User Segments

Segments allow you to analyze how different groups of your app users vary in their usage and behavior. For example, if you have a game, you may want to understand how users who reached level 5 in the US differ from users who reached level 5 in, say, Germany. With the segments feature, you can create segments for both groups, and examine all of the metrics offered in Flurry analytics for each segment independently.

Key Benefits

One of the key values of segmentation is the process of refining your custom-defined groups in order to understand which set of users are most valuable to you as a business.

  • Who spends the most money within my app?
  • Which location has the highest retention, or frequency of use?

Understanding your audience composition allows you to better plan your next acquisition campaign (since you know the kind of consumers your app best retains), package your audience as a publisher to market to advertisers or gain a better understanding of your audience to develop more targeted features.

Set Up

When you log in to your account, look at the Manage tab under the left-hand navigation bar, and select Segments. You’ll see a brief instructional video and a call to action to set up your first segment.

Segments can take a few hours to process before they’re ready to display. To view the status of a segment, you can either navigate to Manage>Segments and view the list of the segments you’ve created.

Looking at the “Created On” column will display the status of the segment, whether processing or the date of creation once complete. To view your segments, simply look for the All Segments drop-down on your Analytics header bar, to the left of “All Versions” and “Across All Time” date range tool. You will be able to toggle between segments from this menu, or click directly to the Create Segment page.

You can define up to 10 segments using a wide variety of characteristics to define each segment. You can always delete segments to free up your allotted amount.

You can also watch the video tutorial on how to set up a Segment:

Create a Date Range

You can create a date range (shown below) for your custom segment that will only include new users who launched the app within the specified time frame. Note that you cannot change the date range once the segment is created.

events average per session

Select Frequency of Usage

You may select the frequency with which customers use the app to create segments. By default, usage is broken down into three categories based on the frequency of use:

  1. Infrequent: Users who launch the application once a week or less.
  2. Regular: Users who use launch application more than once a week but no more than once a day.
  3. Heavy: Users who launch the application multiple times a day.

You may filter by frequency of usage (shown below).

events average per session

You may edit each group to create a usage segment more relevant to your app. For example, you can change the definition of Infrequent to only include users that launch the application less than once a month. Doing so will change the definition of Regular user to include everyone who uses the application more than once a month but no more than once a day. Note that you cannot change the usage definitions once the segment is created.

Use Custom Events

You may use custom events to define a segment, including multiple events, parameters, and parameter values. For instance, if you’re tracking an in-app- purchase event and you’re passing the type of purchase as a parameter, and the specific item purchased as a parameter value, you can create a segment that includes a specific item that was purchased. You can also simply select a single event. Note that you cannot edit the custom events selected once the segment is created.

You may filter by Event down to the parameter value (shown below).

custom events


Gender tracking is an optional part of the Flurry SDK that allows you to report whether your users are male or female. Since Gender data is all self-reported for your app, if you do not ask users for their gender and report it through the Flurry SDK, you will not be able to view these metrics.

Note that this feature is not available for all platforms. Currently iPhone is supported with other platforms coming soon.

Visit the Download SDK page for instructions on how to add Gender tracking to your app.

You may select users based on Reported Gender and Flurry Estimated Age.

segmentation audience

Flurry Estimates

Not all apps collect age and gender data from their users, and applications that do rarely have their entire user base provide such demographic information. Flurry Estimates can help fill in these gaps by estimating the demographics of your users based on the vast amount of data collected across all apps using Flurry Analytics. Simply select Flurry Estimates when you see the option to view your demographics as estimates. If your users pass you age and gender information, you can simply view your reported data instead of the Flurry Estimates.

Flurry Demographic Estimates is a feature of Flurry Analytics that can help you understand the demographics of your application users. By using the collective knowledge of all the data in the Flurry system, Flurry Estimates calculate an estimate of the age and gender breakdowns of your users.

To view the Flurry Estimates for a given application, simply navigate to the Audience tab and select either Age or Gender.

If you already were collecting your own demographics data you will notice there is now a drop down that you can use to switch between your Reported Data and the Flurry Estimates for each. If you don’t currently report age or gender data you will be taken to the Flurry Estimate by default.

As you can see in this figure, the Flurry Estimate is an easily understood percentage breakdown of your users.

When you integrate the Flurry SDK into your application you have the option for using the setGender() and setAge() functions to set the age and gender of the user if you collect that as part of your app. If you use these optional functions, the Flurry system will compute analytics for your app showing the breakdown of genders and ages.

However, not all apps collect user age and gender as part of the application experience, making it difficult to collect such demographic information. Flurry Estimates solves this problem by using the collective knowledge of all devices tracked by Flurry Analytics to estimate the demographics of all applications. This estimation is the result of research performed by Flurry over a long period of time and utilizes numerous machine-learning techniques designed to work with the unique aspects of mobile app usage and consumption.

The accuracy of Flurry Estimates will vary by application based on the number of users with known demographics across the Flurry network. You can see in figure above that there is a breakdown of “Known” and “Unknown” users for the Flurry estimate. The higher the number of “Known” users the more accurate the Flurry estimate will be.

A confidence threshold is required to make a Flurry Estimate. There will be users of your app where the Flurry system is not confident enough in its prediction to make an Estimate and these users are considered “Unknown” and excluded from the metrics. All of the users included in the estimate are considered “Known”.

Keep in mind that the “Known” users may not be a representative sample of all users of your application.

Flurry Estimates will never replace directly collected demographic data from your users. If you find the demographic estimates to be useful we encourage you to investigate using the setGender() and setAge() functions in the Flurry SDK. More information is available in the documentation for the Flurry SDK you are using for your app.


You can include specific languages within your custom segment. Language metrics provide you with a breakdown of the preferred language that your users have selected on their device. The metrics are broken down by both language and country, since some languages have dialects or region-specific characteristics. The countries displayed are not necessarily the physical location of the user, they are the country setting of the language that the user has chosen on the device.


You may choose to only include users located in certain regions or countries in your segment. You may select users based Geographic Location.

Currently, Segmentation returns data down to the country level.

segmentation location