Building Segments

The Segment Builder provides a canvas to drag and drop Metric Dimensions, Segments, and Events to segment visitors based on container hierarchy logic, rules, and operators. This integrated development tool lets you build and save simple or complex segments that identify visitor attributes and actions across visits and page hits.

There are several ways to access the Segment Builder:

Analytics Tool Path

Analytics top navigation

Analytics > Components > Segments

Analysis Workspace

Analytics > Workspace, open a project and click + New > Create Segment

Reports & Analytics

Analytics > Reports, open an existing report and click the Segments icon in the left navigation, then click Add.

Ad Hoc Analysis

Build Segments in Ad Hoc Analysis

Report Builder

Add or edit segments in Report Builder

Segment Builder User Interface

The Segment Builder lets you build simple or complex segments that identify visitor attributes and actions across visits and page hits. It provides a canvas to drag and drop metric dimensions, events, or other segments in order to segment visitors based on hierarchy logic, rules, and operators.

Web UI Features

The Segment Builder lets you build and edit segments in the web UI (or in a Java UI in Ad Hoc Analysis). You can add rule definitions and containers to refine your segments, stack segments, and nest them to refine them. You can also validate how many page views, visits, and unique visitors result from your current segment definition. Then save the segment for future needs.

Access the Segment Builder by

  • Displaying an existing report and clicking the Segments icon in the left navigation. In the segment rail that displays, clickAdd.
  • From within the Segment Manager, clicking + Add.
  • Clicking an existing segment title in the Segment Manager to edit the segment in Segment Builder.



Feature Description
1

Title field

Let you name or rename the segment.

2

Description field

This is where you provide a description for the segment. You must provide a description if you want to share the segment.

3

Tagging interface

Lets you tag the segment you are creating by picking from a list of existing tags or creating a new tag.

4

Definitions canvas

This is where you build and configure segments, add rules, and nest and sequence containers. Allows you to provide a description for the new segment by selecting the container and dragging and dropping dimensions, segments, or metrics into the definition.

5

Top Container selector

Lets you select the top-level container (Visitor, Visit, Hit). The default top-level container is the Hit container.

6

Options (gear) icon

  • + Add container: Lets you add a new container (below the top-level container) to the segment definition.
  • + Add container from selection: Lets you create a new container from the element/s that you (multi-) selected in the Definitions field.
  • Exclude: Lets you define the segment by excluding one or more dimensions, segments, or metrics.
7

Dimension (orange sidebar)

Dimension that was dragged and dropped from the Dimensions list.

8

Comparison operator

You can compare and constrain values using selected operators.

9

Value

The value you entered or selected for the dimension or segment or metric.

10

And/Or/Then operators

Assigns the AND/OR/THEN operators between containers or rules. The THEN operator lets you define sequential segments.

11

Metric (green sidebar)

Metric that was dragged and dropped from the Metrics list.

12

Comparison operator

You can compare and constrain values using selected operators

13

Value

The value you entered or selected for the dimension or segment or metric.

14

X (Delete)

Lets you delete this part of the segment definition.

15

Save or Cancel

Saves or cancels the segment. After clicking Save, you are taken to the Segment Manager where you can manage the segment.

16

Search bar

Searches the list of dimensions, segments, or metrics.

17

List of dimensions

Click the header to expand.

18

List of metrics

Click the header to expand.

19

List of segments

Click the header to expand.

20

Report suite selector

Lets you select the reports suite that this segment will be saved under. You can still utilize the segment in all report suites.

21

Segment Preview

Lets you preview the key metrics to see whether you have a valid segment and how broad the segment is. Represents the breakdown of the data set you can expect to see if you apply this segment. Shows 3 concentric circles and a list to show the number and percentage of matches for Hits, Visits, and Visitors for a segment run against a data set. This chart is updated immediately after you create or make changes to your segment definition.

22

Product Compatibility

Provides a list of which Adobe Analytics products (Analysis Workspace, Reports & Analytics, Ad Hoc Analysis, Data Warehouse) with which the segment you created is compatible. Most segments are compatible with all products. However, not all operators and dimensions are compatible with all Analytics products, especially Data Warehouse. This chart is updated immediately after you make changes to your segment definition.

Note: Segments with embedded date ranges continue to operate differently in Analysis Workspace versus Reports & Analytics: In Workspace, a segment with an embedded date range overrides the panel date range. By contrast, Reports & Analytics gives you the intersection of the report date range and the segment's embedded date range.
(not shown in screen shot)

Publish to Experience Cloud (for <report suite name>)

This option appears only if the report suite that you are saving this segment to is enabled for the Experience Cloud. By publishing a segment to the Experience Cloud, you can use the segment for marketing activity in the Audience library, Target, and Audience Manager. A segment title and description are required.

Note: In Analytics, you can edit or delete a published segment. If the segment is in use, a warning message is issued when you edit a segment. You cannot delete a published segment that is in use by Adobe Target.



