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Overview
Segmenting helps you focus on specific groups of users or accounts based on characteristics or behaviors. This allows you to uncover insights, identify trends, and make data-driven decisions about your product.
For example, you can segment users by purchase amount, by activity within a specific country, or by trial status. You can also segment accounts by attributes like annual recurring revenue (ARR) or start date.
After creating a segment, you can reuse it across charts and dashboards to compare how different groups behave.
Build a segment
To create a segment:
Navigate to Digital Experience Monitoring > Product Analytics > Users > Segments and click Create Segment.
Under Define your audience, select the type of profiles to include in the segment:
- Users: Create a segment of individual users.
- Accounts: Create a segment of accounts (organizations).
A segment returns either user or account profiles, not both.
To create a segment using Product Analytics data:
Select Product Analytics on the segment creation page.
Select a condition for the users in the segment:
- performed event(s)
- have attribute(s): includes any custom attributes you’ve imported. To import custom attributes, see User and Account Profiles.
You can also define a segment that includes both conditions.
Add filters to focus on specific users, like those in a particular country or who signed up in the last 30 days.
The following image shows a segment filtered to users from Brazil. The segment captures users who were on the /cart page and clicked the checkout button within the same session in the past week:
Example: See users who dropped before buying
The Users & Segments page lets you determine which users almost bought an item but dropped before checking out.
To begin, filter your users on the User Profiles page, then add additional event properties using the Create Segment button:
Or, directly click Create Segment to select your data source:
On the segment creation page, add the properties specifying the users:
You can define additional attributes, such as the Device Type, to further specify your users.
If you have a list of users from a survey, experiment, or CRM, upload it as a CSV file to turn it into a segment.
To create a segment using an uploaded list of users from your own file:
Select CSV File on the segment creation page.
Click Browse files to upload your CSV file.
The file needs a column with user IDs or user emails to map with the usr.id or usr.email attributes in Product Analytics.
The following example maps the Product Analytics attribute @usr.id to the column named id in the CSV file.
Account segments group accounts—such as organizations or companies—based on their attributes or the events their users performed. Use them to analyze groups like accounts with ARR over a specific amount or accounts that adopted a specific feature.
To create an account segment:
Select Accounts under Define your audience.
Under Define your segment, select a method:
- Filter Builder: Add conditions to filter accounts by attributes or events.
- Importing with CSV: Upload a predefined list of account IDs.
Filter Builder
Add one or both conditions:
- Performed events: Matches accounts where at least one user performed the specified event.
- Have attributes: Filter by account properties such as ARR, start date, account IDs, or any imported account attributes. To import custom attributes, see User and Account Profiles.
Importing with CSV
Upload a CSV file with a column containing account IDs. The account IDs map to the account ID attribute in Product Analytics.
Use segments across Product Analytics
In Pathways
Filter the Pathways visualization to focus on a specific segment and see how those users navigate your product. The following example shows paths taken by the “Premium Shopist Customers” segment.
In Analytics Explorer
Filter the Analytics Explorer visualization to see how a segment uses your product. The following example shows users in the “Premium Shopist Customers” segment who were active in the last month, organized by total events.
In Funnels
Filter a funnel to a specific segment, or compare multiple segments side by side to see how conversion rates differ between groups.
- To filter a funnel by segment, select Filter by and choose your segment.
- To compare segments, select Compare, then choose By property or segment and select the segments you want to compare.
In Retention
Apply a segment to a retention analysis to measure how well a specific group of users returns to your product over time. When building a retention graph, select a segment under Define users to scope the analysis to that group. You can also use the group by function to break down retention across event attributes, such as device type or country.
Further reading
Additional helpful documentation, links, and articles:
