Overview

Analyze and understand individual users or segments (groups based on common characteristics) of your user base using the Segments feature.

You can use user profile attributes to filter on the users you want, or create a segment to better analyze and understand usage of your product across a group.

The Segments page displays all the user segments you’ve created and also allows you to create new ones. Segmenting helps you focus on specific user groups based on characteristics or behaviors, enabling you to uncover insights, identify trends, and make data-driven decisions to optimize your product and user experience.

For example, you can segment users by purchase amount, by activity within a specific country, by trial status, or by users who started a trial and later converted to paying customers.

Build a segment

To create a new segment, navigate to Digital Experience Monitoring > Product Analytics > Segments from the navigation. You have two sources you can choose from when building a new segment:

• Product Analytics data
• External data (upload a Reference Table)

Using Product Analytics data

To create a new segment using Product Analytics data:

1. Navigate to the Segments tab on the Users & Segments page

2. Under the Select a data source section, choose Product Analytics to filter on any attribute collected by the SDK, or custom attributes you added to create a granular user segment.

   In the below image, the segment is filtered to all users who were on the /cart page and then clicked on the checkout button (and did so from Brazil):

Example: See users who dropped before buying

With the filtering and segmentation capabilities on the Users & Segments page, you can determine, for example, which users almost bought an item, but dropped before checking out.

To begin, you can first filter your users on the User Profiles page, then add additional event properties using the Create Segment button...

Or you directly click on the Create Segment button to select your data source:

On the Create a new Segments page, add the properties specifying the users:
– who viewed the /cart page
– then did not …
– perform the action of click on CHECKOUT

You can define additional attributes, such as the device type, to further specify your users.

Using external or third-party data

To create a segment using external or third-party data:

1. See the Reference Tables documentation for how to upload and create a Reference Table.
2. Make sure to properly connect the data type (for example, usr.id, usr.name, or usr.email) to the column name.
3. For accuracy, ensure there is data in Product Analytics for users in the segment.

Leverage segments across Product Analytics

In pathways

In the Pathway page, you can filter the data in the visualization to reflect a selected segment of users. This allows you to look at the experience and traffic patterns of a particular set of users in a given segment. The below example shows a Pathway diagram only for users in the “Premium Shopist Customers” segment.

In analytics explorer

You can filter the data in the Analytics Explorer to reflect a selected set of users that are in a given segment. The example below shows a list of users in the “Premium Shopist Customers” segment who were active in the last month, organized by the total number of events.

Further reading

Additional helpful documentation, links, and articles:

Product AnalyticsDOCUMENTATION