Understanding Hit, Visit, and Visitor-Level Segmentation in Adobe Analytics

What is Segmentation of Data?

Segmentation of data is the process of dividing a dataset into smaller, more meaningful groups based on specific criteria. In Adobe Analytics, segmentation helps businesses analyze user behavior by categorizing data into different levels, allowing for more precise insights and targeted decision-making.

Adobe Analytics is a powerful tool for understanding user behavior, and segmentation is one of its most critical features. It allows analysts to break down data at different levels to extract meaningful insights.

Segmentation in Adobe Analytics operates at three key levels:

1. Hit-Level Segmentation
2. Visit-Level Segmentation
3. Visitor-Level Segmentation

Each level provides a different scope of analysis, allowing businesses to refine their marketing, content, and customer experience strategies effectively. Let’s explore each in detail with real-world examples.

1. Hit-Level Segmentation

Definition:

A hit-level segment filters data based on individual interactions or actions taken by a user on a website or app. A hit represents a single server call made when a user interacts with a webpage or mobile app (e.g., page views, link clicks, video plays, etc.).

Use Cases:

• Identify all product page views on an e-commerce site.
• Track button clicks on a promotional banner.
• Analyze search queries entered by users.

Example with Page A:

If you create a hit-level segment for "Page A," it will only return instances where users viewed "Page A." Other pages they visit before or after will not be included.

Segment Definition in Adobe Analytics:

• Include Hit where "Page Name = Page A"

This will return all occurrences where "Page A" was viewed, regardless of the user’s entire journey.

2. Visit-Level Segmentation

Definition:

A visit-level segment includes all hits within a single visit (also called a session). A visit starts when a user enters a website or app and ends after 30 minutes of inactivity or when a new session begins (such as midnight or a new campaign referrer).

Use Cases:

• Identify visits where users added items to their cart but didn’t complete checkout.
• Track visits that included an interaction with a specific landing page.
• Measure the effectiveness of campaign-driven visits.

Example with Page A:

If you create a visit-level segment for "Page A," it will return all the actions taken by users within the same visit where Page A was viewed.

This means the report will include other pages they visited, clicks, form submissions, etc., within that session.

Segment Definition in Adobe Analytics:

• Include Visit where "Page Name = Page A"

This segment will help analyze user behavior before and after viewing Page A within a session.

3. Visitor-Level Segmentation

Definition:

A visitor-level segment includes all visits and hits for a unique user across multiple sessions. Adobe Analytics recognizes visitors using cookies, authentication (if enabled), or customer IDs.

Use Cases:

• Analyze repeat visitors who have made at least one purchase.
• Identify users who have engaged with a particular product multiple times.
• Track users who have interacted with both website and mobile app over time.

Example with Page A:

If you create a visitor-level segment for "Page A," it will return all visits from users who have viewed Page A at least once, across different sessions.

This means you will also see interactions from their past and future visits.

Segment Definition in Adobe Analytics:

• Include Visitor where "Page Name = Page A"

This segment allows you to analyze long-term user engagement and understand how users who have visited Page A behave over multiple sessions.

When to Use Each Segmentation Level

• Use Hit-Level when analyzing specific user actions (e.g., clicked a button, watched a video, searched for a product).
• Use Visit-Level when you need insights on session behavior (e.g., cart abandonment, campaign-driven traffic, checkout completion rates).
• Use Visitor-Level when analyzing long-term engagement (e.g., customer retention, multi-visit purchase behavior, cross-device interactions).

What are Logic containers in Adobe Analytics?

Logic Group containers are specialized tools within the Segment Builder that allow analysts to group multiple conditions together without adhering to the standard hierarchical structure of Visitor, Visit, and Hit containers. This flexibility is particularly useful when defining complex segments where specific conditions need to be evaluated collectively, regardless of their position within the traditional container hierarchy.

Key Features of Logic Group Containers:

• Non-Hierarchical Grouping: Unlike standard containers that follow a nested structure (Visitor > Visit > Hit), Logic Group containers enable the grouping of conditions that can break this hierarchy, allowing for more versatile segment definitions.
• Flexible Condition Evaluation: Conditions within a Logic Group are evaluated collectively, meaning that the order of conditions is irrelevant. This is especially beneficial in scenarios where the sequence of user actions does not matter.

Example Use Case:

Suppose you want to create a segment of visitors who have performed any two of the following actions, in any order, during their interactions on your site:

1. Viewed the "Pricing" page.
2. Downloaded a product brochure.
3. Watched a demo video.

Using a Logic Group container, you can define this segment without concern for the sequence in which these actions occurred.

This setup will include visitors who have completed any two of the three actions, regardless of the order, providing a comprehensive view of engaged users.

Additional articles to read:

1. Segments Overview
2. Segment Containers
3. Segment IQ Overview