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What happens if a shopper belongs to multiple segments?

Learn more about Segmentation & Insights

Alina Marques avatar
Written by Alina Marques
Updated this week

It's possible to target simultaneously multiple segments onsite.


Segment Prioritization Tool

If a shopper belongs to multiple segments at the same time when they visit a given page on your online store, they will only be exposed to the experience set for the segment being prioritized using the Segment Prioritization tool.

You can access this tool by going to Experience.AI > Audience Insights & Builder > Overview section of the Nosto admin panel.


How Inclusion and Exclusion Logic Works

When configuring segmentation rules or campaign audiences, it’s important to understand how inclusion and exclusion interact—especially when segments overlap.

Everyone Segment Logic

  • Every segment is a sub-set of the "Everyone" segment.

  • If you configure a campaign or rule to exclude the "Everyone" segment, you're effectively excluding all shoppers from the experience—no one will qualify.

Example: Combining Inclusion and Exclusion

If you set a rule to include Segment A and exclude Segment B, the logic works as follows:

  • ✅ Shoppers in Segment A only (not in B)Included

  • ❌ Shoppers in Segment B onlyExcluded

  • ❌ Shoppers in both Segment A and Segment BExcluded

This behavior ensures that exclusion criteria override inclusion, so shoppers must meet inclusion criteria without being part of any excluded segment to qualify.

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