Key takeaways

In this module, you learned:

• Quick segments are for fast, in-canvas filtering; custom segments are for complex reusable logic. Quick segments support up to three simple conditions and are created directly on the canvas without leaving the project — but they are not saved to the component library. Custom segments are built in the full segment builder, support unlimited conditions, nested logic, and sequential rules, and are saved for reuse across projects.
• The three segment containers — Visitor, Visit, and Hit — control the scope of what gets included. The Visitor container captures everything a person ever did that matches the criteria, across all visits and hits. The Visit container captures all hits within a single session where the criteria is met. The Hit container captures only the specific interaction that matches — nothing before or after it in the same visit. Choosing the right container is critical to getting accurate segment results.
• "Exclude" rules remove matching visitors (or visits or hits) from the segment entirely. An include rule defines who should be counted; an exclude rule defines who should be removed. The "only before" sequential logic extends this further, allowing you to exclude visitors who exhibited a specific behavior before a later action — for example, removing visits that contained a bounce before a purchase event.
• Publishing a segment to the Experience Cloud makes it available as an audience in other Adobe tools. Once published, the segment can be used in Adobe Target for site personalization (showing different content to that audience) or in Adobe Audience Manager for paid media targeting. This connects analytics insights directly to activation without requiring the segment to be rebuilt in each tool.
• Sequential logic ("then") lets you build segments that capture ordered behaviors. Rather than just requiring conditions to be true at the same time, sequential segments require one behavior to occur before another — such as a visitor who viewed a product page and then added to cart and then purchased. This is more precise for funnel and journey analysis than AND logic alone, and can be combined with exclude rules to also filter out specific behaviors that occurred between steps.