A method of generating user groups using sharding parameters is disclosed. The method identifies a set of sharding parameters including a number of user groups and a set of attributes associated with the number of user groups. The method defines one or more shards based on the number of user groups. The method further creates a user group based on the set of sharding parameters. The method further in response to determining that a number of users in the created user group exceeds a maximum number of users, modifies the set of sharding parameters. The method generates one or more modified user groups based on the modified set of sharding parameters, wherein each of the one or more user groups includes more than a single user.