Overview

Analyze and understand individual users or segments (groups based on common characteristics) of your user base using the User Profiles and the Segments features.

The User Profiles page lists data about your product’s users. You can search, sort, and filter this list to find key users. You can use the user profile attributes to filter on the users you want, or create a segment, to better analyze and understand usage of your product across a group.

The segments page includes a list of all of the segments you have created. You can also create a segment from this page. Segmenting helps you to focus on some of your users based on various characteristics and behaviors to uncover valuable insights, identify trends, and make data-driven decisions that optimize your product and user experience. For example, you can segment users by purchase amount, active users in a given country, users in a trial, or users in a trial who then converted to a paying organization.

User profiles

The User Profiles page allows you to track and analyze the behavioral patterns of key users. You can scope down to specific users’ behavioral data to help inform your decisions on product optimization and feature adoption.

Example: See users who dropped before buying

With the filtering capability on the User Profiles page, you can determine which users almost bought an item, but dropped before checking out.

Use the Last Seen and Last Seen Application attributes and specify the sessions that reached Cart but dropped before reaching the click on CHECKOUT step. Optionally, select the Device Type to further narrow this down.

User profile attributes

Each user profile on the page has attributes to help you better segment your users. You can conduct a full-text search on username or email, plus sort and filter based on any of these attributes:

How profiles are sourced

User profiles are sourced from RUM events using usr.id as the aggregating attribute.

The RUM SDK allows you to identify users by setting attributes such as User ID, Name, and Email (usr.id, usr.name, and usr.email). These attributes are then used to populate users onto the User Profiles page.

Navigating the user profiles page

The User Profiles page shows information on individual users. Select an individual user from the list to see details on their usage, including their most visited pages, frequent actions, and a history of their sessions.

From the session history, you can identify where frustrations are detected and follow the link to the analytics details of these frustrations.

Build a segment

To create a new segment, navigate to Digital Experience Monitoring > Product Analytics > User Segments from the navigation. You have two sources you can choose from when building a new segment:

• Product Analytics data
• External data (upload a Reference Table)

Using Product Analytics data

To create a new segment using Product Analytics data:

1. Choose the user attribute you want to connect your data with. In the below example, it is usr.id, but you can use any user attribute available, such as usr.email or usr.name.

2. Under the Filter your segment section, you can filter on any attribute collected by the SDK, or custom attributes you added to create a granular user segment.

   In the below example, the segment is filtered to all users who were on the /cart page and then clicked on the checkout button (and did so from Brazil):

Using external or third-party data

To create a segment using external or third-party data:

1. See the Reference Tables documentation for how to upload and create a Reference Table.
2. Make sure to properly connect the data type (for example, usr.id, usr.name, or usr.email) to the column name.
3. For accuracy, ensure there is data in Product Analytics for users in the segment.

Leverage segments across Product Analytics

In pathways

In the Pathway page, you can filter the data in the visualization to reflect a selected segment of users. This allows you to look at the experience and traffic patterns of a particular set of users in a given segment. The below example shows a Pathway diagram only for users in the “Premium Shopist Customers” segment.

In analytics explorer

You can filter the data in the Analytics Explorer to reflect a selected set of users that are in a given segment. The example below shows a list of users in the “Premium Shopist Customers” segment who were active in the last month, organized by the total number of events.

Further reading

Additional helpful documentation, links, and articles:

Product AnalyticsDOCUMENTATION