Skip to main content

Segments & Segment Groups

Feature flags: Segments, Segment Groups Level: Beginner ➜ Advanced · Updated: 14 Jul 2025

Written by Juan Garzon
Updated over 5 months ago

1 Why you should care

Online marketing is shifting from switching levers to crafting messages.
Yet most dashboards still slice traffic by a single, rigid dimension (Platform, Campaign, …).
​Segments & Segment Groups give you Lego‑like freedom to bundle traffic by any attribute—ad name, UTM, SKU, even a regex on creative copy—so you can answer the questions that keep coming up:

  • “Are we having enough upper‑funnel traffic?”

  • “Are UGC videos outperforming static ads?”

  • “How is acquisition performing against retargeting ?”

  • “How is the campaign performing over all channels?”

If you can describe it, you can segment it—and then roll multiple segments into a tidy Group for roll‑up reporting.

2 Key concepts

Segment: A saved filter made of one or more rules on any dimension.

  1. Market

  2. Platform

  3. Channel

  4. Campaign

  5. Campaign_ID

  6. Adgroup/Adset

  7. Adgroup/Adset_ID

  8. Ad

  9. Ad_ID

  10. UTM_Source

  11. UTM_Medium

  12. UTM_Campaign

  13. UTM_Content

  14. Source / Medium


Segment Group: collection of related Segments (drag‑and‑drop reorder). Think of it as a folder or meta‑dimension.

3 Quick‑start checklist

  1. Go to the Marketing Channels View

  2. Open Segments drawer → hit Manage Groups.

  3. Create Group ➜ give it a name.

  4. Add Segment inside that group:
    ​Pick a dimension ➜ choose a comparator ➜ enter/pick values.

  5. Hit Save. The Segment is created

  6. Analyze your segment groups in the deep dive table by changing the primary dimension to segment or segment group

  7. Share with teammates if you’re the Creator (top‑right Share inside segments drawer ➜ add emails).

4 Building rules: AND vs OR

  • AND within a Group – narrows results (all rules must be true).

  • OR between Groups – widens results (any group can match).

Example:

Group 1

  • Campaign starts with "UGC_"
    AND

  • Campaign contains "–Q3"
    ​(Both conditions must match.)

OR

Group 2

  • Ad Name contains "Creator"
    ​(Any ad matching this condition is included.)

This captures either Q3 UGC campaigns or any ad name containing "Creator".

5 Favourite templates

Use case

Segment rules

Grouping idea

Upper‑funnel vs Demand‑capture

Platform is TikTok, Meta Reels, YouTube Video (Group A) vs Platform is Google Search, Bing DSA (Group B)

Funnel Stage

UGC vs Static

Ad Name contains UGC (Segment 1) vs Ad Name does not contain UGC (Segment 2)
​

Creative Type

Earn Media vs Paid Media vs Own Media

Earn Media : Pull Channels (Search Brand, Organic SEO, Direct)
Paid Media: Meta, Search NB, Pinterest, Tiktok, Demand Gen & Youtube

Own Media: CRM & Social Organic

Channel Type

Category push

SKU Category is "Sneakers" (Seg 1), "Sandals" (Seg 2) …

Product Category

Duplicate these, tweak values, and you’re live.

6 Best‑practice naming

Pattern

Example

<stage> – <channel>

upper_meta reels

<category> – <creative>

sneakers_ugc

<geo> – <promo>

de _summers_sale

Keep it short, avoid special characters, and use lowercase so lists stay tidy.

8 FAQ

Q: Does the Date Picker affect Segments?
​A: Yes—metrics in the Marketing Channels view respect the global date range, but

The Segment definition is static. If the segment has no data within the datepicker, it will not appear on the deep-dive tables.

Q: Can I bulk‑move Segments to a new Group?
​A: Yes—multi‑select rows → Move to Group.

Q: What happens if I delete a Group?
​A: Segments remain; they roll out of the Group and appear as standalone until reassigned.

Did this answer your question?