Build segments by tags

Tags are custom attributes you can assign to users to store additional data about their preferences, behavior, or profile information. Build segments by using tag filters to target users based on specific attributes or data assigned to their devices and user IDs.

To create a tag-based segment, do the following:

1. In the Create Segment page, click Add filter by.

2. Select a tag from the Tag dropdown list. Start typing to search for specific tags if you have many.

3. Click Add value to specify the tag condition and select a value from the dropdown or start typing to search.

4. Choose the appropriate operator for your condition. Learn more

When you add multiple tag conditions to your segment, you can use logical operators to combine them:

• AND: Includes users who match all specified tag values
• OR: Includes users who match any of the specified tag values

When you add multiple filters to a segment, they form a Filter Group. All filters within the same group use the same logical operator (AND or OR).

To change the operator for the entire filter group:

1. Click on the current operator (AND/OR) in the filter group header.
2. Select the new operator from the dropdown.

Enable this option 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.

• Enabled: If any of the user’s devices meet the condition (for example, purchase event, tag, behavior), all their devices across platforms are included in the segment.

• Disabled: Only the devices that meet the condition are included in the segment.

The available operators depend on the tag type you’re working with. Below are the operators for each tag type.

String tags store text values such as usernames, email addresses, product names, or identifiers. Use them to segment users by categories, preferences, or any custom text-based data.

Integer tags store whole numbers like age, level, score, or purchase count. Perfect for demographic targeting and behavior-based segmentation using numeric comparisons.

List tags allow multiple values per user simultaneously, ideal for preferences, interests, or subscriptions where users can select multiple options (e.g., news categories, product interests).

Boolean tags store only true or false values. Use them for binary states like email verification, subscription status, or feature flags.

Date tags store calendar dates. Use them to segment users based on signup dates, last activity, birthdays, or any time-sensitive events with flexible relative and absolute date comparisons.

These operators compare dates relative to today, allowing dynamic time-based segmentation that automatically updates each day.

These operators match recurring calendar dates (same month and day each year), ignoring the year. Perfect for birthdays and anniversary campaigns.

These operators compare against fixed calendar dates. Use them for one-time campaigns or historical date analysis.

These operators check only whether a date tag has been assigned, without evaluating the actual date value.

Price tags store monetary values with decimal precision in currency format (X.XX). Ideal for segmenting users by purchase amounts, subscription tiers, cart values, or spending behavior for revenue-focused campaigns.

Version tags store version numbers in w.x.y.z format (Major.Minor.Patch.Build) for app, OS, or SDK versions. Perfect for targeting users on specific versions for updates, compatibility messaging, or feature rollouts.

Below are practical scenarios showing how to use tag filters to create targeted audience segments.

Goal: Target users with an active premium subscription.

How to set up:

• Tag type: String
• Tag: subscription_type
• Operator: is
• Value: premium

Use case: Send exclusive content, early access to features, or special premium-only offers to engaged paying users.

Goal: Target users within a specific age range.

How to set up:

• Tag type: Integer
• Tag: Age
• Operator: greater or equals
• Value: 25

AND

• Tag: Age
• Operator: less or equals
• Value: 35

Use case: Deliver age-appropriate content, products, or services tailored to specific demographics.

Goal: Target users who have selected specific interests or categories.

How to set up:

• Tag type: List
• Tag: Interests
• Operator: in
• Value: ["Sports", "Technology"]

Use case: Send personalized content based on user interests, recommend relevant products, or create interest-based campaigns.

Goal: Target users who have verified their email addresses.

How to set up:

• Tag type: Boolean
• Tag: EmailVerified
• Operator: is true
• Value: true

Use case: Send messages only to verified users, improve deliverability for important communications.

Goal: Target users who signed up within the last 30 days.

How to set up:

• Tag type: Date
• Tag: SignupDate
• Operator: during the last N days
• Value: 30

Use case: Onboard new users with welcome messages, tutorials, or special offers for first-time customers.

Goal: Target users who have made purchases above a certain amount.

How to set up:

• Tag type: Price
• Tag: TotalSpent
• Operator: greater or equals
• Value: 100.00

Use case: Offer exclusive deals to high spenders, invite to VIP programs, or send premium product recommendations.

Goal: Target users on a specific app version for update campaigns.

How to set up:

• Tag type: Version
• Tag: AppVersion
• Operator: less or equals
• Value: 2.0.0

Use case: Notify users about important updates, promote new features available in newer versions, or address compatibility issues.

• Create clear and consistent tag naming conventions across your project to make segments easier to build and maintain.
• Use multiple tag conditions with AND/OR operators to create precise audience definitions.
• Combine tag filters with events or existing segments for even more targeted campaigns.
• Regularly review and update tag values to ensure your segments remain accurate as user data changes.