How to create segments directly from funnels

How to create segments directly from funnels

Estimated 3 minute read

Updated Nov 3, 2025, 12:00 AM EST

Available to customers with Personalization or Advanced KDP. You also need permission to create segments.

Overview

On the Funnel analysis page, you can build a segment of profiles who completed or dropped off at a specific point in a funnel. This lets you quickly act on insights by building segments from your funnel data without leaving Personalization.

For example, you can quickly build a segment of:

Customers who added items to their cart but didn’t place an order
Profiles who opened a campaign but didn’t click through
Visitors who started checkout but didn’t complete it within your funnel’s time window

These segments use the same sequential event logic available in event funnels for segmentation, helping you turn funnel insights into actionable audiences for campaigns and flows.

How to create a segment from a funnel

Start with an existing funnel. If you need to create one, follow Getting started with the funnel analysis report.

Navigate to Personalization > Customer insights > Funnel analysis.
Hover over a funnel step (blue bar) or drop-off (lighter diagonal connector) to see a tooltip.

Click the tooltip and select Create a new segment.

In the Create segment drawer on the right, review the Name and Tags. You can edit both before creating the segment.
The segment definition is pre-filled based on the funnel event or drop-off you selected.
Any segment filter applied to the funnel is automatically included in the segment definition.
The segment name and a “Funnel analysis” tag are also added automatically.

Review the segment definition and Estimated members. The estimate may differ from the funnel because of caching and filter differences. If you used filters on individual funnel events, you’ll need to add them again in the builder before creating the segment.
Choose one of the following:
Create segment — immediately creates the segment and shows a success toast confirmation.
Go to builder — opens the segment builder, where you can further customize the definition. When you finish, click Create segment.

Once created, you’ll find the new segment on your Audience > Lists & segments page, tagged as Funnel analysis.

How the segment is built

For a step after the first, the segment uses Steps someone has taken (or not taken) in a specific order. It includes the sequence from the first step through the selected step. For a drop-off, the condition looks for profiles who completed the preceding steps but did not complete the selected step in that sequence. Selecting the first step creates a single-event condition instead.

It uses your selected funnel step(s) and applies these settings automatically:


Funnel Setting	How it’s applied in segment definition
Segment filter	Included, if applied on the funnel
Event filters	Not supported currently (filters applied on individual steps in the funnel are not carried over to the segment)
Date range	Uses a rolling period for Last 7, 30, 90, or 365 days. Week-to-date, month-to-date, year-to-date, and custom ranges become fixed dates. A custom range longer than 1 year is shortened to the year ending on your selected end date.
Completion window	For sequences of steps, snaps to the closest supported window in segmentation: 1 hour, 1 day, 3 days, 5 days, 7 days, 30 days, 90 days, 180 days, or 365 days. If none is set, no additional completion window is applied; the selected date range still applies.

Note: You can edit these defaults anytime in the segment builder after creation.

Best practices and limitations

Use this feature to quickly turn insights into action—for example, re-engage drop-offs or nurture converters.
For more complex sequential logic, open the segment in the segment builder and modify further.
Filters on individual funnel events are not yet supported in automatic segment creation.
The maximum date range for created segments is 1 year, even if your funnel is set to a longer range.

Example use cases

Re-engagement: Create a segment of customers who viewed a product but didn’t add to cart within 3 days.
Abandonment recovery: Build a segment for users who started checkout but didn’t purchase in the last 7 days.
Campaign targeting: Create a segment of profiles who opened a specific campaign but did not click. Use Go to builder to add filters for that campaign to both the open and click events before creating the segment.