You can combine segments into segment groups to further refine which visitors you want include in or exclude from your target audience.

You can use segment groups to:

  • Organize segments and thus manage them more easily. For example, you can group similar segments to add them more easily in the audience settings of a modification.
  • Make segments mutually exclusive within a segment group. This means that a visitor can only be in one segment within a segment group. For example, you can define segments for visitors in major cities. If a visitor is currently segmented in city A, but gets segmented again in city B, they are automatically excluded from the segment for city A.

Segment groups are site-specific.

With segment groups, you can:

Mutually exclusive segment groups

Mutually exclusive segment groups have many advantages. For example, you can create a group of three segments based on when a visitor last made a purchase on your site:

  • Last purchase within 7 days
  • Last purchase within 30 days
  • Last purchase within 180 days

When you place the segments in a mutually exclusive segment group in this order, the first segment is evaluated first. If the visitor has not made a purchase within 7 days, the platform evaluates the next segment. Again, if the visitor has not made a purchase within 30 days, the platform evaluates the last segment. If the visitor has not made a purchase within 180 days, they are not segmented at all. Visitors in the three segments probably need different kinds of content to guide the towards conversion.