Custom Segments
Using Custom Segments in Rulers Advanced Reporting
Custom Segments
Custom Segments allow you to group and filter data in Rulers Advanced Reports so you can analyse performance more effectively across costs, conversions, opportunities, and revenue.
Before you Start
Custom Segments should only be used when the data you're segmenting is consistent and reliable.
For example:
- Campaign names always include the same region identifier (e.g. UK, US, AU)
- CRM records always contain a Lead Type field that is populated
Inconsistent data will result in incomplete or inaccurate reporting.
Which Segment Type Do I Need?
Use the table below to determine which segment type is right for your reporting goal.
| Segment by | Recommended Segment Type | Considerations & Limitations |
|---|---|---|
| Campaign Name, Ad set Name, UTMs, Landing Pages | Adcost | Segments only applied to Paid Media channels connected via Rulers API Integrations |
| Data available from your CRM or other off website tech stack | Revenue / Opportunity Segment | Segments in isolation do not report on ROAS or CPA metrics. |
| Conversion Payload | Conversion | Segments in isolation do not report on ROAS or CPA metrics. |
Ad Cost Segment
When is it applied? At the start of the customer journey, when a visitor arrives from a tracked source such as:
- Paid ads Campaign URLs
- Landing pages
- Other UTM-tagged traffic
Because this segment exists from the beginning of the journey, it can be used throughout the entire funnel, allowing you to report on metrics such as CPA and ROAS.
Common Examples;
- Brand vs Non-Brand campaigns
- Country specific targeting i.e UK vs US campaigns
Requirements:
- Consistent campaign naming
- Correct URL tracking implemented according to Ruler best practices (here)
Revenue / Opportunity Segment
When is it applied? When revenue or opportunity data is uploaded into Ruler.
This data typically comes from:
- Direct CRM integrations
- Revenue or Opportunity uploads via API, Webhooks or CSV imports
Because these segments are created after the original website session, they cannot be used for Ad Cost level reporting in isolation.
Common Examples;
- Lead Type
- Product Line
- Customer Type
Requirements;
- Property must be sent to Ruler as a Label or Additional Data Property
- Values must be consistent across all records to avoid gaps in the segment
Conversion Segment
When is it applied? At the point a specific conversion occurs and is captured on site using Rulers first party tracking or sent manually via our offline conversion upload.
This segment is designed to isolate individual conversion events.
Common Examples;
- Form Type (Contact Form, Demo Request)
- Event Type (Form,LiveChat,Offline Event)
Requirements;
- Consistent conversion payload key and/or value
- Best suited for one-off conversion events
Need a Custom Segment?
Custom Segments are configured by Ruler's Support Team.
If you're unsure which segment type is best for your reporting requirements, contact your Account Manager and we'll help you choose the most appropriate setup.