatest impact on your business. Understand your users more deeply than they know themselves!