Skip to main content

Creating Segments

Segments are dynamic groups of users that automatically update as users match or stop matching your criteria. Use them to:

  • Target campaigns to specific user groups
  • Trigger user journeys
  • Analyze cohorts
  • Personalize experiences
  • Track conversions by segment

Creating a segment​

Step 1: Open the segment editor​

  1. Click Segments in the sidebar.
  2. Click New Segment (or open an existing segment to edit it).

Step 2: Details​

Fill in the Details card:

  • Name - descriptive (e.g. "Premium trial users - expiring this week").
  • Description - what this segment represents and where it's used.
  • Tags - type a tag and press Enter to commit. Tags appear as removable pills below the input. There's no separate Add button.

Step 3: Build the filter groups​

The segment editor uses the same v2 filter builder as the campaign and journey wizards. The builder has two blocks:

  • Filter Groups - the include block. Users must match these to be in the segment.
  • Exclude filters - the exclude block. Users matching any exclude group are removed from the segment, even if they match an include group.

v2 chrome at a glance​

  • Numbered colored badges per group - 1 green, 2 amber, 3 blue, 4 pink, 5 purple - replacing the old "Filter Group N" header. Colors rotate by group index so it's easy to track which group you're editing.
  • AND/OR ConnectorChip between sibling rows AND between groups. The chip is the toggle - there's no separate "Match ALL/ANY" header per group, no top-level "Match ALL groups" radio.
  • + Add condition - dashed button at the foot of each group.
  • + Add filter group - dashed button below the last group in the block.
  • Confirm modal before deleting a non-empty group ("Remove this filter group? It contains N condition(s)…"). Empty groups delete silently.
  • Live count pills per group - re-evaluate ~400ms after edits stop, so you always know how many users each group matches.
  • Event and attribute pickers are searchable comboboxes. When you type a name that doesn't match anything, the dropdown surfaces an extra + Create event "<query>" (or + Create attribute "<query>") row that registers the schema entry on the spot - useful when you're building segments before tracking is in place.

Filter rows render as bordered cards so each row is a distinct unit. There's no drag handle - reordering filters inside a group has no effect on evaluation (AND / OR are commutative).

Step 4: Save​

Click Save. The segment becomes available immediately for campaigns, journeys, and dashboards. Membership refreshes in the background as user attributes and events change.

Filter types​

Segments support 13 filter types - same set across the segment editor, campaign Audience step, and journey Audience step.

User attribute​

Match on any user attribute - system fields like country, email, ML scores, or custom attributes you've defined.

plan equals "premium"
country equals "US"
mrr greater than 1000
signup_date within last 30 days

Event​

Match on whether (or how often) a user performed a tracked event, optionally filtered by event properties and time range.

Performed "purchase" within last 30 days
Performed "feature_used" at least 5 times
Did NOT perform "onboarding_completed"
Performed "purchase" with property amount >= 100

Behavioral​

Activity-based shortcuts: active_last_7_days, active_last_30_days, inactive_7_days, inactive_30_days.

Segment​

Membership in another saved segment. Operators: in_segment / not_in_segment. Useful for nested segmentation:

In segment "VIP Customers"
NOT in segment "Churned Users"

Entity​

Match on the user's relationship to custom entity records (orders, subscriptions, etc.).

App​

Whether the user has used a specific app (or any app on a platform) in the last N days.

Canvas execution​

Users currently in / who have completed / who have exited a specific journey (or any journey).

Channel subscription​

Subscribed / not-subscribed to a specific channel (email / SMS / WhatsApp / push) with optional status filter.

List membership​

Is / isn't a member of a subscription list.

Bounce status​

Email validity status: email_valid, email_bounced, email_hard_bounced, email_soft_bounced.

Wallet pass​

Whether the user currently holds an active wallet pass, optionally scoped to a specific pass template and/or wallet platform (Apple / Google). Operators: has_active / not_has_active.

Ecommerce​

RFM segment match plus order/spend/cart filters. Useful for "all Champions" or "users with total spend ≥ $500".

ML score / purchase​

Predictive score thresholds (engagement, churn, channel preference, predictive-event likelihood) and purchase-recency filters. Backed by the ML service.

Combining filters​

AND / OR within a group​

Use the ConnectorChip between rows to switch a group's logic between AND and OR. AND means every condition must match; OR means at least one must match.

Group 1 (AND between rows):
  plan = "trial"
  AND signup_date within last 14 days
  AND email_verified = true

Matches: trial users who signed up recently AND have a verified email.

AND / OR between groups​

Use the ConnectorChip between groups to switch how groups compose. AND means a user must match every group; OR means matching one group is enough.

Group 1 (AND): plan = "trial" AND signup_date within last 14 days
OR
Group 2 (AND): performed "feature_used" >= 3 times AND performed "purchase_completed"

Matches: recent trial users OR users who are active and converted.

Exclude filters​

The Exclude block uses identical chrome - numbered badges, ConnectorChip, dashed + Add buttons, confirm-on-delete, live count pills. Users matching ANY exclude group are removed from the segment, even if they're in an include group.

Live count​

The right rail tracks total segment size as you edit:

  • Total matching count + percentage of the workspace
  • Re-evaluates with the same ~400ms debounce as the per-group pills
  • Updates when you switch the AND/OR ConnectorChips

Approximate by default, exact on demand​

The live size is an approximate estimate by default, shown with a leading ≈ (for example ≈ 12,400). This keeps the editor responsive even on workspaces with millions of users. When you want the precise figure, click Calculate exact - the ≈ drops and the count is recomputed exactly.

This estimate is only ever a preview of size. The segment's actual membership - and the audience a campaign or journey sends to - is always computed exactly. You never send to an estimate.

Growth analytics​

For a saved segment, the editor shows a Growth card that tracks how the segment's size changes over time:

  • Current size and a trend indicator - growing / declining / stable.
  • Average daily growth and the segment's peak size.
  • A chart of size over time.

A daily job records a size snapshot per segment. If you've just saved a segment and there's no history yet, click Snapshot now to seed the first data point immediately.

Segment examples​

Trial conversion opportunity​

Trial users approaching expiration who haven't converted:

  • Group 1 (AND): plan = "trial" AND trial_ends_date within next 3 days AND did NOT perform "purchase_completed"

Power users​

Highly engaged users:

  • Group 1 (AND): performed "login" >= 20 times within last 30 days AND performed "feature_used" >= 50 times within last 30 days

At-risk paying customers​

Paying users showing churn signals:

  • Group 1 (AND): plan = "paid" AND inactive_30_days AND lifetime_value > 500

Onboarding drop-off​

Started but didn't complete:

  • Group 1 (AND): performed "signup_completed" AND did NOT perform "onboarding_completed" AND signup_date within last 7 days

Cross-platform users​

Active on multiple platforms:

  • Group 1 (AND): used app on web AND used app on ios

Best practices​

Keep segments focused​

"Premium users in US who haven't logged in for 7 days" "All users with various random criteria"

Use descriptive names​

"Trial users - expiring this week" "Segment 1"

Document purpose​

Use the description to explain what the segment represents, which campaigns/journeys use it, and when to revisit the criteria.

Start simple, iterate​

Phase 1: plan = "premium" Phase 2: plan = "premium" AND active_last_30_days Phase 3: plan = "premium" AND active_last_30_days AND performed "feature_x" >= 5 times

Dynamic membership​

Segments update in real time as user attributes and events change. There's no manual refresh - when a user signs up, upgrades, or churns, segment membership reflects it within seconds.

Limits​

  • Filters per segment: unlimited
  • Filter groups: unlimited
  • Segments per workspace: unlimited

Next steps​