As monitors users and accounts during their whole lifecycle, from very first ad interaction on e.g. LinkedIn over visiting the website and creating a trail over becoming a customer and even potentially churning, the first most-elementary segmentations are lifecycle stages.


When creating your brand new account, default stages are defined for you, both on user- and account level:

  • New

  • Trial

  • Customer

  • Churn

The rules for defining them however still need to be implemented, based on the events and properties (and other datapoints). We'll come to that later. And of course, an admin may choose to redefine those stages to better meet business specifics.

How does a user or account get into a lifecycle stage?

Each stage has a set of rules. When a user or account's lifecycle stage is to be determined, will start at the last stage. If its rules check out to be true, the stage is set. If not, goes to a previous stage and checks its rules again. This continues until the first stage is met (that has no rules).

Next to each stage, you have its order number...1 to 8. There's a maximum of 8 stages that can be defined. You can reorder the stages by pressing the arrows above/under the order number.


Different health profiles for different lifecycle stages

For each stage, determines if the user/account is in good, bad or normal health. It does that again by checking if health rules are met. But because health rules are typically different if a user/account is on web. in trial, a paying customer or has recently churned, we set different health rules —organised by health profile— for different stages.

Stage as actionable field in the tools you already use automatically adds a computed property 'Stage' to each user and account, and fills in the name of the current stage automatically. As with all properties, it can be sync'ed to the proper connections where the 'Stage' property was mapped to a custom destination field.

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