Audience Segmentation

By improving the tracking schema and creating a granular user overview, we optimised our client’s budget spend by 15%+.

Issue & Method


Issue: large amounts of user data were inefficiently stored without a clear strategy in place for differentiating audiences nor an efficient way to retarget them.


  • Define relevant audiences segments
  • Ensure that the client is retrieving all parameters in order to specifically respond to different audience needs



Using the data that our client had previously collected, we were immediately able to define three major audiences and create different segments for each one of them based on the attribution source.

  • VIP Customers
    • Last session > 1 week ago
    • Total revenue > $300
    • First session < 5 months ago
  • Customer
    • Last session > 2 weeks ago
    • Total revenue > €1
    • First session < 2 weeks ago
  • Active Users login
    • > 2 sessions
    • Last session < 1 week ago
    • Login event performed


We assigned segments to different reattribution channels, ensuring each user was given distinct device IDs to avoid cannibalisation.

To provide improved long-term performance, we optimised the tracking schema and built a parameter framework, allowing our client to kick-start granular audiences in the future. 

These changes improved the retargeting efforts and optimised their budget spend by 15%+.