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You can segment visitors on your website according to their demographics, personal data and online behavior. You can use these details to deliver personalized content to your viewers and to filter your web analytics reports.

  • Create segments based on various pieces of visitor data
  • Use details collected via online forms or from company sources (such as Active Directory and SharePoint user profiles) to create segments
  • Aggregate multiple segments into a single segment for better segment management
  • Use visitor segments with your testing and behavioural targeting efforts
  • Create reports that focus on a specific visitor segment

Visitors Segments can be used in web analytics Report Widgets, Behavioral Targeting, Surveys, Message Bars, AB and Multivariate Tests and Campaigns.

From the Segments main window, found under Settings in the navigation pane, you can view the number of personalized content rules (behavioral targeting rules) and the number of AB and Multivariate tests that exist for each segment. You can filter segments by lifetime, session or page and by type. 

Contents



Segments Main Window

How to create a segment

  1. From the Segments main window in the upper right hand corner, click Add Segment.


    New Segment Window

  2. In the General Details dialog, enter the Segment Name.

    Optionally enter the Segment Score. The default score value for the segment reflects the priority of the segment. A visitor will automatically receive this score when added to the segment. For more details see the Visitor Scoring report.

    Select the Segment Type to group visitors within the selected parameters:
    • Basic segment - based on users demographics and online behavior
    • Advanced segment - based on users personal data
    • Aggregated segment - Combine multiple segments into a single new segment

    Select the Segment Scope in which the segment is valid:
    • Lifetime - the visitor will always be a part of this segment
    • Session - the visitor will be a part of this segment until the visit ends
    • Page - the visitor will be a part of this segment until he leaves the page


    General Details Section


  3. Define a Basic Segment through numerous categories:

    Traffic Source

    • Channel - The channel which referred the visitor to your website (Direct/Referral/Search/Non-paid Search/Paid Search/Campaigns)
    • Source - The domain which referred the visitor to your website
    • Medium - The medium which referred the visitor to your website (Organic, CPC/AdWords/AdSense, affiliate, media etc)
    • Term - The search term used to reach your website
    • Campaign - The campaign which referred the visitor to your website
    • Content - The content source which referred the visitor to your website

    User Behaviour

    • Type - New visitor vs. Returning visitor
    • Goals - Visitors who reached a specified website goal (for more information see "How to create a Goal")
    • Visits - Visitors who visited the website for a specified number of times - filtered by Greater than / Lower than / Equal to
    • Page Views - Visitors who visited the website for a specified number of times - filtered by Greater than / Lower than / Equal to
    • Pages per Visit - Visitors who's visit to the website included a specified number of pages - filtered by Greater than / Lower than / Equal to
    • Channels - Visitors who arrived at the website through a specified number of channels (different traffic sources used to get to the site) - filtered by Greater than / Lower than / Equal to
    • First Seen - Visitors who first visited the website a specified number of days ago - filtered by Greater than / Lower than / Equal to
    • Time on Page - Visitors who viewed a specific page for a specified number of seconds - filtered by Greater than / Lower than / Equal to
    • Visited a Page - Visitors who visited a specific page for a specified number of times - filter by a page URL and then number of times (1 - 10)

    Visitor details and demographics

    • Browser - The browser used by the visitor to your website (IE / FireFox / Chrome / Safari / Opera)
    • OS - The operating system used by the visitor to your website (Windows / Macintosh / iPad / iPod / iPhone / Linux) 
    • User Agent - Visitors with a specified browser user agent (client application) - filtered by Matches exactly / Does not match exactly / Contains / Does not contain
    • Country - Visitors who's IP Address belongs to a specified country
    • URL - Visitors who visited a specified URL - filtered by Matches exactly / Does not match exactly / Contains / Does not contain
    • Referrer - The URL which referred the visitor to your website - filtered by Matches exactly / Does not match exactly / Contains / Does not contain
    • Cookie - Visitors who have a specified cookie value - filtered by Matches exactly / Does not match exactly / Contains / Does not contain 

    Advanced segmentation

    • Test Name - Segment visitors by predefined AB or MVT tests the visitor is currently participating in (for more information see "How to create a test")



    Basic Segment details dialog

    Note: Only Basic Segments based on traffic sources (including  shorten links and  campaigns), country or goal can be used in web analytics reports as report filters.

    You can add a separator ("|") to segment values.

    For example, the Mobile Traffic segment is defined as: 
    User Agent contains (iphone|ipad|ipod|android|nokia)
     
  4. Define an Advanced Segment through numerous categories:

    User Information

    Surveys

    Message Bars



    Advanced Segment details dialog

    Note: Advanced Segments can be only be used in Behavioural Targeting, Surveys and Message Bars.

  5. Define an Aggregated Segment by selecting several segments:


    Aggregated Segment details dialog

  6. Click Save.

How to fire pixel

You can fire a pixel (1x1 pixel transparent image or Java Script code) when a visitor is added to a segment, for remarketing/retargeting efforts (with Atlas/Google/Yahoo for example).
 You can also use pixels for other purposes, and initiate Java Script code in order to perform an action when a visitor is added to a segment. For example display a survey on the SharePoint search results page when no results are found.
  1. In the Add Segment dialog, under Pixels, select the pixel type (Image / Script) and enter the pixel URL.
  2. When creating a pixel of type script, you can enter the script path in the text box, or click on the "..." button in order to add the code you wish to execute when the pixel is fired.
  3. Click on Add Pixel in order to create the pixel that will be fired when a visitor is added to the segment for the first time.
  4. Click on Delete in order to delete the pixel.


    Add Pixel dialog


    Add Pixel Code dialog

How to edit a segment

  1. In the main Segments user interface, click on the segment you wish to edit.


    Edit Segment

How to copy a segment

  1. In the main Segments user interface, click on the segment you wish to copy.
  2. Click on Copy in order to copy the segment. The copied segment title will be "Copy of ...".

 

How to delete a segment

  1. In the main Segments user interface, select the segment you wish to delete.
  2. Click on Delete in order to delete the segment.
    Note: If the segment is used in personalized content rules (behavioural targeting rules), surveys, message bars, AB and Multivariate tests or campaigns, they will be permanently stopped.


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