Composer 1x Segments

The Composer 1x offering includes a range of predefined and machine learning segments defined by our teams and industry-leading best practices. Predefined segments make personalized targeting easier by offering a menu of segmenting options, optimized to solve common use cases to engage end-users, and drive subscription conversion, loyalty, and retention.

Segments Access

Clients who utilize custom terms as part of their Management + Billing offering will not be able to use subscription segments, as well as Likelihood to Subscribe (LtS) and Likelihood to Cancel (LtC) segments. However, if such clients are working with Piano's services team, LtS can be configured.

The predefined segment menu is part of the Composer 1x and is available to every Composer customer, however, access to some of the predefined and machine learning segments are limited to what Piano products you have licensed. Below is a list of the segment's categories and required licenses:

Composer license required:

• User Frequency

• User Recency

• User Interest

• Subscription Journey Segments*

Composer and Management + Billing licenses required:

• Likelihood to Subscribe (LtS)¹

• Likelihood to Cancel (LtC)¹

Composer and Audience licenses required:

• Bespoke Segments

For more information about licenses, see this FAQ.

*The subscription Journey Segments include the following segment groups:

• Brand Relationship

• Checkout Abandonment

• Expiring Subscribers

• Subscription Length

• Subscription Tenure

Segments will only be created if at least one user meets the criteria, including clients using linked terms. Empty C1x segments will not be generated, so clients without certain conditions (e.g., no paid trial users) won't see those segments until relevant data becomes available.

Segment Overview

The overview below presents the segment categories and segments a client gets access to dependent on their current licenses.

Please note, that a user can pass a segment only when all conditions under the User Segments card are met (i.e. the so-called "AND" logic rule is applied). So if any segment check fails, the following one won't be picked up and the Experience execution is stopped. This does not only apply to various selected Composer 1x segments, but also to all the other standard segmentation options described here.

In edge cases, some segments can take up to 1 day to catch up on new users.

Brand Relationship

Segments: 6

The Brand Relationship category of predefined segments offers you the ability to target users based on the type of relationship they have with your product. Segments in this category are mutually exclusive of each other. Users cannot exist in more than one segment at any given time.

Brand Relationship has several key use cases:

• Targeting users during their trial period in order to deliver special offers or customized onboarding experiences.

• Targeting users based on subscription status, so users who have disabled auto-renew can receive marketing offers on your website.

• Targeting churned users to offer them re-subscribe offers.

The individual segments within this category are:

• Registered Users: Users who have registered a known user ID

• Gift Recipients: Users who have accessed a subscription through a gift offer.

• Free Trial Users: Users who are currently on a free trial subscription.

• Paid Trial users: Users who are on a paid trial subscription.

• Subscribers: Users who are paid subscribers to your platform. Paid and free trial users are not included in this segment.

• Churned Users: Previous subscribers that have ended their subscriptions. This includes active and passive churn on recurring subscription terms.* It excludes external terms.

*This designation persists until the user initiates a new active subscription. Notably, there is no specific time limitation imposed on the duration a user remains in the "Churned users" segment; it is contingent on the user resuming an active subscription. Upon a churned user's decision to subscribe again, the "Churned users" segment will be automatically removed from their profile, reflecting their renewed subscription status. In scenarios involving multiple resources, if a user is subscribed to two different resources and chooses to unsubscribe from only one of them, the "Churned users" segment will not be applied. The "Churned users" segment is triggered solely when none of a user's subscriptions across all resources are currently active.

Please note, that users need to be logged in for this segmentation to work, or at least they needed to be logged in at some point in the past with the current cookie.

Users can be targeted through these Brand Relationship segments regardless of which user provider you are using.

Checkout Abandonment

Segments: 3

With the Checkout Abandonment segment category, you can target users that have started the checkout process on your application but have not completed it.

A key use case for this segment is:

• Targeting users that have entered the purchase funnel, but have not completed a transaction, with an offer that motivates them to return and complete the purchase funnel process.

The segments within this category are:

• Abandoned checkout in the last 48 hours

• Abandoned checkout in the last 7 days

• Abandoned checkout in the last 30 days

Please note, that the Abandoned checkout segments are set up to be mutually exclusive.

We consider a user to enter checkout when selecting a paid subscription term during the checkout flow. The user is considered abandoned if the checkout flow was not completed with a paid purchase within 30 minutes after entering the checkout flow.

