​Using Filters & Segments to Compare Audiences / Behaviours

Using Filters & Segments to Compare Audiences / Behaviours

Use the segments or filters menus at the top of any report to filter the data to look at users that interact with a specific feature, channel, device type or audience segment.

You can compare these numbers with your overall website performance to see if a particular audience, or feature drives users to convert at a higher rate.

What is a filter?

A filter is a set of conditions you apply temporarily to your current report. Filters let you slice your data by user attributes (e.g., device type, country), session attributes (e.g., traffic source, number of pages viewed) and on‑page events (e.g., pages visited, elements clicked or content loaded). See more details on data types for filters at the bottom of this page.

To select filters:

1. Click Filters to open a list of rules & conditions that can be used to update the data of your report. Here you can add conditions based on user attributes (e.g. device type, country), on-page events (e.g. pages visited, elements clicked, or content loaded) or exclusions of on-page events.

   

2. Click Apply to add your new filter rules to the global settings at the top of your report.

   

What is a segment?

A segment is a saved set of filters. Segments allow you to create reusable cohorts such as “Mobile users,” “Returning visitors,” “Users who completed purchase,” or “Visitors who saw an error message.” Once a segment is saved, you can apply it across any report via the Segments dropdown. Segments persist across sessions and can be shared with your team.

To apply a segment:

1. Click Segments to open the list of available segments. System segments (e.g., All Users, Mobile View) are always available, while custom segments appear beneath them.
2. Tick the box next to the segment(s) you want to use. You can search the list to find a specific segment or select multiple segments at once.

• You can search for segments and select one or more to apply.
• If you select multiple segments and enable the “Compare segments” option, the dashboard will show metrics for each segment side by side.

1. Click Apply to update the report.

Segments can be created in several ways:

• From the Filters panel: After building a set of filters, click Save as segment, give it a name and description, and choose whether it should be visible to all users or just yourself.
• From the Segments Manager: Navigate to the Segments page and click Add Segment to define the rules manually.
• From a session replay: Use the Point and Search feature. When viewing a Clickmap, Heatmap or Replay, click an element to open a dialogue box that automatically populates filter rules for that element; save it as a segment to track its behaviour

What Data Can I Use in Filters & Segments?

Session Attributes

The first drop down is used for Session Attributes, which outlines details about how the user got to your website, details about the device and system they used, and where they are visiting from.

You will see options for the following groups:

• Session Specific Details - Duration, New vs Repeat, Session Number, Number of Pageviews
• User Demographics - Where the user is based, and their Insightech ID
• Device Attributes - Browser, Screen and Operating System information
• Traffic Source Details - Marketing source, mediums, campaigns, and referrers

On-site Events

The second drop down is used for On-site events. This covers every action the user takes, and how the website responds to them.

You will see options for the following groups:

• Page Visitation - What users visited / loaded
• On Page Engagement - What actions users took on a page
• Form Field Events - How users interacted with forms and fields
• UX Issues - Where the user has shown signs of frustration, or the website didn't respond
• Integrations - Your website DataLayer events, and integrated platform events
• Technical Events - Technical error module events
• Goals - Your defined conversion details

Exclusions of On-site Events

The third drop down is used for Exclusions of On-site events. This gives you the same set of conditions as the input above, but we will use this to exclude any session that showed these behaviours, actions or events.

What Are Some Common Use Cases For Segments?

1. Measuring a Feature that you have launched
   Applying a segment for users who interact with a feature we have launched, we can see exactly how many users interact, but also the likelihood that they convert once they interact.
   This example segment - looks at a click on a specific element on a "/products/" page.

   

2. Measuring Content Loaded
   This is a fantastic way to see when an AB test has been loaded, or if an error message has been shown for users. This attribute searches through all text loaded (or injected) into a page as text.
   Using this approach you can measure when someone sees a piece of text/content and if that influences them to convert at a higher rate.
   This example segment - looks for any session that loaded "EXAMPLE MESSAGE" at any time.

   

3. Measuring a specific audience
   Apply any audience segment to understand if channels, device types, or even specific on-site behaviours increase/decrease conversion rates.
   This example segment - looks at all Organic sessions

   

4. Monitoring Errors / Issues / Funnel Abandonment
   Segments can also be saved of errors, or users that abandon a funnel step (e.g. they did step 3, but not step 4). Use these segments to monitor these behaviours to make sure we are reducing them.
   This example segment looks at API errors that happen on your Checkout

   

   This example segment looks at sessions that visit "/Products/" but do not visit the "/checkout" pages.