When you select a Target audience for an A/B test or a message, you’ll see a magnet button to the right of your Target selection. The magnet button sets your Target’s “stickiness,” which determines what happens when a user in your audience leaves the target group. (The button is blue for a sticky target and gray for not sticky.)
When the target is sticky 🍭, users will stay in your A/B test or message's target audience, even if their target criteria changes.
For example: Let's say our message’s Target is “City is San Francisco.” What if one of our users opens the app in San Francisco, then flies to Los Angeles? If the target is sticky, this user will still be eligible for the message. They are “stuck” in the Target, even though they aren’t technically in our Target audience anymore.
With a non-sticky target 🍳, users are removed from your A/B test or message audience if they fall out of the Target group. Users who are no longer in your target audience will stop seeing the message or test experience the next time their target is evaluated.
Non-sticky example: Our message Target is “City is San Francisco.” Our user opens the app in San Francisco — the message is synced to their device — and later that day they fly to Los Angeles. Since the target is not sticky, our user will not receive the message while they are in Los Angeles (because they are not in our Target audience).
What happens if a user falls out of the target audience, then comes back in?
In a sticky test or message, your user will continue to receive their original test or message experience, no matter how many times their target status changes.
With non-sticky targets, users who exit your target group can receive your message or test again if they fall back into the target. But, these users will experience A/B test as if they are a new user. See below for more on user exit and re-entry for non-sticky messages and tests:
- Non-sticky A/B test: a user who exits the target group then re-enters will be treated like a new user and randomly sorted into one of your test groups (variants or control). This means that users who exit and re-enter your target may experience more than one of your test groups. To prevent this, A/B tests are set as sticky by default, but you can make them un-sticky in the target settings.
- Non-sticky messages: When a message is not sticky, users who don’t fit your Target audience won’t receive your message anymore. If they fall back into your target, they could trigger the message to send again.
Note: Message targets are non-sticky by default. This is because, most of the time, the content of a message isn’t relevant to users who aren’t in our target audience anymore. Turn stickiness on if you want users to continue receiving your message even after they fall out of the target.
Tip: If you want to keep users from seeing the same content too many times, you can set limits on the number of times a user will see a message.