Segments

A segment is a group of visitors who share a defined set of properties or behaviors. Segments are used for:

  • reporting — What percentage of segment X took action Y?
  • campaigns — Show notification X to members of segment Y, in order to increase conversion event Z.

A few examples will help you understand what you might define as a segment.

  • Visitors who have viewed Product X, but have not added item to shopping cart
  • Visitors who have added a product to the shopping cart, but have not made a purchase
  • Visitors who have viewed the same product three or more times

Note

Segments are groups of visitors to your site, so a good segment description usually starts with “Visitors who…” followed by one or more descriptors.

Segments can be highly specific, incorporating a number of different filters. For example, this is a usable segment:

  • Visitors from California who visit the website at night and view more than three products without adding any items to the shopping cart.

Tip

Extreme segmenting is very useful if you have a large number of visitors and a variety of ways in which they interact with your site. However, if your visitor base is small, try not to get carried away. If a segment only has one or two visitors in it, that might be too specific.

Tip

The types of filters you use to create a segment can also be used when creating a campaign. This means that if you plan to send different notices to “subgroups” you could create a larger segment with few filters, and then use the Campaign filters to specify who gets which notification.

Defining a Segment

Do get started, click + New Segment, then fill in a meaningful name and description.

_images/new-segment.png

Properties

The actual segment is defined by the property filters you add to it. Filters use Boolean AND logic, which means any member of the segment must satisfy all the conditions you list.

The easiest way of thinking about this is that each new segment has every visitor in it, and then you add property filters to filter out any one who doesn’t meet those criteria.

_images/segment-props1.jpg

For our example, “Has Added Product to Cart but Not Purchased,” we need to add two properties:

  • Has added product to cart
  • Has not completed a purchase

If we set up our Events well, this shouldn’t be a problem, since we’ve already defined a set of browser actions which mean “Add to Cart” and “Completed a Purchase.”

_images/simple-segment-filter.png

You can filter segments by:

  • behavioral properties, based on events
  • fixed properties, based on attributes of the visitor

All custom events are available under behavioral properties.

Sample Segment Setup

Following sample setup shows a more complex segment with several properties attached to it:

_images/segment-props2.jpg

Add An Event Property

Use property operators to add certain events to your segment:

● Count of
● Has done
● Has not done
● Will do
● Will not do

‘Count of’, ‘Has done’ and ‘Has not done’ are past event property operators. You can specify the time when the event(s) added to your segment should have happened.

If you select ‘at any time’, the visitor will become segmented as soon as he

● has triggered x times OR
● has triggered OR
● has not triggered

the event(s) added to the segment, depending on the event property you selected.

If you select ‘less than 30 seconds ago’, the visitor will become segmented for 30 seconds as soon as he

● has triggered x times OR
● has triggered OR
● has not triggered

the event(s) added to the segment, depending on the event property you selected.

If you select ‘more than 30 seconds ago’, the visitor will become segmented with a 30 seconds delay after he

● has triggered x times OR
● has triggered OR
● has not triggered

the event(s) added to the segment, depending on the event property you selected.

‘Will do’ and ‘Will not do’ are predictive (future) event property operators. Therefore they don’t allow any further specification.

Add A Fixed Property

Add A Fixed Property For fixed properties use property operators to exclude or include certain property values.

Suitable operators such as

● contains / does not contain
● defined / not defined
● equals / does not equal
● true / false

for a property are automatically displayed.

Use asterisks * as wild card expressions for almost any property value.

The right property value data type is automatically selected, you don’t need to change it.

Concatenate Properties

Add as many properties to a segment as you like simply by clicking ‘Add Filter’. Create more sophisticated setups by nesting fixed properties with the ‘+’ button.

Properties can be concatenated with boolean operators AND or OR. Change any (nested) property concatenator to AND or OR by just clicking on it.

Segment A User

A user becomes segmented for the sample segment above when he

  1. Has visited the website at any time AND
  2. Has not visited the speakers category page yet AND
  3. Is predicted to visit the speakers category sometime AND
    1. His browser version is either applewebkit/603.2.4 OR
    2. applewebkit/604.1.34 AND
  4. His geo location is Kiev AND
  5. The referring UTM campaign is ‘speakers’.

Please note the nested page browser version properties a and b.

Segment Analytics

From the Segments page, click on any Segment to view analytics data about that Segment.

At the top of the Segment Overview page, you’ll see a brief overview. This displays information about the traffic within that segment over the last six months (or since tracker creation). Revenue calculation and orders are based on the Tracking Revenue with trackcharge event.

_images/segment-overview.png

Below that is an interactive overview showing traffic (bars) and a selected success metric (points and lines) over some period of time. The default period is 24 hours, and the default success metric is conversion rate. (These can be adjusted via the drop down menus.)

_images/tracker-overview-2.png

In both sets of charts on this page, both the left and right charts show the same periods and metrics. The left (orange) shows unidentified visitors, while the right (green) shows identified visitors.

Note

Since trackers begin collecting visitor data automatically once installed, Segment analytics will contain data from before the segment was formally defined in the console.

Segment Activity

From the Segment Overview page, you can click on Activity on the right side of the panel to dive into activity data for this segment.

At the top of the page is a chart that shows visitors within the segment(the solid area) and the selected success metric for the segment (nodes and lines).

_images/tracker-activity-overview.png

You can use the menus in the top right to change the success metric and to to toggle between identified, unidentified, and all users.

Below the Activity overview chart there is a collection of calendar-based charts.

_images/tracker-activity-showertiles.png

There is a chart for each recorded event experienced by visitors within the segment in the time period. The chart shows a brief overview of the activity pattern for the specific visitor who experienced the event, over the last six months.

You can use this to explore sample activity patterns individually (rather than in the aggregate). Click on Learn more on any event chart to see details on that specific visitor’s journey through your site.

_images/event-journey.png

You can use the input at the top of this section to filter the displayed events.

_images/filtered-showertiles.png