# Create anniversary segments

**Anniversary segments** allow you to target users whose significant dates—like birthdays, first installs, or subscription start dates—occur on the same day each year. This enables you to create personalized, recurring campaigns that celebrate important milestones with your users.

## How to create an anniversary segment

To create an anniversary segment:

1. Go to the **Segments** section and click **Create Segment** → **Build Segment**.

2. Click **Add filter by** → **Tag** and select the date tag relevant to your anniversary (for example, `First Install` or `birthday`).

> **First Install** is a default tag. If you need a custom tag like `birthday`, create one before creating the segment. [Learn more](/product/audience-data-and-segmentation/user-data-tags/tags).

3. In the time frame dropdown, navigate to the **ANNIVERSARY** section and select one of the anniversary operators:
   - **is today**: Users whose anniversary date matches today's date
   - **is in N days**: Users whose anniversary is in N days (enter the number of days)
   - **is N days past**: Users whose anniversary is N days past (enter the number of days)


<Aside type="tip">

Configuring a segment to include users a certain number of days before or after the anniversary date allows for pre- or post-anniversary engagements.

</Aside>


<img src="/segmentation-segments-anniversary-1.webp" alt="Anniversary segment configuration showing date conditions and options"/>

4. Add more filters as needed to narrow down your audience further.

5. Optionally, enable **Include all user devices** to target a user across all their devices, not just the one that matched the segment condition. This ensures they receive your messages on every platform they use.
<img src="/segmentation-segments-16.webp" alt="Include all user devices option toggle for cross-platform targeting"/>  

## Anniversary segment examples

Below are practical scenarios showing how to use anniversary segments for targeted engagement.

##### Birthday celebrations

**Goal:** Send birthday greetings and special offers to users on their birthday.

**How to set up:**
- **Tag type:** Date
- **Tag:** `Birthday`
- **Operator:** is today

**Use case:** Send personalized birthday messages with discount codes or special perks to celebrate users on their special day.

##### First install anniversary

**Goal:** Re-engage users on the anniversary of their first app install.

**How to set up:**
- **Tag type:** Date
- **Tag:** `First Install`
- **Operator:** is today

**Use case:** Celebrate app usage milestones by sending thank-you messages or exclusive rewards to loyal users.

##### Pre-anniversary reminders

**Goal:** Send a reminder a few days before an important date.

**How to set up:**
- **Tag type:** Date
- **Tag:** `SubscriptionRenewalDate`
- **Operator:** is in N days
- **Value:** `3`

**Use case:** Notify users about upcoming subscription renewals or anniversaries, offering early renewal discounts or special preparation offers.

##### Post-anniversary follow-up

**Goal:** Follow up after a significant date has passed.

**How to set up:**
- **Tag type:** Date
- **Tag:** `Birthday`
- **Operator:** is N days past
- **Value:** `2`

**Use case:** Send thank-you messages after a birthday celebration or ask for feedback on special offers redeemed.

## Tips for anniversary segments

- Once you've created an anniversary segment, set up a [recurring customer journey](/product/how-to-guides/lifecycle-marketing-campaigns/how-to-create-anniversary-campaigns) to automate anniversary campaigns.
- Use the "is in N days" condition to send pre-anniversary reminders or prepare users for upcoming events.
- Combine anniversary segments with other filters like [tags](/product/audience-data-and-segmentation/segmentation/create-segments/by-tags/) (e.g., subscription tier, location) for more personalized messaging.
- Create [custom tags](/product/audience-data-and-segmentation/user-data-tags/tags/#custom-tags) for important business-specific dates like membership start dates or first purchase anniversaries.