Expiring Subscribers

Segments: 2

The Expiring Subscribers segment category allows you to target users whose subscriptions are at risk of expiring soon. This includes users who have disabled auto-renewal for their subscription payments, as well as users who are currently in a grace period due to a payment failure.

Key use cases for these segments are:

• Target subscribers who have disabled auto-renewal and deliver offers to encourage them to reenable auto-renew.

• Inform subscribers in grace period about their payment failure and encourage them to update their payment information to avoid losing access.

The segments available in this category are:

• Autorenew disabled subscribers: Users who have disabled automatic renewal of their subscription payment, and who will terminate their subscription upon the subscription end date.

• Users in grace period: Users who have experienced a payment failure after a renewal attempt, initiating a grace period during which we retry their payment method while they still have access.

Note: Dynamic subscriptions with deferred cancellation are included in the Autorenew disabled subscribers segment.

Targeting subscribers in grace period is valuable because these subscribers often are not aware they have had a payment failure. Informing them that they are at high risk of losing access unless they update their payment information is more likely to be successful when they are onsite using the subscription and actively benefiting from it. The "Users in grace period" segment captures all subscribers in grace, regardless of whether the grace period started due to a normal renewal or an upgrade.

Content Likely to Convert

Segments: 10

The Content Likely to Convert category of segments utilizes Piano's propensity algorithm to segment articles based on the likelihood that they will drive subscription conversions. The algorithm analyzes over a hundred different metrics to sort articles on a 0 to 100 scale in terms of their likelihood to convert.

The algorithm effectively sorts articles by likelihood to produce conversions, with the segments nearer 100 generating higher conversions per article than the segments at the lower end of the spectrum. Common use cases for Content Likely to Convert are:

• Creating dynamic content locking rules that adjust which articles are gated based on their likelihood to convert, to maximize subscription conversions.

• Targeting high-likelihood articles with promotional strategies to drive more traffic and conversions.

The segments in this category are:

• Content Likely to Convert: 0-9 (lowest)

• Content Likely to Convert: 10-19

• Content Likely to Convert: 20-29

• Content Likely to Convert: 30-39

• Content Likely to Convert: 40-49

• Content Likely to Convert: 50-59

• Content Likely to Convert: 60-69

• Content Likely to Convert: 70-79

• Content Likely to Convert: 80-89

• Content Likely to Convert: 90-100 (highest)

Please see this guide for more detailed information about our CLtC model.

Likelihood to Cancel

Segments: 10

The Likelihood to Cancel category of segments leverages Piano's LtC algorithm to segment subscribers based on the likelihood they would cancel their subscription, allowing you to identify the biggest factors driving cancellation and target high and low cancellation risk subscribers individually. Models output a probability score between 0 to 100 for each subscriber based on their likelihood to cancel. Subscribers are then broken into 10 segments that can be targeted using Composer, with 0-9 as least likely to cancel and 90-100 as the most likely to cancel.

A key use case for these segments is:

• Targeting users most likely to cancel their subscription with incentives like loyalty offers showcasing the value of continuing their subscription to prevent churn.

The segments in this category are:

• Likelihood to Cancel: 0-9 (lowest)

• Likelihood to Cancel: 10-19

• Likelihood to Cancel: 20-29

• Likelihood to Cancel: 30-39

• Likelihood to Cancel: 40-49

• Likelihood to Cancel: 50-59

• Likelihood to Cancel: 60-69

• Likelihood to Cancel: 70-79

• Likelihood to Cancel: 80-89

• Likelihood to Cancel: 90-100 (highest)

Note, that users need to be logged in for this segmentation to work.

Please see this guide for more detailed information about our LtC model.

Likelihood to Register

Segments: 10

The Likelihood to Register category of segments utilizes Piano's real-time registration propensity algorithm to segment users based on the likelihood that they will register on your website. The algorithm analyzes over a hundred different metrics to sort non-registered visitors on a 0 to 100 scale in terms of their likelihood to register.

The algorithm effectively sorts visitors by registration conversion rate, with the segments nearer 100 generating dramatically higher registration rates than the segments at the lower end of the spectrum. A common use case for Likelihood to Register is:

• Creating dynamic registration prompts that adjust the frequency and type of prompts based on the likelihood to register, to increase registration conversions.

