Filters overview

Customer Journey Analytics lets you build, manage, share, and apply powerful, focused audience filters to your reports. Filters let you identify subsets of visitors based on characteristics or website interactions. Filters are designed as codified audience insights that you can build for your specific needs, and then verify, edit, and share with other team members.

Filters can be based on attributes (browser type, device, number of visits, country, gender), interactions (campaigns, keyword search, search engine), exits and entries (visitors from Facebook, a defined landing page, referring domain), custom variables (form field, defined categories, customer ID), and other criteria.

You can build and save filters in the Filter Builder, or generate filters from a Fallout visualization (in Workspace). In addition, filters can be used together as stacked filters.

Filtering includes the Filter Builder to construct filters and run a pre-test, and the Filter Manager to collect, tag, approve, set security, and share filters across your organization.

The maximum number of filters you can create per IMS organization is 50,000.

Filter types

You can create different types of filters in Workspace and the Filter Builder, depending on how complex they need to be, whether they should apply to this project only, etc. Here is a summary of filter types:

Filter type Created where? Applicable where? When to use
Component-list filter Click +, which takes you to the Filter Builder All your Workspace projects For more complex filters, sequential filters
Quick filter Quick filter builder Project only, but can save and add to your segment list. Flexibility to add/edit one or more rules
Ad hoc project filter Drag and drop into segment drop zone in a project Project only, but can save and add to your filter list. For single-rule filters
Filters in fallout analysis Fallout visualization in Analysis Workspace To individual fallout visualizations Create filters from a touchpoint, add filters as touchpoint, and compare key workflows across various filters
Calculated metrics-based filter Calculated metric builder To individual calculated metric Apply filter/s within your metric definition

Sequential filters

Sequential filters let you identify visitors based on navigation and page view across your site, providing a filter of defined actions and interactions. Sequential filters help you identify what a visitor likes and what a visitor avoids. When building sequential filters, the THEN operator is used to define and order visitor navigation.

Here is an example:

Visit One Visit Two Visit Three
The visitor went to the main landing page (A), excluded the campaign page (B), and then viewed the Product page ©. The visitor again went to the main landing page (A), excluded the campaign page (B), and went again to the Product page ©, and then to a new page (D). The visitor entered and followed that same path as in the first and second visits, then excluded page F to go directly to a targeted product page (G).

Filter containers

Filters are based on a Person-, Session- and Event-level hierarchy using a nested container model. The nested containers allow you to define person attributes and actions based on rules between and within the containers.


The Person container was formerly known as the Visitor container. The Session container was called the Visit container, and the Event container used to be the Hit container.

A Filter sets conditions to filter a visitor based on his or her attributes or interactions with your site. To set conditions in a filter, you set rules to filter visitors based on visitor characteristics and/or navigation traits. To further break down visitor data, you can filter based on specific visits and/or page view hits for each visitor. The Filter Builder provides a simple architecture to build these subsets and apply rules as nested, hierarchical Person, Session, or Event containers.

The container architecture employed in the Filter Builder defines Person as the outermost container, containing overarching data specific for the visitor across visits and page views. A nested Session container lets you set rules to break down the visitor’s data based on sessions, and a nested Event container lets you break down visitor information based on individual page views. Each container lets you report across a visitor’s history, interactions broken down by sessions, or break down individual events.

Person container

The Person container includes every visit and page view for visitors within a specified time frame. A filter at the Person level returns the page that meets the condition plus all other pages viewed by the visitor (and only constrained by defined date ranges). As the most broadly-defined container, reports generated at the Person container level will return page views across all visits and lets you generate a multi-visit analysis. Consequently, the Person container is the most susceptible to change based on defined date ranges.
Person containers can include values based on a visitor’s overall history:

  • Days Before First Purchase
  • Original Entry Page
  • Original Referring Domains

Session container

The Session container lets you identify page interactions, campaigns, or conversions for a specific session. The Session container is the most commonly used container because it captures behaviors for the entire visit session once the rule is met and lets you define which sessions you want to include or exclude in building and applying a filter. It can help you answer theses questions:

  • How many sessions engaged with both Web and Call Center data sources?
  • Which pages contributed to a successful conversion to a sale?

Session containers include values based on occurrence per session:

  • Session Type
  • Entry Page
  • Return Frequency
  • Participation Metrics
  • Linearly allocated metrics

Event container

The Event container defines which page events you would like to include or exclude from a filter. It is the most narrow of the containers available to let you identify specific clicks and page view where a condition is true, letting you view a single tracking code, or isolate behavior within a particular section of your site. You may also want to pinpoint a specific value when an action occurs, such as the marketing channel when an order was placed.

Event containers include values-based, single-page breakdowns:

  • Products
  • List Props
  • List dimensions
  • Merchandising dimensions (in context of events)

Out-of-the-box filter template

Traditional Analytics comes with a lot of out-of-the-box template filters (filters) and calculated metrics. Many of them do not apply in CJA, or will have to be renamed or recreated. Others will depend on a solution for context-aware variables in CJA.

Filter Name Description
All Data This is a required filter that gets dynamically added to reporting when a metric is added to the row of a Freeform table.

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