Segments: Purpose, Composition, and Rules

Describes segments, their constituent parts, and rule creation with Segment Builder.

Purpose of Segments

A segment (or an audience) is a set of users who share common attributes. In Audience Manager, you create segments with server-side rules. These rules let you build audience groups based on site visitor attributes such as:

  • Behavior.
  • Demographics (age, gender, income, etc.).
  • Other characteristics you can define in the user interface.

Segment Composition

An Audience Manager segment is a server-side rule that consists of individual or groups of traits. Traits are composed of data elements called key-value pairs. Along with rules you set at the segment level, these key-value pairs contain the criteria that qualify visitors for trait and segment membership.

Create Rules-based Segments With Segment Builder

Unlike traditional pixels that fire in response to simple yes/no conditions, Segment Builder lets you create complex segment requirements. Like traits, segments evaluate data using Boolean expressions (AND, OR, NOT), comparison operators (greater than, less than, equal to, etc.), and recency/frequency criteria. These features help create focused audience segments relevant to your business needs.


Segments improve upon standard pixel-based audience creation/segmentation processes because they let you:

  • Build relevant, useful segments with first and third-party traits.
  • Create sophisticated and complex segmentation rules with Boolean operators, comparison expressions, and recency/frequency criteria.
  • Send segment data to a destination partner.
  • Monitor performance with Audience Manager reports.