Profiles and segments

Profiles unify person-level data across installations. Segments turn that data into reusable, evaluated audiences.

Profiles join person-scoped audience state while leaving device and app facts attached to their installations.

Profile composition

A profile view includes identity, attributes, tags, subscription/consent state, linked installations, event history, segment memberships, messaging activity, and privacy state. Installation attributes remain visible separately because they describe one device/app instance.

How data arrives

Source	Examples
SDK installation editor	theme, device-specific preference, local state
SDK profile editor	plan, lifecycle stage, first name, tags
SDK events/screens	purchase, cart action, app session, screen activity
Identity binding	external ID and installation-to-profile relationship
Automations	profile set/remove/increment steps
Subscription UI	list/channel choices at installation or profile scope
Privacy workflows	opt-out, export, deletion/revocation state

Segment expressions

The segment builder stores a structured expression rather than executable client code. Expressions can combine supported profile/installation facts, event recency or occurrence, subscription state, tags, app/platform, and logical groups.


plan = "pro"
AND event "purchase_completed" occurred in last 30 days
AND profile subscription "product_updates" includes PUSH
AND NOT tag "support_suppressed"

The console provides an estimate before save. The segment worker evaluates membership and records active/inactive transitions. Audience-entry automations can react to those transitions.

The segment builder persists a structured expression that the backend can validate, estimate, evaluate, and audit.

No events means no event audience

Event-based audiences require events. Installing the SDK alone creates an installation/profile projection but cannot infer product behavior. Define an event taxonomy and track events before relying on event recency, conversion, funnel, or event-triggered automation criteria.

Engage event analytics detail with volume, reach, app and version distribution, property schema, issues, and recent payload samples — Event detail confirms the tracked event name and schema before that event is used for segments, funnels, automations, or attribution.

Estimated versus deliverable

Segment size is not provider delivery count. Final push eligibility also considers:

target app intersection;
active environment and app configuration;
installation/profile privacy state;
subscription list and channel choice;
system permission, Engage opt-in, and token registration;
suppression and deduplication;
provider acceptance, expiration, and device availability.

Test groups

Test groups are explicit operator-selected recipients for preview and QA. They are not dynamic production segments. Use them to validate locales, provider configuration, deep links, actions, and rendering before publishing or sending broadly.