Segmentation provides you an option to filter the data from the captured visitors. It supports multiple input options at once to filter data based on your requirement. You can filter visitors data based on the following inputs.

Segmenting based on Traffic:


Helps to segment the reports of the visitors who directly landed on the test page URL


You can filter the data collected based on the medium such as Paid, Organic, Email, Social, Direct visitors.


You can filter the data based on campaigns and by their UTM parameters

Landing page URL

Segments the data based on the visitors who land first on a specific URL

Referrer URL

Filtering can be done from the page where the user has been referred. 

For example, a visitor might land on your test page via Facebook, Google, and so on

Segmenting based on Technology:

Operating system

From which OS the data is collected eg: Windows, Mac, Linux


From which browser the data is collected eg: Chrome, Firefox, Safari

Device type

Filtering based on the type of device used by the visitor while accessing the site eg: Mobile, Desktop & Tablet

Segmenting based on Geography:


Segmenting can be done based on visitor’s geographical location eg: UK, US

Advanced Segmenting:

Day of the week

You can filter heat map data from a particular day of the current week

Query parameter

Segmenting can be done based on the value of the Query Parameter in the URL

IP Address

Segmenting can be done based on the IPv4 address of the users

Segmenting based on Custom Attributes:

Custom attribute

You can segment and view the test results with the custom attributes created earlier in project settings


There are two match types And & OR for conditional segmenting.


Results will be displayed only if all the filter conditions match


Results will be displayed if any one of the filter conditions match

  • You can add more rules with the same match type by clicking the plus icon as shown below

  • You can add another group with different match type by clicking on “Add another group” button as shown below

Note: You can delete the conditions created by clicking on the close icon provided.


Once we created the segment, we can apply them for the Heatmap results by two ways.

  1. In app.freshmarketer.com go to your heat map experiment and click on the segments dropdown to view the created segmentations as shown below. Click on your preferred segment for applying.

  1. Click on view heat map and use the segment option directly from the browser as shown below

Note: You can also edit and remove the applied segmentation.