Segments

A Segment is a set of filters that groups users with shared properties. Use segments to target paywalls and A/B tests more effectively.

After you create a segment, you can use it as an audience in Placements and A/B tests to control which paywall users see (single or multiple). Examples:

• Show a standard paywall to non‑subscribers and offer a discount to users who previously canceled a subscription or trial.
• Display different paywalls to users from different countries.
• Target users based on Apple Search Ads attribution data.
• Ensure users on older app versions keep seeing the existing paywall, while newer versions get the updated one.
• In Analytics, filter by segments to view performance for specific user groups. Group by segment to compare performance or contribution within All users.

Creation

To create a segment, enter a name and select the attributes that define its filters.

Available attributes

note

While many user attributes are set automatically (like Country or Calculated total revenue USD), Age, App user ID, Attribution data, Gender, and Custom attributes are not defined automatically. You must set user attributes or pass the attribution data if you want to use it for segmentation.

Attribute	Filter by
Age	The user's age. Note that age is calculated when Adapty first receives it and is not updated later.
App User ID	The user's identifier in your app (customer_user_id). You can filter by its presence or absence, for example, to show a paywall only to users who haven’t logged in.
App version (current)	The current version of the app installed on the user's device where Adapty last received event data. When creating a segment, select a pencil icon next to App version and add a new version so you can use it right away. Using the version > X.X condition lets you measure the conversion impact of all app versions older or newer than a specific one without listing each version individually.
App version (on install)	The version of the app installed on the user's device, when Adapty receieved event data for the first time.
Attribution: Ad Group	The attribution ad group.
Attribution: Ad Set	The attribution ad set.
Attribution: Campaign	The name of the marketing campaign.
Attribution: Creative	The attribution creative keyword.
Attribution: Channel	The name of the marketing channel.
Attribution: Source	Where the attribution originated.
Attribution: Status	The attribution status. Possible values: Organic – The user installed the app without any paid marketing influence (e.g., direct search in the App Store/Google Play, word of mouth, or organic social media reach). Non-organic – The user was acquired through a paid marketing channel (e.g., ads, influencer campaigns, referral programs). Unknown – No attribution data is available for this user.
Calculated subscription state	The user’s current subscription status, indicating if the subscription is active or canceled or if there was a billing issue that remains unresolved.
Calculated total revenue USD	The total revenue generated by this user.
Country	The customer’s country, determined by their most recent IP address.
Country from store account	The country associated with the user’s iOS or Android store account. Note that Adapty collects the country of the store only for iOS devices running version 13 or later.
Creation date	The date the profile was created (when the app was first installed on the user's device).
Device	Device type based on metadata. For example, 'Samsung Galaxy' or 'iPhone 13'
Gender	The user's gender. Note that you set the value yourself.
Installation date	The date when user installed the app.
Language	The language of the user's device.
Last seen	The latest date the user opened the app.
OS	The operating system version of the user's device.
Paid access level	The access level given to the user.
Platform	The user’s device platform. Possible values: iOS, macOS, iPadOS, visionOS, Android. If users access your app from multiple platforms (e.g., iOS and Android), segment membership is evaluated separately for each platform using the latest data from that specific device. This allows for platform-specific targeting even for the same user profile.
Subscription expiration date	The subscription’s expiration date or its presence/absence. It shows none for lifetime purchases and remains empty if the user has a profile but has never had a trial, subscription, or lifetime purchase.
Subscription product	The latest product ID of the customer’s active subscription.
Custom attributes	Define your own attributes to create highly targeted segments based on properties unique to your app or business.

Custom attributes

Define custom attributes to build more targeted segments based on properties unique to your app or business.

note

• You can set up custom attributes in the mobile SDK or the Adapty Dashboard. For SDK setup, follow the instructions here.
• Changing a custom attribute after it's used in a segment may unsync the user from that segment in analytics. Data will reflect the previous value.

How to configure a custom attribute

In the Adapty Dashboard, select Create custom attributes from the attribute dropdown menu.

Field	Description
Name	A label for the custom attribute, used only in the Adapty Dashboard.
Key	A unique identifier for the attribute. This must match the key used in the SDK.
Type	Choose between: String: Requires a predefined list of possible values. Number: Accepts only numeric values.
Values	If you select String, enter the list of possible values. If you choose Number, the attribute will only accept numeric input. Numeric attributes support decimal values and can be used with comparison operators.

After you fill in the required fields, you can use custom attributes in your segments, A/B tests, and more.

Each profile can have up to 30 custom attributes.

Total number and random sample

After you create a segment, Adapty shows the total number of users that match the segment criteria.

Adapty also shows a random sample of 40 users who fit the criteria. Use it to test your segment and ensure it’s configured correctly.