Segment visitors

You can optionally narrow down the amount of data to be analyzed for a specific conversion to get more accurate results according to your marketing needs.

You do this by defining the segments of visitors that meet specific required conditions, so you track the interactions of only these visitors. You may need to completely exclude groups of visitors from the analysis of certain conversions if they are irrelevant for that analysis. For example, exclude from tracking returning visitors or visitors coming from a certain website. You can also filter visitors based on their personal data. For example, you may want to track only visitors that are from a particular country or have a particular job title.

Filter visitors by behavior 

To define a segment of visitors to track, you select an interaction or a combination of interactions that represent the behavior of these visitors. These interactions are the conversion event for the segment defined. In other words, the interactions serve as criteria to be included in this segment, not as the interactions that are targeted in this conversion definition as a whole. 

For example, if you want to track the upselling of product A to product B:

  • The definition of conversion for this report is Purchase product B
  • You analyze the behavior of the segment of visitors who already bought product A

You can define segments in the following modes:

  • Simple
    Specify whether visitors must or must not complete an interaction to be part of this segment. Next, you enter an URL or keyword, representing the object upon which interaction occurs, for example About us page. The focus here is on the digital asset and then you choose what visitors need to do with the asset.
  • Advanced
    Specify whether visitors must or must not complete an interaction. Next, you select an activity and then an object. The difference with simple mode is that you do not need to know the exact URL or page of the digital asset. Thus, the focus is on the activity and once you choose it, you select from the list of matching available assets the one that visitors need to interact with.

For example:


According to the rule above, only the behavior of the visitors that visited a page containing "" in the page URL be tracked. The condition is defined in Advanced mode.

You can add a number of rules and create custom combinations of rules. You can choose whether all, any, or the custom combination of rules needs to be met by visitors to track their behavior.

To combine more than two rules in a custom combination, you use a syntax with the rule indexes (ABC, and so on), connected by “and” and “or” and grouped logically by parentheses, so that when using:

  • and” - all rules connected with an "and" must be satisfied
  • or” - at least one of the rules connected with an "or" must be satisfied

Take a look at the following rules and their meaning:

  • (A or B) and C – rule C and at least one of the rules A or B must be satisfied for the segmentation
  • A or (B and C) – both rules B and C must be satisfied or rule A must be satisfied for the segmentation

You can also use nested parentheses for even more complex combination of rules. For more examples of complex combinations, see Combinations for conversion events and segmenting rules.

Filter contacts by personal data

To define a segment of visitors with specific characteristics, you select the visitor property that the visitors must have. You can set conditions, such as Starts with...Does not contain..., and so forth. For example, you may want to track just visitors, whose Job title visitor property contains the term manager. These may include Account managerAcquisition manager, and so forth.

For more information about visitor properties, see Configure visitor properties.

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