Using Demand Score in Campaigns

Once you understand your demand score distribution, you can act on it by creating targeted audiences in your campaigns. Superwall provides a quick-start flow and manual options for building demand-score-based experiments.

Launching an experiment from Demand Score

The fastest way to get started is the Launch Experiment button at the bottom of the Demand Score page:

When you click it, Superwall handles the setup automatically:

1. If you have no campaigns, Superwall creates a new one called "Demand Score Campaign."
2. If you have one campaign, Superwall uses it directly.
3. If you have multiple campaigns, a dropdown appears so you can choose which campaign to use.

Superwall then creates a new audience named "Demand Score 80-100" with the filter rule demandScore >= 80 AND demandScore <= 100. The audience starts disabled so you can configure your paywall and settings before going live.

You'll be taken to the campaign page with the new audience ready for configuration. From there, you can attach paywalls, adjust the score range, and enable the audience when ready.

Creating a custom demand score audience

You can also build demand score audiences manually in any campaign. This gives you full control over the score ranges and combinations:

1. Navigate to your campaign and click to add a new audience.
2. In the audience filter settings, add a filter using the demandScore property.
3. Set the operator and value to define your target range.

For example, to target mid-intent users:

• demandScore is greater than or equal to 40
• AND demandScore is less than or equal to 79

You can combine demand score filters with any other audience filters (country, platform, app version, etc.) to create precise segments.

For full details on audience configuration, see Audiences.

Choosing your score ranges

Every app's demand score distribution is different. Rather than using fixed tiers, use the Demand Score charts to find natural breakpoints in your own data. Look for where conversion rate jumps or where user volume is concentrated, then define ranges that match your audience.

For example, if the Conversion Rate chart shows a clear uplift starting at score 65, you might define:

• High intent: 65–100
• Mid intent: 30–64
• Low intent: 1–29

Experiment strategies

Here are a few approaches to get started with demand score experiments:

Target high-intent users with premium offers

Create an audience for your highest-scoring users and show them your strongest paywall with premium pricing, annual plans emphasized, and minimal distractions. These users are already likely to convert, so reduce friction and let your best offer do the work.

Use softer approaches for lower intent

For lower-scoring users, consider delaying the paywall, offering a free trial with a longer duration, or using introductory pricing. These users may need more time to see value before committing.

A/B test by score range

Run parallel experiments where different score ranges see different paywalls. For example:

• High-scoring users see a direct purchase paywall with annual pricing.
• Lower-scoring users see a trial-first paywall with monthly pricing and a "cancel anytime" message.

Compare conversion rates across the ranges to learn what resonates with each segment.

Act on placement-specific insights

If the Breakdown by Placement chart shows a placement with high demand but low conversion, that's a sign the paywall at that placement isn't matching user intent. Create a demand-score-filtered audience specifically for that placement and test a different offer.