Conversion segments allow you to isolate and analyze specific sets of conversion paths in the Attribution Modeling Tool. For example, you might create a conversion segment that only includes conversion paths in which the first interaction was a conversion above a certain value. You can then use this segment throughout the Attribution Modeling tool and with custom models you create to focus the report on the desired conversion segments. Or you can compare this segment side by side with data from other segments.
For ease of use, here are some of the predefined segments we provide by default:
- Click-through only
- View-through only
- Assisted paths
- Unassisted paths
- First/Any/Last interaction is from channel X (for example, Display or Paid Search)
Create custom conversion segments
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In the Attribution Modeling Tool, click Conversion Segmentsat the top of the report.
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Click the Create New Conversion Segmentlink.
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Use the Condition Builder to specify the conversion paths that should be included in the segment.
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Provide a name for your segment and click Save Segment.
Once you have saved your segment, it appears under “User-defined Segments” in the “Conversion Segments” drop-down.
Condition Builder examples
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To define a segment that only includes conversion paths that begin with a referral from a homepage takeover on an example site, define the following condition:
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[Include] [First Interaction] from: [Site (DCM)] [Containing] Example Siteand
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[Include] [First Interaction] from: [Placement] [Containing] Takeover
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- A confirmation page is collecting additional information with Custom Floodlight variables
like the "color" (u1) and the "product" (u2) . To perform an Attribution Analysis only on conversions for the color "blue or red" and the product "t-shirt", define the following custom segment:
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[Include] [Custom Floodlight Variable: color] [Exactly Matching] blue
or -
[Include] [Custom Floodlight Variable: color] [Exactly Matching] red
and -
[Include] [Custom Floodlight Variable: product [containing] t-shirt
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- For a segment that only includes conversions generating at least $200:
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[Include] [Total Revenue] [greater than] 200
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Apply conversion segments
We recommend applying conversion segments, instead of filtered profiles, to look at subsets of your conversion funnels. Using a filtered profile may cause reports in the Attribution Modeling Tool to be inaccurate.
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In the Attribution Modeling Tool, click Conversion Segmentsat the top of the report.
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Select the segment(s) you want to apply to your data.
Once you apply a segment, it stays active as you move through the Attribution Modeling Tool. To see all conversion funnels again, select the All Conversionssegment.
Edit or delete a custom conversion segment
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In the Attribution Modeling Tool, click Conversion Segmentsat the top of the report.
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Under "User-defined Segments," find the segment you wish to edit and click its editlink.
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Edit and save the segment as desired, or click the Deletesegment link.