The segments in this category are:

• Likelihood to Register: 0-9 (lowest)

• Likelihood to Register: 10-19

• Likelihood to Register: 20-29

• Likelihood to Register: 30-39

• Likelihood to Register: 40-49

• Likelihood to Register: 50-59

• Likelihood to Register: 60-69

• Likelihood to Register: 70-79

• Likelihood to Register: 80-89

• Likelihood to Register: 90-100 (highest)

Please see this guide for more detailed information about our LtREG model.

Likelihood to Return

Segments: 10

The Likelihood to Return category of segments utilizes Piano's real-time return propensity algorithm to segment users based on the likelihood that they will become loyal visitors to your website. The algorithm analyzes over a hundred different metrics to sort visitors on a 0 to 100 scale in terms of their likelihood to return.

The algorithm effectively sorts visitors by engagement rate, with the segments nearer 100 generating dramatically higher engagement rates, as measured by pageviews per visitor, than the segments at the lower end of the spectrum. Common use cases for Likelihood to Return are:

• Creating personalized content experiences that adjust the type of content shown based on the likelihood to return, to increase user engagement and retention.

• Targeting users with low/medium likelihood to return ratings with incentives to encourage repeat visits, such as exclusive content previews or loyalty programs.

The segments in this category are:

• Likelihood to Return: 0-9 (lowest)

• Likelihood to Return: 10-19

• Likelihood to Return: 20-29

• Likelihood to Return: 30-39

• Likelihood to Return: 40-49

• Likelihood to Return: 50-59

• Likelihood to Return: 60-69

• Likelihood to Return: 70-79

• Likelihood to Return: 80-89

• Likelihood to Return: 90-100 (highest)

Please see this guide for more detailed information about our LtRTN model.

Likelihood to Subscribe

Segments: 10

The likelihood to subscribe category of segments utilizes Piano's real-time subscription propensity algorithm to segment users based on the likelihood that they would subscribe to your website. The algorithm analyzes over a hundred different metrics in order to sort non-subscribers on a 0 to 100 scale in terms of likelihood to subscribe.

The algorithm effectively sorts visitors by conversion rate, with the segments nearer 100 generating dramatically higher-paid conversion rates than the segments at the lower end of the spectrum. Common use cases for Likelihood to Subscribe are:

• Creating dynamic paywalls that adjust the number of articles a user can access depending on their likelihood to subscribe to increase subscription conversion and balance ad inventory budgets. This can be done by setting different meter heights based on the propensity scores.

• Target users with low/medium likelihood to subscribe ratings with offers to mature their brand relationship by, for instance: registering, joining a newsletter, or personalizing recommended articles.

The segments in this category are:

• Likelihood to Subscribe: 0-9 (lowest)

• Likelihood to Subscribe: 10-19

• Likelihood to Subscribe: 20-29

• Likelihood to Subscribe: 30-39

• Likelihood to Subscribe: 40-49

• Likelihood to Subscribe: 50-59

• Likelihood to Subscribe: 60-69

• Likelihood to Subscribe: 70-79

• Likelihood to Subscribe: 80-89

• Likelihood to Subscribe: 90-100 (highest)

Please see this guide for more detailed information about our LtS model.

For details about the Likelihood to Subscribe In-App model for mobile applications, visit this page.

Dynamic Paywall

Segments: 20

The Dynamic Paywall category of segments utilizes Piano's dynamic paywall model to segment pageviews based on the likelihood of generating higher subscription revenue compared to advertising revenue. The algorithm analyzes various metrics to sort pageviews into 20 distinct segments.

The algorithm effectively sorts pageviews by revenue potential, with the segments nearer 0 generating higher subscription revenue and the segments nearer 19 generating higher advertising revenue. Common use cases for Revenue Auto-Optimization are:

• Creating dynamic content monetization strategies that adjust the focus between subscription and advertising revenue based on the revenue potential of each pageview.

• Targeting high-revenue potential pageviews with specific subscription monetization tactics to maximize overall revenue.

The segments in this category are:

• 0-4% (high ad potential category)

• 5-9%

• 10-14%

• 15-19%

• 20-24%

• 25-29%

• 30-34%

• 35-39%

• 40-44%

• 45-49%

• 50-54%

• 55-59%

• 60-64%

• 65-69%

• 70-74%

• 75-79%

• 80-84%

• 85-89%

• 90-94%

• 95-100% (highest subscription revenue potential)

Please see this guide for more detailed information about our Dynamic Paywall model.

Note that this model is activated upon demand and is not available by default. Additionally, an ARI license is required.

Please reach out to your Account Manager for further assistance with the activation process.