Important: You must limit the number of audiences shared from Analytics to 20 to avoid additional processing delays. Audiences shared to the Experience Cloud from Analytics cannot exceed 20 million unique members. Also, due to caching, deleted report suites in Analytics require 12 hours before the deletion is shown in the Experience Cloud.
Important: Once a visitor qualifies for the audience shared from Analytics, there is a 24 - 48 hour delay before that information is actionable in Target, Media Optimizer, and Campaign.

Build Segments

  1. Simply drag a Dimension, Segment, or Metric Event from the left pane to the Definitions field.



    The default top-level Hit container is shown after dragging an element to Definitions. You can change the container type to Visit or Visitor from the Show drop-down menu.

  2. Set the operator from the drop-down menu.
  3. Enter or select a value for the item selected.
  4. Add additional containers if needed, using And, Or, or Then rules.
  5. After placing the containers and setting the rules, see the results of the segment in the validation chart at the top right. The validator indicates the percentage and absolute number of page views, visits, and unique visitors that match the segment you created.
  6. Under Tags, tag the container by selecting an existing tag or creating a new one.
  7. Click Save to save the segment.

You are now taken to the Segment Manager, where you can tag, share, and manage your segment in multiple ways.

Build and Nest Containers

You can build a framework of containers and then place logic rules and operators between.
  1. Click Options > Add Container.



    A new Hit container opens without a Hit (Page View) identified.



  2. Change the container type as needed.
  3. Drag a Dimension, Segment, or Event from the left pane to the container.
  4. Continue to add new containers from the top-level Options >Add container button at the top of the definition, or add containers from within a container to nest logic.

    OR

    Select one or more rules and then click Options > Add container from selection. This turns your selection into a separate container.

Use Date Ranges in Segments

You can build segments that contain rolling date ranges in order to answer questions about ongoing campaigns or events.

For example, you can easily build a segment that includes “everyone who has made a purchase over the past 60 days”.

You create a Visit container and within it, add the Last 60 days time range and the metric Orders is greater than or equal to 1, with an AND operator:



Stack Segments

Stacking segments works by combining the criteria in each segment using an 'and' operator, and then applying the combined criteria.

For example, stacking a "mobile phone users" segment and a "US geography" segment would return data only for mobile phone users in the US.

Think of these segments as building blocks or modules that you can include in a segment library, for users to use as they see fit. That way, you can dramatically reduce the number of segments needed. For example, assume you have 40 segments:
  • 20 for mobile phone users in different countries (US_mobile, Germany_mobile, France_mobile, Brazil_mobile, etc.)
  • 20 for tablet users in different countries (US_tablet, Germany_tablet, France_tablet, Brazil_tablet, etc.)
By using segment stacking, you can reduce your segment count to 22 and stack them as needed. You would need to create these segments:
  • one segment for mobile users
  • one segment for tablet users
  • 20 segments for the different geographies
Note: When stacking two segments, they are by default joined by an AND statement. This cannot be changed to an OR statement.
  1. Go to the Segment Builder.
  2. Provide a title and description for the segment.
  3. Click Show Segments to bring up the list of segments in the left navigation.
  4. Drag and drop the segments you want to stack to the segment definition canvas. Here is an example of a segment that stacks the existing segments "Visits from Tablets" and "US Geo":



  5. Save the segment.

Use Segment Templates

Templates represent the old pre-configured and suite segments.

In the Segment Manager, click Add, which takes you to the Segment Builder. Now click the Segments icon to bring up the segment rail. The segment templates appear at the bottom of the segment list. They are distinguishable by a folder icon to the left of the template name:



You can drag these templates into the Definitions canvas and use them as they have been defined, or modify them.

Template Name Definition
Abandon Cart View data for visitors that added items to their carts but did not order anything. In the Segment Definition, the container is Visit. The rule for this sequential segment is

Cart Additions is not null

Then

Orders equals 0.

First Time Visits View data for visitors that have visited a maximum of one [1] times. In the Segment Definition, the container is Visit. The rule is

Visit Number equals 1.

Non-Purchasers View data for visitors that have not participated in an order event. In the Segment Definition, the container is Visitor. This segment uses the Exclude logic. The rule is

Orders is not null.

Non-Single Page Visit (Non-Bounces) View data for visitors that visited more than once. In the Segment Definition, the container is Visitor. This segment uses the Exclude logic. The rule is

Single Access is not null.

Paid Search View data from visitors originating from a paid search. In the Segment Definition, the container is Visit. The rule is

Paid Search equals 1.

Purchasers View data for visitors that have participated in an order event. In the Segment Definition, the container is Visitor. The rule is

Orders is not null.

Return Visits View data from visitors that have visited at least once. In the Segment Definition, the container is Visit. The rule is

Visit Number is greater than 1.

