Segments Explained

In this article

Segment users based on any of the data you're collecting in Permutive

With Permutive  all the data you're collecting can be used to build highly custom segments.  Here we look at how segments work, with examples.

How Segments Work

In the Permutive dashboard you create segments by defining audiences based on on-site behaviors that users perform. After a specific set of behaviors has been defined and the segment has been created, every user who browses your site and performs those behaviors will instantly be added to the segment.

This process occurs before the page loads, so the user can instantly be delivered targeted advertising based on that segment. From then on, segments constantly update to remain accurate as a user browses your site.

Example: Engaged Sport Readers

We've created an 'Engaged Sports Readers' segment of users who have read 3+ sport-related articles in the past 30 days as shown below:


 How Segmentation Happens

A user hits the site and browses their first sport article, 5 minutes later, they click on a second sport-related article, and two weeks later they view their third sport-related article. As the page is loading Permutive processes this data and adds the user to the 'Engaged Sports Readers' segment. This segment can immediately be passed into other platforms (for example, into Google Ad Manager for a football-related advertising campaign). 

After 30 days from when the user entered the segment, the user will exit the segment unless they continue to perform sports-related pageviews and meet the criteria specified in the segment.

Building Segments

You can build a segment based on any of the events you're collecting in Permutive. For each event you can select

  • The time range it happened over (time)
  • How often the event happened (frequency)
  • The properties of the event (its data)

Combine these with AND/OR statements for a highly flexible approach, meaning you can build complex segments easily. 

Reviewing Your Segments

You can see all your segments in the Permutive dashboard, how long ago they were created, their unique segment ID and their estimated audience size. Using Permutive Analytics you can analyse the behaviour, growth and overlap of your segments.

If you have any questions, please contact customer support by emailing or chat to the Customer Operations Team via the LiveChat icon in the bottom right corner of your screen.


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