Segmentation offers 7 scopes. Choosing the right one is essential because each determines what gets included in your analysis when your criteria are met.
Event scope
This type of segment limits the traffic analyzed to events that match your criteria only.
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What it includes: only the events that meet the segment conditions.
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What it excludes: other events from the same visit that do not match the conditions.
Example: "I want to focus my analysis on quote validations." Using an event segment, you analyze only the quote validation events, not the rest of the visitor's actions during that visit.
When to use it: when you need a strict filter to measure the frequency or performance of a specific interaction (a page view pattern, a click, or a conversion event). This scope is comparable to a filter.
Visit scope
Works on a set of visits matching your criteria, over a given analysis period.
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What it includes: all events in a visit, as long as at least one event during that visit matches the criteria.
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Why this matters: a visit segment can include events or pages that do not match your filter, simply because the visitor performed at least one qualifying action somewhere in the same visit.
Example: "Visits from sponsored links." If the visit meets your "sponsored link" criteria, all activity during that visit (page views, clicks, conversions, etc.) is included.
Common point of confusion: if your goal is to report only on a specific subset of pages (for example, URLs containing boutique), a visit segment may include unrelated pages viewed in the same session. In that case, an event or page scope is usually more precise.
Page scope
Reports all the events that occurred during a single page view (page_viewid) matching your criteria.
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What it includes: the events tied to the same page view as your matching criterion.
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Why this matters: it lets you tie events to the specific page where they happened together, instead of grouping events that occurred on different pages of the same visit.
Example: "Pages where a page.display AND a click.action happened together." A page segment keeps only the pages where both events actually occurred on the same page view, not split across different pages of the visit.
When to use it: when the page is the object that makes sense for your analysis, and a visit scope would be too broad.
Cart scope
Reports all the events that occurred during a single cart (cart_id) matching your criteria.
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What it includes: the events tied to the same cart as your matching criterion.
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When to use it: when you want to analyze behavior at the level of an individual cart rather than the whole visit.
AV session scope
Reports all the events that occurred during a single audio/video session (av_sessionid) matching your criteria.
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What it includes: the events tied to the same AV session as your matching criterion.
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Why this matters: it ties events back to the specific media session, avoiding bias where different actions happen at different moments of the visit but would be grouped together under a visit scope.
Example: a user views content xxx, clicks an ad, then later views content yyy. With a visit scope, a "click on an ad" condition would include both xxx and yyy. With an AV session scope, you only get xxx, the content tied to that ad click.
Visitor scope
Based on a cohort notion. A cohort is defined over a period N, and is composed of all visitors that shared (at least once) the same experience during period N.
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What it includes: once a visitor qualifies during the cohort definition period N (for example, "came from a sponsored link last week"), all visits made by those visitors are included in your analysis period, even visits that do not meet the original criteria.
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Why this matters: useful for understanding behavior over time (for example, whether an acquisition source last week influences subscription behavior this week). It relies on visitor identity (cookie or device ID, so single-device).
Example: "Visitors that came from a sponsored link last week." All visits made by those visitors during the analysis period are included.
User scope
Same cohort logic as the visitor scope, but based on a recognized user identity (the account ID, usually the CRM ID) rather than a browser or device.
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What it includes: behaviors tied to a recognized user identity (based on your configured user identifier), enabling analysis across devices and browsers when the same account is used.
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When to use it: when you want cohorts and analysis based on logged-in account identity rather than browser/device identity (cross-device).
For more detail and examples, see Segmentation engine | The different scopes of the segmentation.