Single Page Visits View data from visits in which you see a single page value, even though you may submit multiple page views during that visit. Single-page visits with exit link events are included in the segment. In the Segment Definition, the container is Visit. The rule is

Single Page Visits equals 1.

Viewed Product Didn't Add to Cart View data for visitors that viewed products but had no cart additions. In the Segment Definition, the container is Visit. The rule for this sequential segment is

Product Views is not null

Then

Cart Additions equals 0.

Visits from Campaign View data from visitors referred by campaigns. In the Segment Definition, the container is Visit. The rule is

Tracking Code is not null.

Visits from Mobile Devices View data from visitors using mobile devices. In the Segment Definition, the container is Visit. The rule is

Mobile Device is not null.

Visits from Natural Search View data from visitors not originating from a paid search. In the Segment Definition, the container is Visit. The rule is

Paid Search equals 0.

Visits from Non-Mobile Device View data from visitors not using mobile devices. In the Segment Definition, the container is Visit. This segment uses the Exclude logic. The rule is

Mobile Device Type equals Mobile Phone

Or

Mobile Device Type equals Tablet.

Visits from Phones View data from visitors using phones. In the Segment Definition, the container is Visit. The rule is

Device Type equals Mobile Phone.

Visits from Search Engines View data from visitors referred by search engines. In the Segment Definition, the container is Visit. The rule is

Referrer Type equals Search Engines.

Visits from Social Sites View data from visitors referred by social sites. In the Segment Definition, the container is Visit. The rule is

Referrer Type equals Social Networks.

Visits from Tablets View data from visitors using tablets. In the Segment Definition, the container is Visit. The rule is

Device Type equals Tablet.

Visits with Visitor ID Cookie View data from visitors to your site, where a persistent cookie is required. In the Segment Definition, the container is Visit. The rule is

Persistent Cookie equals 1.

Example: Campaign Visitors Segment

Shows an example of this frequently used segment.

Many customers want to see metrics from visitors who responded to specific campaigns. Creating a campaign visitors segment is an easy way of getting this data.

Building this segment in the Segment Builder means that from a top-level Visit container, you drag in a campaign dimension, in this case Campaign Name:



(Optional) You can also apply a Campaigns tag to this segment, if you wish to easily filter on all your campaign-related segments.

Create Segments from a Fallout Report

Define a fallout report and use it to generate a segment in Analysis Workspace and share across the Unified Segmentation infrastructure.

For a more detailed example with screenshots, go here.

  1. In Analysis Workspace, create a Fallout report that includes the dimension you want to use for your segment.
  2. Right-click the dimension in the Fallout report and select Create segment from touchpoint.
  3. In the Segment Builder, name the segment, enter a description, change rules, add to logic, and then save.

Ad Hoc Analysis Features

The Segment Builder for Ad Hoc Analysis includes features built on Java libraries but contains the same features as the web console. Like the web console, it allows you to drop elements from the left panes to the Segment canvas and then run against the data set.



Feature Description
1 Dimensions pane Lists dimensions.
2 Dimension element tabs Drills into Dimension attributes and displays Dimension element values, such as a list of Pages, Languages, or Campaigns. For example, if you select the Page in the Dimension pane, a Pages pane will appear with a list of web pages for your site.
3 Search box Searches across the pane.
4 Events tab Lists metric events to apply to the segment.
5 Segments tab Lists pre-configured segments.
6 Templates tab Lists pre-configured segments to build from.
7 Segment Title Allows you to name or rename the segment.
8 Segment Description Allows you to provide a title for the new segment.
9 Add Container menu Lets you add a new container to the Segment canvas.
10 Move handle Highlights a section and lets you reposition it within the Segment canvas.
11 And/Or menu Assigns the AND/OR operator between containers.
12 Segment Canvas The work area is where you build and configure segments, add rules, and nest and sequence containers.
13 Execute button Click the Run icon to run the segment against the data set. If invalid, the button will not be active and the tool tip will define the error.
14 Report visuals Presents a pie chart to show number and percentage of Page Views, Visits, and Visitors for a segment run against a data set.
15 Save button Saves the segment for reuse or lets you Save As from the drop-down menu.

Build Segments in Ad Hoc Analysis

See About Segments for additional information.

  1. Open the Segment Builder from the Segments panel in the left sidebar. Click the wrench icon and select New Segment from the menu.



    The Segment Builder will open.

  2. Drag entities from the Dimension, Dimension element, Event, Templates, or Segment panels from the left sidebar to the Segment Canvas.



  3. Enter a value for the dimension.

    Enter a value or select value by clicking the magnifying glass icon. A menu will open to select possible value for the dimension.

  4. Set the operator from the list of operators.



  5. Resolve any errors identified by the Error icon .

    Mousing over the Error icon brings up a message identifying the error.

  6. After placing the containers and setting the rules, click the Run icon to run the segment against the selected dataset.
  7. View a preview of the results in applying the segment at the bottom of the pane.



  8. Click the Save button to save the segment in the Segments pane for future use.