Audience Segmentation & Targeting for Paywalls

Showing every user the same paywall is a compromise. Superwall lets growth teams target the right offer and price to each segment — building audiences, scoring users by likelihood to convert, and matching the right paywall to each user, all from the dashboard with no app release required.

Why it matters

One-size-fits-all paywalls leave money on the table. Your most likely buyers could convert on a premium offer; your hesitant users need a softer path; users in different countries, on different devices, or at different points in your funnel respond to different screens. The problem is that most teams hard-code who sees what, so every change to targeting means a ticket and a wait for the next build.

Superwall moves targeting into a place growth and marketing teams control directly. You change which users see which paywall the same way you change the paywall itself — remotely, instantly, and measurably.

What you can do with Superwall

• Build audiences from real signals. Audiences let you set up simple or complex filtering rules to match users and show them a specific paywall. Filter on user attributes, device and app details, subscription status, registered events and placements, and event frequency — and distribute multiple paywalls across an audience with percentage splits.

• Combine conditions with rule logic. Use AND/OR rule groups to express complex segments, and control the order Superwall evaluates audiences top-to-bottom.

• Score users by likelihood to convert. Demand Score assigns every user a value from 1–100 indicating how likely they are to convert, computed automatically from device-level signals like device model, OS version, app-open frequency, and paywall interactions.

• Target by intent. Read the conversion-rate charts to find natural breakpoints, then build audiences by score range — for example demandScore >= 80 AND demandScore <= 100 for your high-intent segment.

• Let AI build the segment. Describe your target segment and AI Audience generation creates the filter for you.

• Pass your own data. Set any user data via setUserAttributes() and reference it directly in audience filters and paywall text.

How it works

• Send Superwall the signals you have. Set custom user attributes via setUserAttributes(), and register the events that mark moments in your funnel. Conditions become available for targeting as data is retrieved from the SDK via registering events or setting user attributes.

• Define your audiences. In a campaign, add audiences with filtering rules. Superwall evaluates them top-to-bottom; once a user matches, they see the paywall for that audience, and assignments are sticky so the experience stays consistent.

• Layer in Demand Score. Add the demandScore attribute to an audience to target users by likelihood to convert, optionally combined with country, platform, or app version.

• Launch and measure. Use the one-click "Launch Experiment" flow from the Demand Score page to spin up a high-intent audience, then track matches, conversions, and per-audience performance — no app release needed at any step.

Proof from customers

Segmentation and targeting come up across customer conversations as a lever to make pricing and offers higher-leverage — customers consistently look for changes that can materially increase revenue, especially through platform, geography, or usage-based segmentation. The underlying capabilities here are documented in the product: Demand Score is explicitly a 1–100 likelihood-to-convert value per user, and Audiences support attribute, device, subscription-status, event, and frequency filters with AND/OR logic and AI-generated segments.

Showing every user the same paywall is a compromise — target the right offer and price to each segment, no app release required.

Use cases

• High-intent vs. low-intent offers. Show users scoring 70–100 a premium offer and give lower-intent users a softer path.

• Geo and localization. Target paywalls and pricing by country alongside Demand Score ranges.

• Win-back and status-based flows. Filter on subscription status to target lapsed, trialing, or auto-renew-off users with the right message.

• Funnel-stage targeting. Use event frequency and registered events to target users by how often they've taken a key action.

• Personalized paywalls. Reference user attributes in paywall text to tailor the screen to each segment.

Get started

Start building audiences in the Audiences documentation, explore Demand Score targeting, or install the SDK with the iOS quickstart. Create a free account at superwall.com.