Segment examples

Building your segments as expected is a critical, and sometimes complex task. The following examples help you understand how to build segments for the most effective targeting:

For information about building segments, see Creating and managing segments, which includes a list of default segment criteria that are available for your use.

Geolocation segments

You can create a geolocation segment for an entire country by searching for a country in the Find Country field.

Edit criteria for a Geolocation segment in Personalization

Current Location : Country   —   Matches One [AU]

Segment criteria showing Current Location:Country Matches One [AU]

You can create a larger segment by combining countries, such as creating a North America segment by identifying users whose country is Canada, the United States, or Mexico. Conversely, if you want to target highly-specific areas, geolocation segments can also be as small as a city or suburb.

Device type

By examining your users’ platform, you can identify visitors using mobile phones or tablets to visit your website.

Current System Info : Platform   —   Matches One [Mobile]

Device-type segmentation showing Current System Info:Platform Matches One [Mobile]

Marketing campaign referral

If you’re using UTM codes on your marketing campaigns, you can identify visitors referred through an email link by matching UTM query strings in URLs, such as utm_source=email or utm_campaign=campaign-name, to the Segment Criteria field in Personalization. For more information about available fields, see External Campaign.

First-time visitor

By targeting Frequency, you can identify first-time visitors to your website.

Behavioral-based segment

By identifying users who view a specific page more than once, you can target visitors with a stronger interest in a topic.

Event Count : Content View   —   >= [2] in [Past 30 Days]
Sub-Criteria - All   —   Page Content : Page URL   —   Contains One [/business/a000

A behavioral-based segment identifying users who view a page more than once

Preferred content types

You can identify browsing behavior by identifying users according to the Favorite Content Type. You can also combine several criteria to build a more complex segment as shown in the following example, which looks for visitors who have viewed more than three pieces of content in the past 30 days containing the string /health in the URL.

Event Count : Content View   —   >= [3] in [Past 30 Days]
Sub-Criteria - All   —   Page Content : Page URL   —   Contains One [/health-

Preferred content type segmentation identifying users according to their favorite Content type

For more information about other default properties attached to visitors, see Person properties.

Multiple page views in a touch

You can identify visitors who view the number of pages you specify during a single touch of your website:

Touch : Number of Page Views   —   >= [2]

Personalization segment identifying the number of Page Views


You can identify users who perform a specified action on your website, such as subscribing to a newsletter. For more information, see Creating and managing events.

Shopping cart abandonment

You can identify users who have performed events external to your system if you have created a custom event connecting the system to Personalization. For example, visitors who have abandoned a shopping cart with items in it can be targeted with Event: Abandoned Cart. For more information, see Creating and managing events.