How can I segment users in a Customer Journey based on their in-app actions? Should I use Events or Tags?

You can branch a Customer Journey on what a user did using either Events or Tags. In both cases the element you add to the canvas is the same one: Condition split.

For example, you can show an offer and then route away users who already purchased it, started a trial, or closed the offer screen.

1. Using Events

Best if your app already sends custom events, e.g. paywall_closed, trial_started, subscription_purchased.

• Put a Wait for Trigger element on the event you want to react to, and branch on whether the user triggered it within the waiting window.
• To branch on the value of an event attribute collected earlier in the journey, add a Condition split, choose Event as the condition type, pick the event in Event from Journey, choose the Attribute, then define one branch per value (for example type = cardio / strength / yoga).

2. Using Tags

Best if you prefer to keep state on the user profile.

• Your app (or an Update user profile element inside the journey) sets the tag — for example a Boolean has_interacted_with_paywall, or a String subscription_status with values trial / active.
• Add a Condition split, choose Tag as the condition type, select the tag, choose the operator (is, is not, contains, any, not set, etc.) and add a branch per value. The tag must already exist in your account.

Also available

A Condition split can also branch on Segment membership, which is handy when the audience rule is more complex than a single tag. Every Condition split automatically gets an All other users branch, and you can define up to 10 branches per split.

Which one should I choose?

• Choose Events if your app is event-driven and you want to react to real-time actions or to attribute values captured during the journey.
• Choose Tags if you want a durable user state you can also reuse in segments and other campaigns.

See Condition split for details.