1. Home
  2. Campaign Management
  3. How do I create segments of users based on their acquisition channel?

How do I create segments of users based on their acquisition channel?

Of all the data that WebEngage gleans for your business, Acquisition Source is one of the most important factors when it comes to defining segments based on them. Google Analytics defines Acquisition Source as the source through your user finds your website or mobile app.

Keeping in mind the standardisation and ease of use, almost all the sources active by default in the WebEngage dashboard follow the same convention as Google Analytics. All of these channels can be selected as the qualifying criteria for making a segment individually or in combination with other acquisition channels. A combination of 2 or more acquisition channels gives you a union of traffic acquired from both the channels.

As of now, WebEngage attributes users with First Click Attribution Model when creating segments.

The default channels of acquisition which can be used for segmentation through our dashboard are:

1. Campaign
2. Paid Search
3. Organic Search
4. Social
5. Referral
6. Email
7. Display
8. Direct

1. Segmentation based on Campaign Parameters

Campaign is a name given to your online marketing efforts used for sending traffic to your property. A campaign is further identified via parameters passed along with your landing page url. WebEngage allows you to create a segment based on these parameters. These parameters are passed as name-value pair defined by UTM tags.

UTM tags or parameters help Google Analytics attribute the source of traffic to the website. For example, consider you are running a marketing campaign to increase signups for your business and the landing page (www.mysite.com/signup) gets traffic through different channels such as ppc ads, email and social media.

In this scenario, UTM tags can be used to attribute traffic volume through each specific source. Sample utm tagged url as shown below –



source is ‘from where you are getting users to your lp’ such as facebook, google, newsletter
 is ‘how you are getting users to your lp’ such as email, cpc, cpm etc.
campaign is ‘from which marketing campaign you are getting users to your lp’ such as revisedpricing etc.

There’s another parameter called ‘utm_term‘, which is an optional parameter used to identify the keywords in your paid campaign. WebEngage allows you to create a segment out of these terms as well.

Adwords provides a feature called ‘auto tagging’ that enables data to be pushed from adwords to analytics. If you enable ‘auto tagging’ in adwords, a parameter named GCLID is appended on-click to the landing page urls. WebEngage allows you to create segment from inclusion or exclusion a list of GCLIDs.

While creating segments using WebEngage, you can use Campaign parameters such as campaign name, source, medium, term and GCLID to define your segment.


Read more about Campaign Parameters on the Google Analytics Knowledge Base.

A paid search campaign has two defining parameters, search query and search term. WebEngage lets you create segments on basis of both of these parameters.
Both these parameters have operators to further drill down on those parameters. The operators available with WebEngage currently are:


When both the parameters are used in combination, the segment derived is an intersection of the two.

3. Segmentation based on Organic Search Terms

Google encrypts organic search terms and prevents access to organic keyword referral data. However, WebEngage allows you to create segments based on those keywords that are shared by search engines. webengage-segment-org-search

4. Segmentation based on Social Media Channels

You can create a segment of your users acquired through the social media channels such as Facebook, LinkedIn, Pinterest, Twitter, and others. You can further drill down a level to create segments of users acquired through a union of a few social channels or the opposite with the help of operators, illustrated below.

5. Segmentation based on Referral Traffic Source

Selecting ‘referral’ as the acquisition source lets you create a segment of all the users acquired through referral links. If you want to create a segment of users acquired through a particular link or a set of links, you can also do that and much more by using the operators with referral links.

6. Segmentation based on Acquisition through Email

WebEngage understands when a user is acquired through an email. This is achieved through the reading of UTM tags appended to the URL. In case of absence UTM tags, the acquisition source attributed is ‘Direct’.

It is recommended to use ‘Campaign’ as the First Acquisition Source when using referral url with utm tags.

Selecting Email as the First Acquisition Source provides you a segment of your users acquired through emails.

7. Segmentation based on Acquisition through Display Ads

As the name suggests, selecting Display as the acquisition channels select all your users acquired through your display ads, into one segment. All the users acquired through a Banner, CPM or any display ad are attributed to ‘Display’ by default.

It is recommended to use ‘Campaign’ as the First Acquisition Source when using referral url with utm tags.

8. Segmentation based on Direct Traffic

Direct traffic corresponds to all the users who come to your website or mobile app through a direct URL or a URL where referrer can’t be clearly identified. Scenarios where user can be termed as Direct would be: link clicks within pdf, within mobile apps, link clicks from https to http sites etc.
Selecting Direct as the acquisition channel, WebEngage creates a segment of traffic acquired through the Direct Channel.

Was this article helpful?