Segmenting your users based on both demographic information and behavior allows you to target your marketing messaging to increase conversion rates. Segments are especially helpful in targeting active vs. inactive users. In Heap, there are multiple types of segments you can create that revolve around user-level properties and user behavior. You can use multiple filters at the same time to create a segment based on user-level properties and user behavior.
How can I define segments with user level properties?
You can easily define a segment based on any of the user-level properties that Heap collects automatically or on the information you pass to Heap using the addUserProperties API. Some of the information we collect automatically includes geolocation, initial referrers, initial UTM parameters, and initial device type. The more information you pass to Heap, the more refined your segments can be. For example, if you want to analyze data from a subset of users who originally viewed your site on their phones, you would simply create a filter where initial device type equals mobile. You can then create any graph, funnel, or retention view for users in a particular segment using filters. Note that you can’t use event-level properties in a segment without modifying an event definition and creating a has done statement.
How can I define a segment based on user behavior?
You can also define a segment based on a user’s actions using Has Done, Has Not Done, and Count of any defined event. For this segment, make sure you set the date range to at any time. If you want to generate a list of users who came in through a certain campaign and viewed a couple pages, but who had not converted, you can combine Has Done and Has Not Done filters to generate this list of users. You can use these segments as a filter for any graph, funnel, or retention analysis.
You can also create a segment to analyze users who have completed a set of actions in the prior day, week, or month. To create a time-bounded segment, you can create filters for Has Done or Count of in the prior day, week, or month. You can analyze the number of people who belong in the segment by analyzing the segment in the Graphs tool, or by looking at a list of members in this segment using the Users view.