Segments And Activation

Segments turn collected signals into audiences that can be analyzed, exported, or activated in media platforms.

Segment Sources

Source Examples
Behavior Visited pages, topics, journey stage, engagement.
Campaign utm_source, utm_medium, utm_campaign, utm_content, utm_term.
Referrer External domains, internal navigation, or direct access.
Audience profile Gender, age range, income, education, audience persona.
Navegg Navegg profile attributes available for the site.
Tail Tail profile attributes available for the site.
Site profile Content affinity and page classification clusters.
Conversion Purchase, lead, signup, category, value, and converted status.

Create A Segment

  1. Open Segments > Create segment.
  2. Give the audience a clear name.
  3. Select the site or scope.
  4. Choose whether visitors must match all conditions or any condition.
  5. Add one or more rules.
  6. Preview the estimated audience.
  7. Save the segment.

Use names that the media team can recognize later, such as:

High intent B2B services visitors - last 30 days

AI Suggestions

When available, describe the campaign goal in plain language. Orbital suggests rules based on signals already observed in the DMP.

Example:

Reach people who visited finance content, came from paid search, and completed a lead form.

Always review the suggested rules before saving.

Validate Before Activation

Before activating a segment:

  • Check audience size.
  • Review each rule.
  • Confirm the segment uses the intended site.
  • Confirm required tags are installed.
  • Confirm conversions exist if the segment depends on conversion behavior.
  • Confirm campaign UTMs are being collected if the segment depends on media source.

Activation Outputs

The segment detail page provides:

  • Technical segment ID.
  • Current rule set.
  • Estimated member count.
  • Floodlight/DV360 guidance.
  • Variables and values the media team should use.

Common Segment Examples

Goal Example Rule
Retarget product visitors Page/category contains the product category and visitor did not convert.
Build lead audience Conversion event equals lead.
Prioritize paid traffic UTM source equals the paid channel and engagement is high.
Exclude existing customers Add rules using site_user_id or known conversion status when available.
Build affinity audience Site profile or interest contains the target category.