Turn segmentation into growth with Adjust Audiences | Adjust

The article details Adjust Audiences, a tool within Adjust's Engage pillar that creates and shares dynamic user segments. Segmentation is crucial for campaign effectiveness, allowing teams to target users based on install timing, last session, device, attribution source, geography, in-app events, and revenue. Adjust Audiences updates in real time, ensuring partner-targeted lists are current.

The guide outlines eight audience strategies: geographic targeting (e.g., region-specific campaigns), acquisition-based segments (comparing organic vs. paid users), lifecycle targeting (installed vs. uninstalled), re-engagement for inactivity (e.g., no session in 14 days), revenue-based (e.g., high-value users >$100), event-based (e.g., cart abandoners), combined segments (e.g., high-value users in Germany with recent purchase), and partner sharing via dynamic URLs or integrations.

Key data points include using last session and event behavior to identify dormant users, and suppressing low-intent audiences to optimize spend. Actionable takeaways: implement win-back campaigns for uninstalled users, personalize offers based on revenue tiers, and automate audience syncing with partners like Facebook and Google Ads to streamline workflows and reduce manual errors.