Lifecycle programs
Lifecycle programs in the Marketing area (Growth) — route /marketing/lifecycle.
Lifecycle programs lives in the Marketing area of the dashboard, under Growth.
At a glance#
| Dashboard route | /marketing/lifecycle |
| Area | Marketing (marketing) |
| Group | Growth |
| Platforms | Available for every app platform. |
What it does#
Lifecycle is the marketing view of lifecycle programs: the campaigns that run against a user's stage in their relationship with your product, with their status and performance.
It sits between two neighbouring concepts. Lifecycle stages defines what the stages are; Automations and Journeys are the mechanisms that send. This page is the programme-level view of what is running.
When to use it#
When you want a single answer to "what messaging is currently reaching our users, and is it working?". Individual automations are easy to lose track of, and a user's experience of your product is the sum of all of them rather than any one.
That accumulation is the real risk with lifecycle marketing. Each programme is defensible; the user receives all of them.
Workflow#
Audit what is running before adding another
The most common finding is a programme nobody remembers enabling, still sending.
Think about total frequency, per user
Add up what a single user in a given stage could receive in a week. If it is uncomfortable to read, it is uncomfortable to receive.
Check performance per programme, not in aggregate
One effective programme and four ignored ones average out to mediocre and hide both facts.
Retire programmes that do not perform
An ineffective message is not neutral — it consumes the attention budget the effective ones need.
Permissions and prerequisites#
Requires lifecycle stages to be defined and messaging channels configured.
Limits and edge cases#
Suppression applies to every send. Suppressed users are excluded regardless of programme.
Stage membership is computed live, so the audience for a programme changes without you editing it.
Performance depends on the send channel's own reporting and inherits its caveats.
Sending is not done here. This is the programme view.
Troubleshooting#
A programme is not sending. Check that the stage has members, the channel is configured, and the programme is enabled.
Users complaining about volume. Add up everything they can qualify for. This is almost always the cause.
Good delivery, no effect. The message is arriving and not landing. Check timing before rewriting content.
Where the data comes from#
Served by
Lifecycle programs