Subscription Length

Segments: 6

The Subscription Length segment category can segment users based on the terms of their subscription. The segments from this category range from weekly subscribers to annual subscribers.

Key use cases for these segments are:

• Target subscribers with monthly subscriptions with upsell offers to purchase an annual subscription, a month after they have subscribed.

• Target subscribers with weekly subscriptions with offers to purchase a monthly subscription, a month after they have subscribed.

The segments in this category are:

• Weekly Subscribers

• 4-week subscribers

• Monthly subscribers

• Quarterly subscribers

• Bi-annual subscribers

• Annual subscribers

Please note, that users need to be logged in for this segmentation to work.

Subscription Tenure

Segments: 8

The Subscription Tenure category of segments can segment users based on the amount of time they have been actively subscribed to your product. Only users subscribed to payment terms are included in this segment type.

The segments from this category range from the first 24 hours, to over 6 months.

A key use case for these segments is:

• Delivering onboarding messages or loyalty offers to subscribers based on the tenure of their subscription.

• Combining with other user segments, like user interest, to personalize onboarding messages and loyalty offers.

The segments within this category are:

• First 24 hour subscribers: 0-24 hours since the user converted to a paid subscription

• Week 1 subscribers: 1-7 days since the user converted to a paid subscription

• Week 2 subscribers: 8-14 days since the user converted to a paid subscription

• Week 3 subscribers: 15-21 days since the user converted to a paid subscription

• Week 4 subscribers: 22-28 days since the user converted to a paid subscription

• Month 1-2 subscribers: 29-60 days since the user converted to a paid subscription

• Month 3-6 subscribers: 61-179 days since the user converted to a paid subscription

• Month 6+ subscribers: 180 or more since the user converted to a paid subscription

Please note, that users need to be logged in and active subscribers for this segmentation to work. If several active subscriptions exist for the same user, then the earliest start date is applied.

User Frequency

Segments: 5

The User Frequency category of segments can segment users based on how often they visit your website. The segments in this category range from 1 visit in the past month to 10+ visits in the past month. This category is best used in combination with other segments. In some cases, the page view meter is an alternative to this segment if the experience you are creating requires a precise meter of active days.

A key use case for these segments is:

• Offer different loyalty messages or offers to users - users with a low number of visit days may need a different type of incentive, in order to come back more frequently, compared to users with many visit days.

• Targeting users with different levels of engagement in order to personalize offers based on the segment.

The segments within this category are:

• 1 visit day last month

• 2 visit days last month

• 3-4 visit days last month

• 5-9 visit days last month

• 10+ visit days last month

User Interest

Segments: up to 15

The User Interest segment consists of Machine Learning-generated segments based on the types of content users consume, to segment users based on the type of articles they read most often, and how much they read compared to others reading similar types of content. The interest categories are based on the industry standard IAB Content Taxonomy.

The user interest segments include users that Piano has determined are most interested in the topic. The threshold for who gets included is automatically tuned in real-time, to account for changes in reading patterns with newly emerging topics and articles.

The key use case in this category is:

• Targeting users by their main interest to personalize offers and messaging to cater to their specific interests. Sports fans can be targeted with a sports newsletter, technology can be emphasized as a key speciality in your subscription offer to technology fans.

The interest segments available are based on the topics the site has been publishing the most about. Some examples of what you can expect:

• Automotive fans

• Politics fans

• Business & Finance fans

You can see the details of all categories supported and their descriptions on the following page.

User Recency

Segments: 5

The User Recency segment category segments users by the time since they last visited your site. This category is useful for displaying offers to frequent customers, but also to identify customers who do not visit your website often, or have visited once and may never return.

A key use case in this category is:

• Targeting users who have not visited over a period of time, and providing them with the most popular articles they have missed in the last week, or month.

The segments within this category are:

• Active last 24 hours: Users last visit the site 0-24 hours ago

• Active last 1-2 days: Users last visit the site 1-2 days ago

• Active last 3-7 days: Users last visit the site 3-7 days ago

• Active last 8-14 days: Users last visit the site 8-14 days ago

• Active last 15+ days: Users last visit the site 15 or more days ago

Bespoke Segments

Bespoke segments are only made available to clients that have licenses for both Audience and Composer. With Bespoke Segments, you can create customer segments in our Audience segment builder, and share it directly with Composer for targeting using the integration described here.

For more information about Piano Audience visit this Documentation.

Last updated: July 02, 2026