Started tracking user actions instead of just demographics last quarter. The shift in how we segment users completely changed our acquisition approach.
Now curious what behavioral signals others prioritize when building their targeting strategy.
Focus on app usage patterns and engagement metrics. They reveal more about users than basic demographics.
Time spent in core features tells you everything.
Session depth beats frequency for us. Someone who opens 8 screens in one session converts way better than daily users who bounce after 2 screens.
We also track micro conversions now - watching videos past 30 seconds, completing profile setup. These predict purchases way better than install source.
Setting up proper event tracking was the hard part. Took 3 weeks to nail it, but now our lookalike audiences actually work.
Purchase frequency is key. Users buying every 60 days behave differently than monthly buyers.
I also look at ignored features. Non-premium users see different ads than engaged users who won’t convert.
It took time to realize high engagement doesn’t mean high value.
Drop-off points are huge - way more important than most people realize. You need to track exactly where users bail in your onboarding and which screens are conversion killers. Someone who quits at payment needs a totally different approach than someone who can’t even get through signup. We’ve started segmenting by friction tolerance and it’s been a game changer. Users who push through tedious steps convert 4x better on similar offers.