Create web visitor segments

When someone visits your website, cookies track their activity. HubSpot uses cookies to associate website activity with certain visitors. To organize and analyze the people visiting your website, both anonymous visitors and those associated with contacts, create web visitor segments. Using web visitor segments, you can better understand your website traffic and create personalization strategies to target certain visitors.

Before you get started

Prior to creating and using web visitor segments:

• If you're a Super Admin, opt in to the Web Visitor Segments beta.

• Install the HubSpot tracking code. This is required to track website visitors and create web visitor segments.

• Review more information about how HubSpot tracks website activity. This can help you understand how your visitors are being tracked.

Create web visitor segments

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.
2. In the upper right, click Create segment.
3. Select Web visitors, then click Next.
   
4. At the top, enter a name for the segment.
5. Click + Add filter. Add your filters with criteria to determine which visitors are added to the segment. You can filter by the following:
   • Web visitor properties: filter by property values of visitors. Includes properties related to enriched company data, visitor data (e.g., new visitor, associated with a contact, location), traffic sources, and device/browser data.
   • Segment membership: filter by whether visitors are members of other segments.
   • CTAs: filter by visitor CTA interactions.
   • Form Submissions: filter by visitor form submissions.
   • Page Visits: filter by the page visited.
6. In the upper right, click Save.

Review web visitor segment performance

To view the performance of existing web visitor segments:

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.
2. In the left sidebar menu, click Web visitor segments.
3. In the Overview report, review which unique website visitors met your criteria and were added to the segment.
4. In the Activation channels section, review where the segment can be used. Learn more about using a segment in other tools.
5. To review other performance reports, navigate to the Performance tab. Review the following data:
   • Segment size vs. total traffic: an over time view of website traffic and changes in segment size. This can help you track how many visitors match your segment criteria, and when they're visiting your site.
   • Data about visitors: review the Visitor's top industries, Company size, and Country. This can help you understand the types of visitors to your site.
   • Top pages visited: the pages with the highest traffic.
6. To view where the segment is now used as a data source, navigate to the Performance tab. In the left sidebar menu, under Active, click the name of a tool to view how the segment is used. To view other tools in which the segment can be used, click Available channels. 

Learn more about analyzing segments and using a segment in other tools.

Create content from web visitor segments

Once you've created a web visitor segment, you can use it to create personalized CTAs, landing pages, or website pages. These personalized variants of existing content are shown only to visitors in the segment. For example, you can create a CTA with a local offer and show it only to visitors located in your area.

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.
2. In the left sidebar menu, click Web visitor segments.
3. Hover over a segment, click Actions, then select Create content variant.
4. In the right panel, select Landing page, Website page, or CTA, then click Next.
5. To create the content manually:
   • Enter a name for the personalized content. 
   • Select an existing asset to personalize, or click Create new [content] in the dropdown menu to start from scratch.
   • Click Create.
6. To use AI to generate the content, click Create with AI.
   • Enter a name for the personalized content.
   • Select an existing asset to personalize, or click Create new [content] in the dropdown menu to start from scratch.
   • Enter a prompt that describes how you want to personalize the content.
   • Select whether you want to generate images with AI or use the asset's existing images.
   • Click Generate.
7. Edit the variant in the asset editor as needed before publishing.

Learn more about using the personalization tool.