Segments allow you to optimize the user experience and maximize engagement in your app through customizable ad flows. By dividing your users into groups based on parameters including actions and specific characteristics, you can apply different monetization strategies that deliver the most relevant ad experience for each group.

The ironSource segments tool helps you create these dynamic groups, control their ad journeys, and get valuable insights on revenue and engagement so you can continuously improve your strategy.

To get started, you’ll need to set up your segments by defining their conditions, set your preferred ad settings for each one on the ironSource platform, and then configure segments in your code. Follow these instructions to get started.

Step 1: Navigate to the Segments page

To tailor your ad settings to a specific audience, you’ll need to define these users as segments. Go to Segments from the menu on the left in your ironSource account.

Segments in menu

On this page, you’ll see the existing ad units and placements for your app. Once you define a segment, you can customize the ad settings for these ad units, including placements, rewards, capping, and pacing.

Note: To define new segments, you’ll first need ad units configured for your app. If you have not defined ad units yet, go to the Ad Units & Placements to get started!

Step 2: Define your segments

Click New Segment to add a segment for this app.
Click New Segment
You’ll be directed to the Segment Settings page where you can categorize your users and create your user segment based on different conditions. Each segment can be include up to 10 conditions.
Segment name and conditionironSource supports the user properties listed below. Some of them are collected by the ironSource SDK while others must be sent to ironSource through the API. You can also create up to 5 custom user properties. Follow these instructions on how to inform us of the user’s details:

Supported User Properties

User property Limitation Wildcards Data collected by the SDK Example
Country Select from given list of 246+ countries Germany
App Version up to 32 characters 4, 5, 2006
SDK Version up to 32 characters 6.3, 6.4.1
User Creation Date
Cannot be smaller than 0 2017-08-15
Connection Type
up to 32 characters WIFI, cellular
Device Model up to 32 characters
iPhone 6 Plus, LG G5, Samsung Galaxy S7
Device Manufacturer
up to 32 characters
Samsung, Apple, Nokia, HTC, OnePlus
OS Version (IOS only)
up to 32 characters 10.0.1, 5.0.2
API Level (Android only)
up to 32 characters 1, 5, 21
Level up to 32 characters 10
Paying User True or False
IDFA True or False
COPPA True or False
Total In-App Purchases
1-999999.99 15
Custom Parameters
ironSource supports up to 5 custom parameters alphanumeric up to 32 letters
Type of in-app purchase, install source, language
Age 1-99 15
Gender Male or female
Male or female

Note: Especially for iOS 14, use the IDFA property to segment users based on their device tracking settings 

Properties Description

  • Age: The user’s age
  • Gender: The user’s gender
  • Country: The user’s country
  • App Version: The user’s app version
  • SDK Version: The ironSource SDK version within the user’s installed app
  • User Creation Date: The date the user installed the app
  • Connection Type: The user’s network connection type
  • Device Model: The series the user’s device model belongs to
  • Device Manufacturer: The user’s phone manufacturer
  • OS Version (IOS only): The operating system version on the user’s device
  • API Level (Android only): The API level on the user’s device
  • Level: The game level reached by the user on your app
  • Paying User: True if the user has spent any money on in-app purchases False if the user has not spent any money on in-app purchases
  • IDFA: True if the device has allowed IDFA tracking, False if the device refused IDFA tracking
  • COPPA: Based on the COPPA SDK Functionality to flag specific end-users who have indicated that they are below the age of 13. Learn more here
  • Total In-App Purchases: The total amount of money that the user has spent on in-app purchases
  • Custom Parameters: Additional data you would like to use for segmentation

In addition to user and custom properties, you can also set a Custom Segment as a condition and inform us when a user is a part of this segment without providing individual user details. These users will be served ads as defined for the segment on the ironSource platform.

Note: When you select ‘Custom Segment’ under Conditions, you will need to enter the identical name of the segment as manifested in the API so we’ll know to recognize the custom segment.

Segment Conditions

Configure the criteria for the condition by selecting the operator (Equals, Less Than, Greater Than, etc.) and enter a correlating value.Setting up a segment


ironSource supports wildcards for user properties that are of type string. Wildcards are single character placeholders that can be used to stand in for a number of characters in a text value. ironSource supports three standard wildcards: asterisk (*), comma (,) and question mark (?).

  • Asterisk
    The ‘*‘ placeholder matches any number of characters and must be placed before or after the value. We do not support consecutive asterisks, i.e. **.
  • Question mark
    The ‘?‘ placeholder matches a single character and can be placed anywhere in the value (before, in the middle or after). We support consecutive question marks to stand in for multiple characters, i.e. c??p to represent comp, coup, clip.
  • Comma
    The ,‘ placeholder allows for a list of comma separated values in the string and functions as an OR operator. We support up to 5 comma separated values, i.e. iPhone 4S, iPhone 6, Galaxy S4, Nexus 4, HTC One.

Step 3: Adjust your ad unit settings

To tailor the ad experience for the segment, you’ll need to define exceptions to your existing ad settings. If you choose to keep the Segment Ad Settings as is, you will simply serve ads as configured on the Ad Units page.

By adjusting the placement’s ad settings, you are creating an exception to the existing ad settings for this segment.

  • Customize the reward amount per placement. For example, you can give paying users on Android double the standard rewards.
  • Limit the amount of ads you serve per placement by adjusting the capping and pacing settings.
    • Capping controls the number of ads you serve for the selected placement
    • Pacing controls the time interval between ads for the selected placement

Edit Capping and Pacing modalNext, click ‘Save Segment‘.

Step 4: Review your ad setting exceptions

If you’ve correctly set up your segment and customized its ad settings, you will then see it on the Segments page.

The page shows you the default ad units below the segment details, including the segment name, placements and defined exceptions to your existing ad settings.

Note: If you choose to leave certain default ad settings untouched, you will not see them in the segments details but they will still be applied for the segment.

If you create more than one segment, you can prioritize the ad settings by arranging the segments in the order of your preference. This way, if a user belongs to 2 segments, the ad settings from the segment with higher ranking will be applied.

Raking segments

👏 Done! You've successfully set up segments to tailor your ad settings to your users