# Build the segments

A [segment](/product/audience-data-and-segmentation/segmentation/) is a saved group of players who match your conditions, for example players who have not opened the game for 30 days. You can send a one-time push, in-app message, or email to a segment, or use it in a journey to decide who enters and which message each player gets. Build the segments before the journeys.

## How to create segments

Create each segment in **Audience** → **Segments** with the filters from the tables below.

There are several ways to build a segment. This page covers segments by events and by tags. You can also build segments from:

* [Existing segments](/product/audience-data-and-segmentation/segmentation/create-segments/by-existing-segments/)
* [Anniversary dates](/product/audience-data-and-segmentation/segmentation/create-segments/anniversary-segments/)
* [User ID](/product/audience-data-and-segmentation/segmentation/create-segments/by-user-id/)
* [An imported file](/product/audience-data-and-segmentation/segmentation/create-segments/by-import/)
* [Geolocation](/product/audience-data-and-segmentation/segmentation/create-segments/by-geo/)
* [A description in plain words, with AI](/product/audience-data-and-segmentation/segmentation/create-segments/build-segments-with-ai/)

For all the ways, see [How to create segments](/product/audience-data-and-segmentation/segmentation/create-segments/).

<Aside type="tip" title="Let AI Assistant create the segments">
[AI Assistant](/product/pushwoosh-ai/ai-assistant/) can create the segments from this page in your application. Send it the link to the page and ask it to create them. Check each change before you approve it.
</Aside>

Inactivity segments need event history: At-risk players start to fill 8 days after `PW_ApplicationOpen` events begin to arrive, and Lapsed players after 30 days.

<Aside type="tip" title="Ready-made activity or spend tiers">
RFM segmentation groups players by how recently and how often they act, and builds the segments for you, such as At risk and Can't lose them. To build them:

1. Open **Audience** → **RFM Segmentation**.
2. Select `PW_ApplicationOpen` as the **Purchase Event**.
3. Leave **Monetary Attribute** empty.
4. Click **Calculate**.

To group payers by spend instead, select `PW_Conversion` as the **Purchase Event** and its `value` attribute as the **Monetary Attribute**. Segments such as Champions then hold the players who buy most often and most recently, and each segment shows the average spend of its players. An application keeps one RFM setup, so the spend tiers replace the activity tiers. Players who have never paid are not in these segments.

Pushwoosh builds 10 segments, refreshes them every 24 hours, and scores only the last 90 days. See [RFM segmentation](/product/audience-data-and-segmentation/segmentation/rfm-segmentation/).
</Aside>

## Segments by events

These segments are built from the main events that players trigger in the game. Use them as a starting point or for inspiration: change the numbers, such as the days, or build your own segments. To set the filters, see [Build segments by events](/product/audience-data-and-segmentation/segmentation/create-segments/by-events/).

Most of them feed a journey from [Build the journeys](/tutorials/industry-playbooks/mobile-games/build-the-journeys/), so build the ones for the journeys you plan to launch.

<span id="tutorial-drop-off" />
<span id="active-players" />
<span id="at-risk-players" />
<span id="lapsed-players" />
<span id="engaged-non-payers" />
<span id="frequent-payers" />
<span id="first-time-payers" />
<span id="recent-payers" />
<span id="achievement-hunters" />
<span id="stuck-players" />
<span id="lapsed-payers" />
<span id="daily-engaged-players" />

