A segment is a subset of your Analytics data that can be used in Explorations for analysis. For example, a segment could be users from a particular country or city. Another segment could be users who …

Segments and filters use data visualization to help you interpret a subset of data according to certain criteria. Filters enable you to show a restricted set of data. They apply to the current exp

Isolate and examine subsets of your data. You are viewing a legacy article about Universal Analytics. Learn more about Google Analytics 4 replacing Universal Analytics.

Use segments to bring out what’s most important to you in your Google Ads tables. With segments, you can split your data into rows, and isolate exactly what you want to see. Your segment choices vary …

A subset of users, sessions, or events. You can apply segments to explorations to focus on specific data sets. Related resources Segment builder

Display You can provide audience segments, custom segments, customer data segments, keywords, and topics as signals for optimized targeting. When you leverage your first-party data, including …

Your data segments include collections of website visitors or app users gathered by snippets of code added to your site or app. When you create a segment (or data segment), you set rules for when …

About affinity segments Affinity segments help you reach your audience based on what they're passionate about and their habits and interests. With affinity segments, you can raise awareness and …

Audience segments based on specific app actions These segments are created directly in Google Ads based on the actions, or events, that users take in your app. To create these segments, you must …

About custom segments Custom segments help you reach your ideal audience by entering relevant keywords, URLs, and apps. You can set up a custom segment in your Display, Gmail, Demand Gen, …