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Events Segments

When managing campaigns that use your first-party data for audience targeting, you may choose to identify and advertise to specific audience segments. In this article, you'll learn how to create Events segments comprised of users who have interacted with your website or app.

The Events segment works by allowing you to re-engage known users who have visited your website or app. Here are two examples:

  1. Using site/app events: reach people who visited site sections or browsed brand or category events.

  2. Shopper events: based on actions like adding items to a cart, recently purchasing, or showing interest in a brand but not making a purchase.

This segmentation is created using a user's tag event activity which tracks their engagement across your website and app properties. For more information, see Intro to Criteo OneTag.

Segmenting users into audiences based on how they’ve interacted with your website or app allows you to tailor ad creative, bid strategies, budget, and more in a manner specific to how your most valuable customers interact with you.

Here are a few examples of how you can use the Events segment:

  • Apply a different marketing strategy for users depending on where they are in the purchasing funnel. You may choose to show different ads and bid higher for users who have added an item to their cart compared to your Retargeting campaign. 

  • If you are running a promotion for a specific category or brand of products you can use the Events segment to create an audience of everyone who has interacted with Products of that category or brand. From there, you may choose to apply a set budget, bid higher, and show a dedicated promotional creative in the banner to help nurture those customers who have visited those products to convert before the end of your promotion. 

How to set up Events segment

To set up an Events segment, follow these steps:

  1. From your Commerce Growth home page, open the navigation bar on the left and select Assets > Audiences.

  2. Open the Segment tab, and select Create segment.

  3. Next, in the Choose a segment type window that opens, select Events. The Segment builder window opens.

  4. Enter a segment name.

  5. This segment allows you to set up rules for your attributes. An Events segment is built up of groups of users gathered from tag event data across your website or app. Here, you define which groups of users from your website or app you like to include in your Events segment.

    For example, if you want to create a segment of recent visitors but exclude customers who made a purchase, first, drag and drop the Customer type attribute and select recent visitors. Then, click the plus icon, change include to exclude, drag-and-drop another customer type field, and select non-buyers from the drop-down. The result in this case would be a segment targeting all recent site visitors who have not purchased from you.