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Segment Categories and Rules
Marketing Cloud Personalization provides various categories and accompanying rules for use with segments. When a user interacts with one of your channels, the Personalization system identifies the segments they belong to based on real-time session activity. Because segment updates happen in real time, membership changes occur immediately.
Campaigns
Using this category, you can create segments based on a user’s engagement with your campaigns.
| Rule | Description |
|---|---|
| Campaign Stat Count | Whether the user views, clicks, dismisses, or qualifies to view (based on control group membership) the selected campaign, any experience, or a specific experience for the specified number of times. |
| A/B Test Segment | Randomly sorts users into as many segments as desired across your entire user base, totaling 100%. For example:
This rule isn’t inclusive, so the ending percentage of one segment must be the beginning percentage of the next segment. You can use this rule to randomly generate groups of users for analytics, or to ensure that users see a consistent test or control experience across multiple campaigns. |
| Campaign Stat Recency | Whether the user views, clicks, dismisses, or qualifies to view (based on control group membership) the selected campaign, any experience, or a specific experience during the past specified number of days. |
Actions
With the Actions category, you can create segments based on whether a user performs a specific action or group of actions, the frequency, and recency of those actions. Actions vary by dataset. You can view the actions for your dataset by selecting .
| Rule | Description |
|---|---|
| Action Count | Whether the user performs any action, or any or all of specific actions a specified number of times during a defined time period. Purchases uploaded via Transaction ETL aren’t counted as actions. To segment based on these purchases, use the Order Count rule. |
| Time Since First Action | Whether the user performs a specific action for the first time during a defined time period. |
| Action Recency | Whether the user performs any action, or any or all of specific actions during the past specified number of days. |
| Page View Count | Whether the user views a specific number of pages during a defined time period. |
Subscription
Using this category, you can create segments based on a subscription level or where a user or account is in the lifecycle of a subscription. The location of this segment rule option is dependent on your dataset configuration. For B2C sites, the Personalization system tracks it at the user level. For B2B sites, the Personalization system typically tracks the subscription at the account level.
| Rule | Description |
|---|---|
| Lifecycle State | Whether the user is at the specified subscription level |
| Time Since Lifecycle Transition | Whether the user transitions from the specified subscription level to another specified subscription level during a defined time period, and stays in that state |
Visits
Using this category, you can create segments based on a user’s visit data.
| Rule | Description |
|---|---|
| Visit Count | Whether the user visits a specified number of times during a defined time period |
| Anonymous User | Whether the user is anonymous |
| Originating Referrer | Whether the user's originating referrer URL, medium, source name, search terms, domain, or subdomain meets the specified criteria For medium, Marketing Cloud Personalization identifies the medium by parsing the URL of the originating referrer and comparing its domain, and any available parameters, to identified medium providers. When Personalization finds a match, it’s categorized into one of the supported mediums. See Originating Referrer Domain to Medium Mapping for a list of originating referrer domains categorized to their respective medium. |
| Time Since First Visit | Whether the user visits for the first time during a defined time period |
| Visit Source | Whether the user visits from a mobile device or from the web at least one time during a defined time period This option is available only if there’s a mobile app connected to the Personalization system. |
| Visit Recency | Whether the user visits within the past specified number of days |
| Visit Duration | Whether the user visits for more than a specified number of seconds, minutes, or hours during a defined time period |
Location
Using this category, you can create segments based on a user’s location.
| Rule | Description |
|---|---|
| In | Whether the user's ZIP code (US only), city, metro, state/region, or country is known or part of the defined list |
| Company | Whether the user's company is known, is equal to, or contains one or more specified organization names. Start typing to see options. This rule is available only if you have B2B Detect |
| ISP | Whether the user's ISP is known or contains one of the specified ISP names |
| Near | Whether the user's ZIP code (US only), city, or latitude-longitude is within a specified number of miles of the specified ZIP code, city, or latitude-longitude |
| Industry | Whether the user's industry is known or is one of the specified industries. To see options, start typing. This rule is available only if you have B2B Detect |
Metrics
Using this category, you can create segments for certain metrics based on information that you provide during your implementation.
| Rule | Description |
|---|---|
| Engagement | Whether the user's engagement score meets the defined criteria and percentage |
| Ordered Funnel Status | Whether the selected funnel status is at, before, or after the specified funnel step |
| Text Attribute | Whether the selected attribute meets the defined criteria |
| KPI | Whether the selected KPI value or percent (%) change for a user meets the defined criteria |
Third Party
This category option is available only if you have a first-class third-party email provider syncing with the Personalization system.
| Rule | Description |
|---|---|
| External ID | Whether a known Personalization user ID has the defined third-party application ID |
Items
Using this category, you can create segments based on items in your catalog.
| Rule | Description |
|---|---|
| Action First Time | Whether the user completes the specified action for the first time during a defined time period |
| Order Value | Whether the user's total or average order value is at least, at most, or between a specified dollar amount during a defined time period |
| Order Count | Whether the user's number of orders is at least, at most, or between a specified number during a defined time period |
| Order First Time | Whether the user's first order is during a defined time period |
| Cart Contents | Whether the shopping cart item count or total value is at least, at most, or between a specified dollar amount |
| Purchases Value | Whether the user purchases a specific dollar amount for any category or for specific categories during a defined time period |
| Cart Adds Value | Whether the user adds a specific dollar amount to their cart for any category or for specific categories during a defined time period |
| Favorite | Whether the user's favorite category is a defined item (name or ID) for the specified criteria during a defined time period |
| Time Spent | Whether the user views any category or specific categories for a specific duration of seconds, minutes, or hours during a defined time period |
| Action Count | Whether the user completes the specified action at least, at most, or between the specified number of times during a defined time period |
