Options and Logic

To build a segment, you join visitor and event objects with Boolean (AND, OR) logic. The date options and logical operators within objects allow you to be creative when building segments.

Boolean (AND, OR) Operators

Objects on the canvas are linked by AND and OR connectors.

Figure 1. Example of AND Logic
Figure 2. Example of OR Logic
  • By default, objects are linked by AND.
  • AND is evaluated first, then OR. Multiple ORs are evaluated in order.
  • Toggle AND and OR by clicking the connector.
  • When you change an AND connector to an OR connector, new groups of objects are created. Generally, a group is one or more objects linked by AND operators between OR operators.

Include and Exclude

Select Include when you want your segment to include visitors who match the object.

Select Exclude when you don't want your segment to include visitors matching the object.

For example, to get a list of visitors from Florida who clicked through on a specific ad but did not purchase a particular product SKU, select Exclude on the Purchase object describing purchases of the product SKU.

Figure 3. Combine Include and Exclude to pinpoint user behaviors

Match Any/Match All

Select Match any when you want your segment to include any of the attributes in an object.

Select Match all when it's important that visitors in your segment have all of the attributes you specified.

Figure 4. Examples of Match Any and Match All
Figure 5. Examples of Match Any and Match All

Operators within Objects


Wild card characters are not used in the text field. starts with, ends with and contains have implicit wild card functionality.

Selects items that exactly match the text you enter in the field.
is not
Selects items that do not match the text you enter in the field.
starts with
Selects items that begin with the text you enter in the field.
ends with
Selects items that end with the text you enter in the field.
Selects items that begin or end with the text you enter in the field.
Figure 6. Examples of Operators with Objects

Time Period

To narrow or broaden the range of visitors, you can change the time period for a specific object.

For example, if your main time period is set to "Last 30 Days" and you want to include in your segment visitors who have purchased an item in the last 7 days:

  1. Click the Time tab to open the time drawer.
  2. Select a new time period.
Note: Only clicking Cancel in the object's Time drawer will prevent the new time period from being applied to the object.

Nested Segments

A segment can include one other segment in its definition. This is called a nested segment.

  • You can use nested segments in exploration, but you cannot add a nested segment to the definition of another segment in edit mode.
  • You can identify a nested segment by its icon in the catalog. The segment icon has an oval around it .

If you're editing a nested segment, you won't be able to add another segment to the definition.

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