Subscription Age targeting is a great way to narrow your Push ad group to the audience most likely to convert, which can raise your ROI and lower your CPA. By customizing reach to users who opted into receiving Push notifications within a custom time frame, you're telling RTX Platform exactly which users you'd like to see your ad.

Conversion rates vary for different audience segments, and optimizing for maximum ROI requires testing different types of audience targeting.

For example, you may find that audiences who have been opted in for longer periods of time are more engaged by Push advertising because they’ve chosen not to opt out. On the other hand, you may find more recent subscribers convert best because Push ads are still new and exciting for them. These trends will likely vary depending on your offer.

TIP: Test targeting more recent subscribers against older subscribers to find the most engaged segment for your offer, or use the Subscription Age reporting dimension to see how performance varies by subscription age for each offer you’re running.

TIP: Create a new ad group targeting your highest converting subscription age range, then raise your bids to get more traffic from your most engaged audience. In general, we recommend raising your bids the more your audience narrows to ensure you receive optimal volume.

Use the Subscription Age dimension in RTX Platform reporting to see how performance varies by subscription age. The numeric value reported is the number of days the user(s) associated with the reported data have been subscribed to Push notifications.

You can also use the {SUBSCRIPTION_AGE} macro to pass back this information to your third-party tracking platform.

NOTE: Certain traffic sources do not pass subscription age. When the subscription age is not passed, you will see a blank value for that subset of data.

Follow the steps below to customize your ad group's Subscription Age targeting. You can also customize your Subscription Age targeting when you create a new ad group.

1. Log into your RTX Platform account and click the Push tab in the navigation bar.

2. Navigate to the ad group you're customizing either by clicking the name of the campaign that contains the ad group, then clicking the name of the ad group, OR by clicking the Ad Groups tab, then clicking a particular ad group’s name.

3. Click Settings and scroll down to the Subscription Age section. By default, your ad group targets all subscribed users. To customize your reach to users who subscribed within a specific time frame, select Target users based on subscription age.

NOTE: Certain traffic sources do not pass subscription age. When you customize Subscription Age targeting, your ad group will not be eligible for traffic with an unknown subscription age.

TIP: Because custom Subscription Age targeting narrows your reach, we recommend raising your bids for optimal volume.

4. Drag the sliders on the Subscription Age Selection bar to customize your audience. For example, if you position the slider on the left to 7 days and the slider on the right to 30 days, your ad group will target users who signed up as recently as 7 days ago and as long ago as 30 days ago.

5. Click Save and Continue at the bottom of the page to apply your new settings.