This article will cover the specific details for Bound behavioral conditions. Conditions that are dependent upon third party integrations are detailed in the articles specific to those integrations.
- Geolocation Conditions
- Traffic Source Conditions
- Visitor Behavior Conditions
- Time-Based Conditions
- Technology Conditions
You can find more information on the best practices for combining conditions in order to build segments here.
These condition options allow you to segment a visitor based on the approximate physical location of their device. Our geolocation lists are populated by a cached database from MaxMind, and the logic is based on each user's IP address. Regarding IP look-up accuracy, MaxMind reports that
In our recent tests, the databases were 99.8% accurate on a country level, 90% accurate on a state level in the US, and 81% accurate for cities in the US within a 50 kilometer radius. For more details, see GeoIP2 City Coverage and Accuracy.
You may segment your audience based on the following Geolocation identifiers, each of which you can select from a list that will be progressively populated as you make your choices from broadest location to most specific. The selection lists also support autocomplete/typeahead functionality to help you narrow your location choices.
- City with Radius (in miles from city center)
These conditions allow you to segment your website traffic based upon your web marketing campaigns in other channels, target social media traffic, high-value referral traffic or visitors who arrive from other properties that you control.
In the not-too-distant past, most search engines revealed the query terms that brought a search user to your website from the search results page. The list was included as a query string parameter in the URL of the destination page. A savvy marketer could gain great insight from these search terms/keywords (among other parameters in the referral URL), and we added the ability to define Bound audience segments based on the same protocol. Now, though, with Google's switch to HTTPS referral URLs, these helpful parameters are no longer included.
As a result, you should not rely on the Keyword filter when building Bound Segments. Because Google has stopped providing full query data with referral URLs, we can no longer accurately segment visitors by this parameter.
This segment parameter refers to a Campaign not in the GSC sense (i.e., the personalized content location) but instead in the traditional marketing & analytics sense (a named set of strategic activities designed to achieve a marketing goal). To track the success of a campaign with a tool like Google Analytics, you'll create reports based on the source, medium, campaign, and other parameters you might include with ad/marketing links. The campaign condition available in Segment and Rule filter definitions just piggybacks off that existing workflow, allowing you to trigger personalized content for a visitor who is responding to a known marketing effort.
For a visitor arriving via an inbound link that you created (e.g., from an email, social media post, paid ad, etc.), we will look for the utm_campaign parameter in the requested URL, and we will match any value you define in the campaign condition field against the named utm_campaign value. To match on a name that isn't specifically a Google Analytics campaign, you can substitute the parameter name gsc_campaign for the same result.
Subject of much linguistic ire, the referer field is passed with HTTP headers when a user clicks a link to another web page. Its value is the URL of the referring page where the link was clicked. The destination page can access that information from the request headers or from the DOM's [correctly spelled] referrer property, giving marketers and statisticians a valuable view into where users are coming from when they arrive on a page.
The Referrer condition allows you to match visitors who arrived on the page via a clicked link on a page or domain that you recognize. Like with many other string-based conditions, you can match on an exact URL, on a part of the URL such as the domain or path, or on a Regular Expression pattern that applies to one or more referring URLs.
Another important way to define audience segments is with conditions based on visitor engagement with your site. Someone arriving from a search engine referrer who has never visited your site before should be welcomed in a completely different way than a prospect who has browsed a specific product category several times in the past week. With the following Visitor Behavior conditions, you can ensure that visitors are shown the most relevant content based upon their own interaction with your site.
|Current URL||Personalize content based on the current page's path, query string parameters, or the full URL.|
|Has Been to URL x Times||Filter visitors who have been to one or more pages of your site, such as a landing page or a specific product category. Use =0 to identify users who have never been to a specified page and =1 to catch first-time visitors.|
|Has Been to URL within x Days||Identify recent visitors or those returning to a specific page or category after a longer absence.|
|Days Since Last Visit||Denotes days since last visit to any page on your properties where the Bound tag exists.|
|Total Number of Visits||Counts the total number of visits (not page views or refreshes) logged for this visitor to your website. This value is 1 for a first-time visitor, and the same count applies to all pages visited during a browser session.|
|Time on Site (seconds)||This can be used to personalize content based on the amount of time a user has spent with one of your paqes open in their browser. However, note that the timer is only observed at page load. It is not a timer than can be used to trigger new content after x seconds of viewing a page without a reload or navigating to a new page.|
|Cookies||Use this to check the value of any named cookie in the visitor's browser and then deliver personalized content based on that cookie value. For example, you can set a cookie on page load or in your GSC Website settings and then create a segment based on that cookie's value.|
Note: Most of the Visitor conditions are based on browser sessions. A single visit may include multiple page views and page reloads within one session. Only when the user is inactive for some time (typically 30+ minutes) or fully closes the browser does a new session begin, incrementing any visit-based counters for these conditions.
Goals and Actions
You may have defined Goals and Actions for GSC Intelligence reports, but they can also be used to segment your audience based on goal completion. For example, you might create an action describing a survey form submission or the click of a promotional link on your site. You can now create a new Segment or Rule filter to personalize your site's content based on whether a user completed that action.
Or, say you've launched an updated user interface with some new features that might confuse some users. You might create a segment that matches users who have visited multiple times since the UI update but have not engaged with your awesome new features. Now, you can serve some custom CSS to highlight the unfamiliar buttons or perhaps pop a banner or fly-in inviting those users to view a tutorial or a video introducing the new functionality.
Another use case might involve a new product line and a form that allows users to request information about those items. You can use ABM connections with a new Segment to identify the most valuable prospects and personalize their experience with lead-generating content, such as a contact form. Then, you can ease up on the heavy marketing collateral and hide the form for users who have already requested the new product info; simply add a Goal-based Exclude condition to your prospect Segment, and those users won't be bothered by requests that they have already submitted.
For more information on creating and configuring Goals and Actions, see this article or ask your Customer Success Manager.
These conditions are generally self-explanatory
|Time of Day||Allows you to segment visitors based on the time of day. You can use the beginning and ending parameters to identify a block of time and you can choose whether to target visitors based on the timezone that they are in OR based on the timezone of the website.|
|Day of Week||Segment visitors based on the day of the week according to the timezone that they are in OR according to the timezone of the website.|
|Date||Target visitors based on the date that they access the website. Using the Begin and End fields, you can specify a date range. Like other time-based conditions, this date condition can be determined based upon the visitors timezone OR the timezone of the website.|
|Timezone||Target visitors based on their timezone.|
One thing to note:
You cannot specify a Time of Day condition with a range that straddles midnight. So, instead of setting a single condition like "Time of Day 10:00PM to 2:00AM," you should instead define two separate conditions:
- "Time of Day 10:00PM to 11:59PM"
- "Time of Day 12:00AM to 2:00AM"
With these conditions, you can target visitors based on their browser, device, or local environment. The most common use case for these options is personalization specific to mobile vs. desktop users; for example, it might make sense to hide a fly-in or modal from all mobile users.
You might also consider an IP Address-based filter to exclude your own internal users from seeing personalized content intended for business prospects (thus limiting their impact on impression and click metrics in GSC reports). Alternately, you can easily limit the visibility of certain content to only users on your office network (e.g., for internal proofing and testing) with an IP-based include Segment.