Custom Dimensions for User Segmentation

Nobody knows your business better than you, so the ability to customize what you track is incredibly powerful. Custom dimensions, a feature of Localytics Enterprise app analytics, provides more control over the segmentation of your app user base. By building out these custom user segments, you can delve into user behaviors to find actionable insights on your most engaged and valuable users.


Custom Dimensions Means Custom User Segments

Certain dimensions are standard with Localytics - things like device, location, OS, new vs. returning and so on. Dimensions are then cross-tabulated, filtered or combined to analyze your app usage and discover actionable insights and user segments; such as what hour of the day generates the most new users and should therefore be a focus of future promotional ads.

Custom dimensions are additional dimensions that you define, specific to your application. An ideal custom dimension will help you segment app usage by a handful of values. Good examples include registration status, subscriber type and gender. They may be populated based on actions taken within the app or an existing resource, such as a customer relationship management (CRM) database.


Useful Custom Dimensions

Needs will vary among app verticals, but here are some ideas for useful custom dimensions:

  • Demographics - age, gender, location
  • Subscription status - free, trial, and subscribers
  • Purchasing history - users who never buy, bought once, bought 2-10 times
  • Brick-and-mortar visits - users who used your app in one of your locations
  • Multi-app usage - users who have one or multiple of your available apps
  • Degree of usage - light, moderate and heavy users
  • Ad clickers - users who have clicked in-app ads vs. users who never click


Best Practices Example: Purchasers vs. Non-Purchasers

In many mobile commerce apps, a smaller segment of users make a disproportionate share of the purchases. The most successful m-commerce apps will carefully analyze this valuable user segment and work to find and develop more like them.

To discover these patterns and opportunities, a custom dimension can be created to record app sessions coming from users who have a history of making purchases and those who don’t. Using these data, app usage can be segmented by different user value levels and segments like daypart, device, loyalty or other actions. These segments can paint a picture of the “typical” likely-to-purchase app user, allowing you to tailor messaging, offers and even user acquisition campaigns.

For this example, we compare user loyalty - that is, how many sessions they engage with the app - of the purchaser and non-purchaser user segments.

App loyalty of users who haven't purchased

Useful custom dimensions: M-Commerce Loyalty of Non-Purchasers

App loyalty of users who have purchased

Useful custom dimensions: M-Commerce Loyalty of Purchasers

As we can see, users who made a purchase are much more loyal than users who never have. The number of “purchased” users who have interacted with our m-commerce app 10 or fewer times is only 3%, compared with 26% of non-purchasing users. In other words, users tend not to buy during the first few sessions--an insight that can drive marketing efforts to keep users engaged until they are predisposed to make a purchase.

Localytics research has found that the average in-app purchaser makes their first purchase 12 days after their first session. Using your own app’s specific numbers allows you to prepare timed push notifications, in-app special offers and special coupons for users who are approaching the average first-purchase threshold. Once a user has interacted with your app enough to be considered a candidate, these timed and timely offers can give them that final push to make that initial purchase.


Getting Started with Custom Dimensions

Custom dimensions is one of the central features of Localytics Enterprise. If you’re already an Enterprise subscriber, contact your enterprise specialist for help setting up your app’s custom dimensions. If you’re interested in becoming a Localytics Enterprise customer, contact us today and we’ll provide more details on how you can take your mobile app analytics to the next level.