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Segments: Purpose, Composition, and Rules segments-purpose-composition-and-rules

Describes segments, their constituent parts, and rule creation with Segment Builder.

Purpose of Segments

A segment (or an audience) is a set of users who share common attributes. In Audience Manager, you create segments with server-side rules. These rules let you build audience groups based on site visitor attributes such as:

Segment Composition

An Audience Manager segment is a server-side rule that consists of individual or groups of traits. Traits are composed of data elements called key-value pairs. Along with rules you set at the segment level, these key-value pairs contain the criteria that qualify visitors for trait and segment membership.

Considerations on ÃÛ¶¹ÊÓƵ Analytics Segment Mapping

When mapping ÃÛ¶¹ÊÓƵ Analytics segments or report suites to your Experience Cloud organization, Audience Manager automatically creates new, corresponding, read-only segments and traits. You cannot edit or change the storage location of these segments from Audience Manager. However, any change that you perform on your mapped ÃÛ¶¹ÊÓƵ Analytics segments or report suites reflects in Audience Manager.

Create Rules-based Segments With Segment Builder

Unlike traditional pixels that fire in response to simple yes/no conditions, Segment Builder lets you create complex segment requirements. Like traits, segments evaluate data using Boolean expressions (AND, OR, NOT), comparison operators (greater than, less than, equal to, etc.), and recency/frequency criteria. These features help create focused audience segments relevant to your business needs.

Benefits

Segments improve upon standard pixel-based audience creation/segmentation processes because they let you: