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Segments report

Rows = segments. Best for stakeholder rollups that group campaigns by intent.

A Segments report is what you build when the audience cares more about Acquisition vs Brand vs Retention than which specific campaigns are in flight. Every row is one segment; metrics are the rolled-up totals across every campaign tagged with that segment, on every placement included in the report.

An open report with KPI cards across the top and a metric table below — rows are segments in a Segments report, campaigns in a Campaigns report
An open report — KPI cards on top, the type-specific table below.

What you need

  • Segments defined on the client — see Segments.
  • Campaigns tagged with those segments — see Assigning segments.
  • At least one placement chosen for the report.

A campaign that isn't tagged with any of the report's selected segments doesn't contribute to any row of this report. Tagging coverage matters.

Building one

In the report drawer:

  1. Type → Segments.
  2. Placements → multi-select. Aggregation is across them.
  3. Segments → multi-select; this is required for Segments-type. Use Select all / Clear all to flip the whole list.
  4. Metrics → multi-select.

What the table shows

Rows are the segments you picked, in the order you set (drag to reorder per-viewer in Customize segments). Each row:

  • Left column (sticky on desktop): segment colour swatch + name.
  • Metric columns: the rolled-up values across all campaigns tagged with that segment.

Mobile renders the same data as cards instead of a sticky table.

How rows are computed

For each segment you picked:

  1. Find every campaign on the report's placements that's tagged with this segment.
  2. Sum each metric across those campaigns over the date range.
  3. Render that sum in the cell.

A campaign tagged with multiple segments contributes to all of those rows. That's intentional — campaigns that target both Acquisition and Brand legitimately count toward both.

Customising the view

Per-viewer customisations on top of the saved report definition:

  • Reorder rows — drag handles in the customize-segments modal.
  • Hide segments — uncheck them to drop the row (they keep contributing to the placement total though, since hidden ≠ excluded).
  • Reorder columns / hide metrics — same model, in the customize-metrics modal.

See Customizing a report for the full layer model.

Best for

  • Quarterly business reviews — what did each segment of the funnel contribute?
  • Stakeholder dashboards — here are the four buckets that matter.
  • Cross-platform comparisons within a single intent — how did Acquisition do across Google + Meta?

Not ideal for