Segments are custom subsets of data, or data filtered by rules that you create. Segments are based on hits, visits, and visitors. For example, you can run a Pages Report and then apply a Visitors from Mobile Devices segment.

Unified Analytics segmentation lets you build, manage, share, and apply powerful, focused audience segments to your reports using Analytics capabilities, the Adobe Marketing Cloud, Adobe Target, and other integrated Adobe products.

Analytics segmentation includes the Segment Builder to construct segments and run a pre-test, and the Segment Manager to collect, tag, approve, set security, and share segments across your organization.


Target uses segment filters, which are groups of visitors who share a specific characteristic or set of characteristics. For example, visitors who arrive at your page from a certain search engine might be one segment. Other segments might be based on gender, age, location, registration status, purchase history, or just about any other detail you can collect about your visitors. Use segment filters to divide visitor traffic, and compare experience performance for each traffic segment.

See Segment Filters in Help.

Data Workbench

You can create a segment of the elements of any countable dimension and then output data for that segment on a batch or ongoing real-time basis into a tab-delimited file. Each time that you export a segment, you output metric or dimension data for all of the dimension elements included in that segment. You can control how the output data is formatted so that other systems can easily load the data.

See Configuring Interface and Analysis Features in the Data Workbench User Guide

Audience Management

A segment (or audience) defines a set of users who share similar attributes. In audience management, segments help you classify people into related subgroups based on server-side rules you create in Segment Builder.

For example, segment rules can evaluate people based on customer type (casual browser vs. serious purchaser), geography, demographics, and many other characteristics. Segmentation is useful when you need to target products and services to specific groups with similar interests and behavior.