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. To do this, you define the segments of visitors that meet specific required conditions, so you track the interactions of only these visitors.

Segments increase your flexibility in defining the conversions. You may completely exclude groups of visitors from the analysis of specific conversions if they are irrelevant for that analysis. For example, exclude from tracking returning visitors or visitors coming from a particular website.

Another scenario where segments can help is when you filter visitors based on their personal data. For example, you may want to track only visitors that are from a specific country or have a particular job title.

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.

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

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 manager, Acquisition manager, and so forth.

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

To define a segment of visitors, perform the following:

1. Expand the Segments section.
2. Click Segment of visitors… » Define segment.
   The Segment window appears, in which you define the new segment.
   For more information, see Define condition dialog.
3. After you have created the first rule, define additional rules by clicking the + Add more link.

If you define multiple rules, you may configure if the segment includes all or any of the rules. To set the segment, select the desired option from the … of the following should be satisfied… drop-down.