Analyze individual segment performance and activation

Segment analytics show how your segments change over time. For contacts, segment performance reports also show contact engagement and funnel distribution. This can help you understand why key segments might be decaying and what you can do to improve engagement.

In each segment, view the segment's changes in size, compare the performance of multiple contact segments against each other, or review how the segment is used.

To analyze your overall segment performance, learn how to analyze reports for all segments.

Analyze the performance of a segment

To check the performance of an individual segment:

1. In your HubSpot account, navigate to CRM > Segments. 
2. Click the name of your segment. 
3. Click the Performance tab. 
   
   
4. To review the number of records in the segment over a period of time, review the Segment size report.
   • To filter by specific dates, in the upper right of the report, click the Date range dropdown menu and select the dates.
   • By default, the report shows Over time, which displays the number of records in the segment over the specified time period. To show the number of records impacted by edits made to the segment, click the Over time dropdown menu, then select Over time by version. 
5. For contact segment only, to view the percentage of your contacts based on filters, review the Contacts breakdown and engagement report. The report has a default filter of Create Date is This month, so it includes only records created that month. To change the filters, in the upper right of the report, click the Segment contacts by dropdown menu and select how you want to segment your contacts: source, country, or lifecycle stage. The country property refers to the contact's IP country, and not the default Country/Region property.
6. For contact segment only, to view the activity of your contacts in the segment over the past 30 days, review the In the last 30 days, this is the count of contacts in this segment who report. Activities include opened a marketing email, clicked in an marketing email, converted on a form, clicked on social link, and visited your website.
7. To return to your segment, click the Overview tab.
8. To add a report to your dashboard, click Save report. In the right panel, name the report, select whether you want to add it to a dashboard, then click Save & add. 

Compare the performance of contact segments

You can compare performance insights for contact segments.

1. In your HubSpot account, navigate to CRM > Segments.
2. Click the name of a segment.
3. Click the Performance tab.
4. Click Segment comparison in the left sidebar menu.
5. To set the date range within which to compare, click the date pickers and select start and end dates.
6. To choose the segment to which the current segment will be compared, click the Segment dropdown menu, and select the segment.
7. To add another segment to the comparison, click + Add, then select the segment. You can select up to five segments to compare.
8. In the Overview section, view the segment size, the number of tools in which the segment is used, and the change in the segment size for the last seven days. Click the numbers to view more details about the contacts in the segment, where the segment is used, and membership changes. 
   
   
9. In the E-mails section, view the number of emails sent to the segment, including the open and click-through rates.
10. In the Segment size reports section, view a graph comparing changes to the size of the segments over time.
11. To view the performance comparison in the report builder, click Open in Report Builder. You'll be brought to the custom report builder where you can edit the report.

Analyze and manage segment activation in HubSpot tools

You can use segments in other HubSpot tools, such as campaigns and workflows. On the Performance tab, you can review where a segment is currently used and activate it in other channels. 

1. In your HubSpot account, navigate to CRM > Segments.
2. Click the name of a segment.
3. Click the Performance tab.
4. In the left sidebar, in the Active section, review channels in which your segment is being used. Click the name of the tool to manage its usage of the segment. The section is empty if the segment isn't active in any tools.
5. To activate the segment in other tools, click Available channels in the left sidebar menu. For each channel, review usage tips and click [Use in/Go to] [tool] to activate the segment. For example, click Go to workflows to set up a workflow where records are enrolled if they're added to the segment.