What is the "Visitors to Unsegmented Pages" segment?
When you create an AdRoll account, we set you up with your first audience segment: Visitors to Unsegmented Pages (*). Without any other segments, this URL-based segment is set up to be a catch all—to catch all visitors to any page of your website.
The rule (URL pattern) that your Visitors to Unsegmented Pages list follows is * (an asterisk). On our platform, * is used as a wildcard symbol that stands for any number of letters or characters (-, _, /, ?, #, etc.) in your URL. Meaning it covers every URL on your website.
Learn more about how wildcards like * work in practice.
What happens to "Visitors to Unsegmented Pages" when I create my own segments?
If you create new segments your "Visitors to Unsegmented Pages" segment will continue to grow, but will no longer include any activity on pages captured by your other URL or fixed segments. Any traffic to the pages you distinguish with a custom segment will be routed directly into that segment instead of Visitors to Unsegmented Pages.
Do I have to create additional segments?
The only segment you need to create is a conversion segment, which helps us understand what a success is to you. Conversion segments are created in the same way audience segments are, except you choose "Track Conversions" instead of "Segment Visitors."
It is important that you avoid splitting your audience up into too many small segments because it does affect performance. The larger the audience segment, the more we can optimize who, where, and when we target your segment's visitors based on user intent signals.
If you are new to retargeting, are unsure of how much traffic your website gets, or do not have a campaign strategy yet—hold off. Let your "Visitors to Unsegmented Pages" segment populate for 30 days. Capturing all activity on your website, the segment will grow much faster into a viable segment that you can target right away in your first campaign. In addition, doing this will give you a clearer idea of your total monthly unique traffic so you can make an informed decision on how granular to get with your segments moving forward.