Segment Population Data Overview

Segment Builder shows you segment population data as you create and edit segments.

  • For estimated segment population data (real-time and total), Segment Builder does not update the graphs automatically as you add or remove traits in a segment. Click Calculate Estimates to see (or refresh) the estimated population numbers.

  • For actual (real) segment population data (real-time and total), Segment Builder updates the segment graph automatically when you load an existing segment. For new segments, or when you add new traits to an existing segment, actual population data is not updated until 24-hours after the segment is created.

See the definitions below for more information about estimated and actual segment population data.

Estimated Segment Population Data Defined

The following table defines the estimated population metrics.

MetricDescription
Estimated Real-Time Population (Potential)

The estimated number of unique visitors seen in real-time for the specified time range and who were qualified for the segment at the moment they were seen by Audience Manager.

In Segment Builder, the last 30-day populations for traits ( Total Trait Populations), can be different for traits and segments evaluated in real-times.

  • For traits, the last 30-day metric counts the number of unique users who qualified for that trait during the last 30-days.
  • For segments evaluated in real-time, the last 30-day metric counts the number of users who have qualified for a trait (in that segment) at some point in the past and have been seen again by Audience Manager within the last 30-days. For example, say you have a user who qualified for a trait 60-days ago and was seen again 10-days ago. In the data, this user won't be added to the trait count because they first qualified for the trait more than 30-days ago. However, they will be included in the last 30-day count for the segments evaluated in real-time. This is because they've qualified for the segment within the 30-day time interval.

Note: The Estimated Real-Time Population metric does not include devices that have qualified for a segment based on connections provided by a Profile Merge Rule that uses a device graph option.

Estimated Total Population (Potential)

The estimated number of unique visitors who could be in your new or modified segment. As with almost any estimate, past performance does not guarantee future results, but you can use the estimated total to:

  • See how many people a new or revised segment might reach as you build a segment.
  • Tune the segment depending on your goals. For example, large segments are useful for brand-awareness campaigns and smaller segments are useful for focused targeting or re-targeting campaigns.

Note: The Estimated Total Population metric does not include devices that have qualified for a segment based on connections provided by a Profile Merge Rule that uses a device graph option.

Existing (Actual) Segment Population Data Defined

Profile Merge Rules affect the actual real-time and total population numbers. These totals vary depending on if the Profile Merge Rule a segment belongs to uses a device graph option or not. See also, Profile Merge Rule Options Defined.

Segment Population Data for Merge Rules Without a Device Graph Option

The following table defines the actual real-time and total population metrics when your segments are used by a Profile Merge Rule created without a device graph option. These are the device options settings No Device Options and Current Device Proflie.

MetricDescription
Real-Time Population (Existing)

The actual number of unique visitors seen in real-time for the specified time range and who were qualified for the segment at the moment they were seen by Audience Manager.

In Segment Builder, the last 30-day populations for traits ( Total Trait Populations), can be different for traits and segments evaluated in real-time.

  • For traits, the last 30-day metric counts the number of unique users who qualified for that trait during the last 30-days.
  • For segments evaluated in real-time, the last 30-day metric counts the number of users who have qualified for a trait (in that segment) at some point in the past and have been seen again by Audience Manager within the last 30-days. For example, say you have a user who qualified for a trait 60-days ago and was seen again 10-days ago. In the data, this user won't be added to the trait count because they first qualified for the trait more than 30-days ago. However, they will be included in the last 30-day count for the segments evaluated in real-time. This is because they've qualified for the segment within the 30-day time interval.
Total Population (Existing)The actual number of unique visitors who were qualified for the segment as of yesterday.