Segments allow the creation of groups of users that match a given rule. [User Attributes](https://docs.audience.kevel.com/segment/user-attributes) can be created using enrichments from collected events, onboarded from CRM systems, provided by third parties, or created using [Custom Attributes](https://docs.audience.kevel.com/segment/user-attributes#custom-attributes).

Attributes and segments can be classified as either **static** or **dynamic** in nature, each serving distinct purposes in user segmentation strategies.

**Static attributes** are fixed characteristics that do not change over time. An example is a user's date of birth; once established, it remains constant. Static segments are groups of users defined by these unchanging attributes. For instance, creating a segment of all users born in 1999 would be based on this static attribute.

**Dynamic attributes** are variable and can change based on user behavior or over time. For example, the date of a user's last purchase is dynamic, as it updates with each new transaction. Dynamic segments are automatically updated groups that reflect these changing attributes or behaviors. For instance, a segment comprising users who made a purchase in the last seven days is dynamic; a user who purchased eight days ago and hasn't placed a new order would have been part of the segment previously but would no longer be included today.

How do segments interact with the rest of the system?

- A segment is evaluated to `true`/`false` in the context of a [User profile](https://docs.audience.kevel.com/collect/user-ids), which is associated with a set of [Attributes](https://docs.audience.kevel.com/segment/user-attributes) and [User IDs](https://docs.audience.kevel.com/collect/user-ids).
- Segments can then be used in [Activations](https://docs.audience.kevel.com/activations/user-data-destinations) to selectively activate users.

## Segment Creation [​](https://docs.audience.kevel.com/segment/segments#segment-creation "Direct link to Segment Creation")

We recommend using the dashboard segment builder for most of the rules as it provides a way to create complex rules visually and easily. For more advanced use cases, it is possible to [write rules manually](https://docs.audience.kevel.com/segment/rules#rules-syntax).

In addition to a robust segment editor, we provide [insights](https://docs.audience.kevel.com/segment/segments#segment-insights) on the segment for the edited rule. When working with machine-learning-based attributes, helpful [suggestions](https://docs.audience.kevel.com/segment/predictions#event-predictions) for selecting optimal values are accessible.

At the bottom of the page, users will find the option to **Activate Segments in the Kevel Ad Server**. When you select a Kevel Native Segments destination, users and their segment memberships are automatically synced — streamlining the experience of working within the Kevel ecosystem.

## Segment Insights [​](https://docs.audience.kevel.com/segment/segments#segment-insights "Direct link to Segment Insights")

Segment Insights provide metrics about a segment as it is being built. Before diving into the metrics, please note the following:

- **1 month**: Sample of users who have engaged in at least one [active event](https://docs.audience.kevel.com/collect/augment#interaction-type) in the last 28 days. Metrics are also relative to the last 28 days.
- **All time**: Sample of all users. All time metrics consider the whole historical behavior of a user without any time restriction.

For example, consider a segment of users who placed an order in the last 7 days and the "Revenue" row. The value in the **1 month** column reads "revenue in the last 28 days by users who placed an order in the last 7 days"; in **All time**, however, it reads "all-time revenue by users who placed an order in the last 7 days".

| Metric | Definition |
| --- | --- |
| **Users** | Estimated reach of the segment. |
| **Revenue** | Total order value of the users that belong to the segment, excluding refunds and cancellations. |
| **Purchases** | Percentage of users that made a purchase. |
| **Adds to Cart** | Percentage of users that added to cart. |
| **Product Views** | Percentage of users that viewed products. |
| **Checkout Steps** | Percentage of users that reached the checkout. |
| **Average Order Value** | Average value of an order, as total revenue per orders placed. |
| **Predicted CLV** | Average of customer's predicted CLV (next 12 months expected spend). A user is considered a customer if they made a purchase. |
| **Recency** | Average of customers' Recency percentile (based on data from the last year). A user is considered a customer if they made a purchase. |
| **Frequency** | Average of customers' Frequency percentile (based on data from the last year). A user is considered a customer if they made a purchase. |
| **Monetary Value** | Average of customers' Monetary Value percentile (based on data from the last year). A user is considered a customer if they made a purchase. |

## Reach by ID Type [​](https://docs.audience.kevel.com/segment/segments#reach-by-id-type "Direct link to Reach by ID Type")

Estimated number of users with at least one ID of the respective [ID type](https://docs.audience.kevel.com/collect/user-ids#default-id-types)

When sending data to destinations, please note that the segment's reach on the end platform will differ from that reported in Audience; there are situations in which it will be about 50%. This happens because the platform reach depends on the following:

- The selected **ID type** to activate on a destination.
- The ability of the destination to **match** the ID Audience sends and the IDs it has for the same user.
- **Active users in the end platform**. This is the case when the ID type activated is the Internal Cookie, typically associated with tag activations using the [reactive trigger](https://docs.audience.kevel.com/activations/triggers).

## Destinations [​](https://docs.audience.kevel.com/segment/segments#destinations "Direct link to Destinations")

The list of destinations will be populated after you include the segment in a [destination](https://docs.audience.kevel.com/activations/user-data-destinations). Therefore, this module will be empty when the segment is first created.

- [Segment Creation](https://docs.audience.kevel.com/segment/segments#segment-creation)
- [Segment Insights](https://docs.audience.kevel.com/segment/segments#segment-insights)
- [Reach by ID Type](https://docs.audience.kevel.com/segment/segments#reach-by-id-type)
- [Destinations](https://docs.audience.kevel.com/segment/segments#destinations)