| Segment | Filters | Use it to |
| --- | --- | --- |
| Tutorial drop-off | <ul><li>`Tutorial started` exactly or more, 1 time, during the last 7 days</li><li>AND `Tutorial completed` never, during the last 7 days</li></ul> | Message players who started the tutorial in the last 7 days and have not finished it. Feeds a one-time entry of the [Onboarding for new players](/tutorials/industry-playbooks/mobile-games/build-the-journeys/new-and-active-players/#onboarding-for-new-players) journey |
| Active players | <ul><li>`PW_ApplicationOpen` exactly or more, 1 time, during the last 7 days</li></ul> | Send announcements to players who still play, for example about a new event. Feeds the [Live event and VIP announcements](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#live-event-and-vip-announcements) journey |
| At-risk players | <ul><li>`PW_ApplicationOpen` never, during the last 7 days</li><li>AND `PW_ApplicationOpen` exactly or more, 1 time, during the last 30 days</li></ul> | Win back players who stopped opening the game 8 to 30 days ago. This is the first stage of reactivation. Feeds the [Reactivation for inactive players](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#reactivation-for-inactive-players) journey |
| Lapsed players | <ul><li>`PW_ApplicationOpen` never, during the last 30 days</li><li>AND `PW_ApplicationOpen` exactly or more, 1 time, during the last 365 days</li></ul> | Win back players who have not opened the game for 30 days, with a bigger comeback offer than for At-risk players. The second filter leaves out devices with no app opens recorded at all. Feeds a copy of the [Reactivation for inactive players](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#reactivation-for-inactive-players) journey |
| Engaged non-payers | <ul><li>`Level completed` exactly or more, 10 times, during the last 14 days</li><li>AND `PW_InAppPurchase` never, on or after the date you started tracking purchases</li></ul> | Offer a first purchase to players who play a lot but have never bought anything. Feeds the [first purchase offer](/tutorials/industry-playbooks/mobile-games/build-the-journeys/purchases/#first-purchase-offer-for-engaged-non-payers). Needs `PW_InAppPurchase` tracking: without it, the segment also matches players who have paid |
| Frequent payers | <ul><li>`PW_InAppPurchase` exactly or more, 3 times, during the last 30 days</li></ul> | Give the players who buy most often their own offers, for example early access. To group payers by how much they spend instead, use the RFM spend tiers below. Feeds the [Live event and VIP announcements](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#live-event-and-vip-announcements) journey |
| First-time payers | <ul><li>`PW_InAppPurchase` exactly 1 time, on or after the date you started tracking purchases</li></ul> | Tell a player's first purchase from later ones. Feeds the [Second purchase offer](/tutorials/industry-playbooks/mobile-games/build-the-journeys/purchases/#second-purchase-offer) journey |
| Recent payers | <ul><li>`PW_InAppPurchase` exactly or more, 1 time, during the last 90 days</li></ul> | Tell payers apart from other players, for example to send them a different offer in the [Reactivation for inactive players](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#reactivation-for-inactive-players) journey |
| Achievement hunters | <ul><li>`Achievement unlocked` exactly or more, 5 times, during the last 30 days</li></ul> | Offer exclusive content to players who collect many achievements. Feeds the [Live event and VIP announcements](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#live-event-and-vip-announcements) journey |
| Stuck players | <ul><li>`Level failed` exactly or more, 3 times, during the last 3 days</li><li>AND `Level completed` never, during the last 3 days</li></ul> | Offer help to players who keep failing a level and have not cleared one lately, before they quit. Feeds the [Help for stuck players](/tutorials/industry-playbooks/mobile-games/build-the-journeys/new-and-active-players/#help-for-stuck-players) journey |
| Daily engaged players | <ul><li>`PW_ApplicationOpen` exactly or more, 5 times, during the last 7 days</li></ul> | Announce live events or early access to players who open the game often. `PW_ApplicationOpen` counts each time the game comes to the foreground, not only cold launches |
| Lapsed payers | <ul><li>Segment [Recent payers](#recent-payers)</li><li>AND segment [Lapsed players](#lapsed-players)</li></ul> | Give players who paid recently and then stopped playing their own comeback offer, for example in a copy of the [Reactivation](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#reactivation-for-inactive-players) journey. Built from [existing segments](/product/audience-data-and-segmentation/segmentation/create-segments/by-existing-segments/) |

## Segments by tags

These segments are built from player tags. Use them as a starting point or for inspiration: change the values, or build your own segments. To set the filters, see [Build segments by tags](/product/audience-data-and-segmentation/segmentation/create-segments/by-tags/).

Most of them need the tags from [Store player data in tags](/tutorials/industry-playbooks/mobile-games/collect-player-data/#store-player-data-in-tags).

| Segment | Filter | Use it to |
| --- | --- | --- |
| Players without push | `Push Alerts Enabled` is false | Find players who declined or never allowed notifications, for example to ask them again with an in-app message or to reach them by email |
| Non-paying players | `is_paying_user` is false | Send messages meant for players who have not paid yet |
| Low-balance players | `soft_currency_balance` less or equals `200` | Offer a currency pack. Choose the number that counts as low in your game |
| VIP players | `vip_tier` is `gold` | Give VIP players their own offers and early access |

### Install anniversary

This segment finds players who installed the game on this day in an earlier year. It feeds the [Anniversary reward](/tutorials/industry-playbooks/mobile-games/build-the-journeys/loyalty-and-win-back/#anniversary-reward) journey, which checks it every day.

To build it:

1. Add a filter by the `First Install` tag.
2. Open the time frame dropdown and choose **is today** in the **ANNIVERSARY** section.
3. Add a second `First Install` filter with **N or more days ago** set to 365, joined with **AND**. The anniversary operator compares only the month and day, so without this filter the segment also includes players who installed today.