Segments

Overview

A segment is a group of people defined by rules on their profile. Segments include both registered users and anonymous visitors, so you can target readers long before they sign up.

Segments are used in three places:

Orchestration: show an Experience only to people in a segment
Ad targeting: share segment IDs with Google Ad Manager and Prebid, see Ad Targeting
Exports and analysis: count, preview and list the people in a segment

Create a segment

Go to Audience Operation → Segmentation and click New.
Name the segment and choose a project, or All for every site in your organization.
Add rules. Rules in the same group are combined with OR, groups are combined with AND.
Click Preview to see how many registered users and anonymous visitors match, with a sample of each.
Save the segment.

You can also start a segment from the Audience Overview: every Create segment button opens the segment editor with the rules already filled in.

Profile fields

Rules use fields of the visitor profile:

Behaviour of the last 30 days: active days, pageviews, categories, keywords, authors, referrers, sites, experiences seen and clicked, actions and tags
Registration and declared data: registration details, newsletter subscriptions and the fields you collect with forms
Subscription: Subscription Status, Subscription Plan, Subscription Renews
Email engagement: Email subscriber, opens and clicks in the last 30 days, last open and last click

Operators

Field type	Operators
Text	equals, contains, starts with, ends with, regex, wildcard, has any value, and their negations
Number	equals, less than, greater than (or equal), has any value, has no value
Date	equals, before, after, within the last N days, within the next N days, has any value, and their negations
List	equals, contains, has any value, has no value

Examples:

Loyal readers: Active days (last 30 days) greater than or equal to 5
Lapsing readers: Active days (last 30 days) ≥ 5 and Last seen not within the last 7 days
Renewals due: Subscription Status equals active and Subscription Renews within the next 30 days
Clicked an experience: Experiences clicked (last 30 days) has any value
Engaged readers without a newsletter: Active days (last 30 days) ≥ 2 and Email subscriber does not equal Yes

Note

List values match whole items and ignore case, e.g. Content categories read (last 30 days) contains Tennis News matches a reader of tennis news.

Segments follow the visitor's current behaviour: a new segment or a change in behaviour applies to targeting and ad sharing from the next page view. Segment counts, previews and exports are refreshed automatically.

Segment Tags

A tag puts a visitor into a group just by visiting a page, with no click needed. Tags are kept in the Tags (last 30 days) field.

Tag visitors in either of two ways:

Segment Tag experience: create an Experience of type Segment Tag with a tag name and add it to an Orchestration. Visitors on pages matching the Orchestration rules get the tag. Nothing is shown on the page and the Experience isn't counted as a view.
JavaScript API: call window.unisignin.cmd.push(['tag', 'f1-fans']) from your own code, see the JavaScript API.

Then create a segment with Tags (last 30 days) contains f1-fans.