Been using the same customer segments for our app for about 18 months now.
Market feels different lately and our targeting isn’t hitting like it used to. Wondering if I should rebuild segments from scratch or just tweak what we have.
18 months is forever in mobile marketing. I refresh my segments every 6-8 months since user behavior changes so quickly.
Pull fresh data on your current users first. Compare conversion rates and LTV between your old segments - you’ll probably spot clear winners and losers.
I keep the high performers and split test new segments against the weak ones. Way less risky than starting from scratch.
What’s your main acquisition channel? iOS 14.5 hammered some segments more than others, especially if you’re running heavy on Facebook.
Your segments are outdated. User behavior has changed significantly this past year due to economic pressure on spending habits and new apps entering the market. Analyze your last 90 days of cohort data and compare it to the same period last year. Identify which user actions now predict retention and revenue compared to before. Create new segments based on current user behavior and A/B test them against your old segments with small budget splits.
If you’re still getting decent performance, keep tweaking what you have. Figure out which segments work and which don’t, then fix the broken ones instead of scrapping everything. Could be the platforms, not the segments. Try new angles with your current setup first.
Just test new segments with 20% of your budget.
We refresh ours every quarter now. Too much changes with privacy updates and new competition.