Segments and Audience Creation
From traits to segments
A segment is a group of traits with Boolean logic and recency/frequency rules. Segments are the unit sent to destinations. Know segment types: rule-based, onboarded, and algorithmic (look-alike). Recency (how recently a trait was realized) and frequency (how often) refine qualification; a segment can require a trait within N days.
Segment mechanics
- Segment population vs total segment population vs real-time vs total counts.
- Segment overlap reports show shared audience between segments.
- Segment test groups validate logic before launch.
- Destination mapping links segments to partners.
Traps in questions
- Confusing recency (time window) with frequency (count).
- Assuming a segment updates in real time when it is batch-dependent (onboarded traits).
- Mixing segment population (devices) with unique visitors.
- Forgetting that a segment needs at least one mapped destination to activate.
- Overlap: two segments sharing traits may overlap heavily; the Segment Overlap report quantifies it.
Worked example
"Shoppers who viewed shoes in the last 7 days at least twice." Build a trait for shoe views, then a segment with recency = 7 days and frequency ≥ 2. If the population is unexpectedly low, check whether the trait is event-based and whether the data source delivers the needed frequency. Rule of thumb: recency answers "how recently," frequency answers "how many times" - read the question's wording to pick the right control.