Overview

A Segment is a group of users, grouped by defined criteria, such as user profile properties, and actions taken. For example, a segment can be users who visited a website for the first time in the past 30 days. A more complex segment could be users who live in San Francisco, were acquired via an Instagram campaign in May, and purchased 3 or more times from January to April. Once you’ve identified your target segments, you can create them and start mapping your segments to the corresponding campaigns. You can also analyze segments over time to understand how a segment behaves in response to your marketing initiatives.

The Segment object can be accessed under the Audiences section. From the Segments page users can:

Access the list of created segments
Access the segment itself
Search for the created segment
Filter the segments
Create new segments
Edit created segment names'
Delete the created segments
Duplicate the created segments

Creating a Segment from a template

Under the Audiences tab locate and click the Segments object. Once in the object, click on the Create segment button. Select the Source of the segment. By doing so, you will be provided with a list of available templates.

NOTE: You can create multiple Segments simultaneously from templates by clicking on the Create & add one more segment button.

Creating an Event-based Segment from scratch

Under the Audiences tab click and locate the Segments object. Once in the object, click on the Create segment button. Afterward, click on the Create a segment button.

Add a descriptive name for the segment.

Select the corresponding group that will be matching the created segment conditions:

Users
Accounts

Select corresponding segment filtering criteria, in this case, Events.

After choosing the Events-based filtering criteria, choose whether the event has been performed or not as well as Recency and Frequency conditions.

Adding a frequency condition

If needed, you can add a frequency condition to the Event-based filter by clicking the Add frequency button. A dropdown will appear with the following selections:

Exactly
Greater than
Less than
Greater than or exactly
Less than or exactly

Input the count after the operator has been selected.

Input the Timeframe of after the count by selecting from the dropdown one of the following:

Minute
Hour
Day
Week
Month
Year

Adding a recency condition

If needed, you can add a recency condition to the Event-based filter by clicking the Add recency button. A dropdown will appear with the following selections:

Before
After
Date range
This
Last

After the operator has been selected, choose a day or a date range from the calendar.

Input the Timeframe of after the count by selecting from the dropdown one of the following:

Minute
Hour
Day
Week
Month
Year

Creating a Segment-based segment

Under the Audiences tab click and locate the Segments object. Once in the object, click on the Create segment button. Afterward, click on the Create a segment button.

Add a descriptive name for the segment.

Select the corresponding group that will be matching the created segment conditions:

Users
Accounts

Select corresponding segment filtering criteria, in this case, Segments.

After choosing the Segments-based filtering criteria, choose whether the user or account is within the Segment or not.

Creating a Metric-based segment

Under the Audiences tab click and locate the Segments object. Once in the object, click on the Create segment button. Afterward, click on the Create a segment button.

Add a descriptive name for the segment.

Select the corresponding group that will be matching the created segment conditions:

Users
Accounts

Select corresponding segment filtering criteria, in this case, Metrics.

After choosing the Metrics-based filtering criteria, choose the operator from the following dropdown:

Exactly
Greater than
Less than
Greater than or exactly
Less than or exactly

After the operator has been selected, input the value.

Creating an Attribute-based segment

Under the Audiences tab click and locate the Segments object. Once in the object, click on the Create segment button. Afterward, click on the Create a segment button.

Add a descriptive name for the segment.

Select the corresponding group that will be matching the created segment conditions:

Users
Accounts

Select corresponding segment filtering criteria, in this case, Attributes.

After choosing the Attribute-based filtering criteria, choose the property from the following dropdown.

Select the operator from the following dropdown list:

Exactly
Greater than
Less than
Greater than or exactly
Less than or exactly

After the operator has been selected, input the value.

Segment conditions and formula operators

Operators in the segment editor allow you to define your segment by using complex conditions. By clicking on AND/OR operators, you can specify how each segment filter relates to the other. For example, if you have selected purchase and add to cart events, you can create relations with an ANDoperator that will require both segment filtering conditions to be valid. If you put the OR operator here, it would mean that at least one filtering condition is sufficient to assign the user to the segment.

Segment field properties

While creating a segment, you can perform certain actions with the fields, such as:

Duplicate
Move above (when 2 or more fields are configured)
Move below (when 2 or more fields are configured)
Delete

To do so, on the right-hand side of the field, locate the Three dots icon and click on it. A dropdown will appear with the available properties.

Segment formula

The Segment formula is very similar to the Event formula - it dynamically displays the segment definition. Letters in blue color show that these filter objects (e.g. A and B and C) are in the brackets and must be prioritized in the formula.