Example segment taxonomies
Three ready-to-copy segment sets — performance e-commerce, lead-gen SaaS, and content/awareness.
Segments work best when the taxonomy is small (5–8 segments) and consistent across organizations in the same vertical. Three patterns we see most often:
Performance e-commerce
For shops where the goal is purchases and ROAS at scale.
| Segment | Code | What goes in | Colour |
|---|---|---|---|
| Acquisition | ACQ | New-customer prospecting (Search non-brand, social cold audiences, lookalikes) | Red |
| Remarketing | REM | Visitors / cart abandoners / past purchasers warming up | Blue |
| Retention | RET | Existing-customer LTV plays — VIP, win-back, cross-sell | Purple |
| Brand | BRAND | Branded search, brand-awareness video | Amber |
| Awareness | AWA | Top-of-funnel reach campaigns | Pink |
A Segments report on this taxonomy answers the classic CMO question: "Where did we spend, and what did each part of the funnel return?"
Lead-gen SaaS
For B2B / lead-gen funnels where Purchases is rare and Lead is the primary metric.
| Segment | Code | What goes in | Colour |
|---|---|---|---|
| Demand | DEM | Search intent / problem-aware audiences | Red |
| Account-based | ABM | Targeted account lists and custom audiences | Cyan |
| Content | CONT | Top-of-funnel ebook / webinar / whitepaper download campaigns | Teal |
| Brand | BRAND | Branded search, retargeting on brand-aware visitors | Amber |
| Free trial | TRIAL | Lower-funnel campaigns optimising for trial signup | Green |
Pair this with a Lead system metric mapped to your demo-request and trial-signup conversion definitions (conversion mapping) for a clean funnel view.
Content / awareness
For media properties or product-led brands where reach and engagement matter more than direct conversion.
| Segment | Code | What goes in | Colour |
|---|---|---|---|
| Reach | REACH | Pure CPM / impressions plays | Pink |
| Engagement | ENG | Video views, post engagement, social participation | Purple |
| Subscribe | SUB | Newsletter / app-install / channel subscribe campaigns | Blue |
| Brand | BRAND | Branded search, branded display | Amber |
For this taxonomy, metrics like engagement rate and cost per subscriber matter more than ROAS — define them once on the Metrics page, and check the built-in formula presets before building your own.
Picking codes
The code does more than label the segment: during each sync, campaigns whose names contain a segment's code get that segment assigned automatically. So the code is also your naming convention's hook into Level. Rules of thumb that hold across all three patterns:
- 3–5 letters, uppercase — readable in narrow columns and chips.
- Distinctive — a code that appears as a fragment of ordinary words will auto-match campaign names you never intended.
TRIALis safe; a two-letter code rarely is. - Put the code in campaign names —
ACQ | Search - Non-brand,REM | DPA - Cart abandoners. New campaigns then tag themselves on the next sync, on every platform. - No platform suffix — Acquisition, not Acquisition - Google. Segments are platform-agnostic; that's the point.
- No date suffix — Brand, not Brand 2026. Segments stick around for years; date filters belong on the report.
Migrating an existing taxonomy
If you already have a taxonomy defined in spreadsheets or a tagging tool:
- Pick Level codes that match the tokens already present in your campaign names as closely as possible.
- Create the segments on the organization.
- Let the next sync auto-assign every campaign whose name contains a code.
- For campaigns whose names don't carry a token, use bulk-assign on the Campaigns page to tag them in batches.
- Spot-check a few reports to confirm the rollup looks right — anything still untagged shows up under Unknown.