Examples of Lifecycle Segments in Reteno
Creating non-overlapping lifecycle segments is fundamental for effective audience targeting. By setting clear, measurable criteria — based on time frames and engagement metrics — you can ensure each user is placed in the correct segment.
Below, we focus on building six primary segments in Reteno: New Visitors, Churned Visitors, New Users, Active Users, Low Active Subscribers, and Churned Users.
Note
Lifecycle segmentation relies on
- In-app Events, like
SessionStarted,LessonCompleted,SubscriptionPurchased.- Values from additional user fields, such as the
creationDate,completedWorkoutsPerWeek,subscriptionType, and more.You can find detailed instructions on how to create a dynamic segment in our manual.
1. New Visitors
Definition:
New Visitors are users who recently started exploring the app but haven’t yet engaged deeply or shown signs of conversion.
Key Characteristics:
User was created within the last 14 days.
Users are excluded from this segment if they:
- Made an in-app purchase within the last 14 days.
- Completed a training session within the last 14 days.
- Canceled a subscription within the last 14 days.
How to Avoid Overlap:
- Define a strict timeframe: Use “creation date within the last 14 days” to ensure users beyond this period automatically shift out of the segment.
- Ensure no transition to other segments: If a user makes a purchase, completes training, or cancels a subscription, they exit this segment immediately — preventing overlap with other segments like Active or Churned Visitors.
2. Churned Visitors
Definition:
Churned Visitors are users who joined the app a while ago but haven’t engaged or shown signs of activity in a long time.
Key Characteristics:
Creation Date: User was created more than 15 days ago.
Exclusions: Users are excluded from this segment if they:
- Ever made an in-app purchase (considered a paying user).
- Completed a training session within the last year.
- Canceled a subscription within the last two years.
How to Avoid Overlap:
- Set a clear start point: Users must have a creation date older than 15 days to avoid overlap with New Visitors.
- Separate from Low Active Subscribers: If you track low active users (e.g., users inactive for 30-90 days but still subscribed), ensure the definitions don’t conflict — e.g., Churned Visitors should only include those who fully stopped engaging and canceled.
3. New Users
Definition:
New Users are individuals who have recently signed up or installed the app. This segment represents the initial stage of user engagement, when users are just beginning to interact with your product.
Key Characteristics:
- Account creation or first app install occurred within a predefined recent period (e.g., the last 14 days).
- Limited interaction history.
How to Avoid Overlap:
- Timeframe: Use a fixed period (e.g., “users created within the last 14 days”) to clearly delineate New Users.
- Event Tracking: Define that no significant engagement events (like making a purchase or completing key onboarding steps) have occurred yet.
Learn how to deal with abandoned subscriptions >
4. Active Users
Definition:
Active Users are those who engage regularly with the app. This segment is vital as it indicates ongoing usage and a healthy level of interaction.
Key Characteristics:
- Frequent logins or interactions (e.g., using the app multiple times per week).
- Engagement in key features such as making purchases, interacting with content, or using core functionalities.
How to Avoid Overlap:
- Clear Metrics: Establish thresholds for activity (e.g., "logged in or performed key actions at least 1 time in the last 14 days").
- Exclusivity: Ensure that users transitioning from the New Users segment who start engaging beyond the threshold are automatically reclassified as Active Users. This prevents any user from being counted in both New and Active segments simultaneously.
Learn how to activate new subscribers >
5. Low Active Subscribers
Definition:
Low active subscribers are those who were previously active but have shown a decline in engagement over a certain period. This segment helps identify users who might be at risk of churning.
Key Characteristics:
- Reduced frequency of app interactions.
- Absence of recent key activity events (e.g., no login or significant engagement for more than 15 days).
How to Avoid Overlap:
- Defined Inactivity Window: Set a clear inactivity period (for example, "no significant activity for 15 days") to classify users as low active.
- Boundary Conditions: Ensure that users who slightly dip below the active threshold are immediately categorized as low active and vice versa. This prevents overlaps with the Active Users segment.
Learn how to keep your users engaged >
6. Churned Users
Definition:
Churned Users are those who have stopped using the app entirely. This group represents users who have likely lost interest or found alternatives.
Key Characteristics:
- No interactions with the app for an extended period (e.g., 30 days or more).
- Possible indicators of disengagement include canceling a subscription or uninstalling an app.
How to Avoid Overlap:
- Extended Inactivity Threshold: Clearly define the period after which a user is considered churned (e.g., "subscription not renewed within a year").
- Active Subscriptions Excluding: Ensure that users who have already re-subscribed are excluded from the segment.
Updated 10 days ago