Web Activity in Segments

Use web behavior as segment filter criteria

Web Activity in Segments

Mailnaptic's segment builder supports web activity filters that let you target contacts based on their website behavior. Combine these with demographic and engagement filters to create highly targeted audiences.

Available web activity filters

The following filters are available in the segment builder under the Web Activity category:

Filter	What it matches	Parameters
`site_visited_page`	Contacts who visited a specific page	URL pattern (exact or contains)
`site_not_visited_page`	Contacts who have not visited a page	URL pattern
`site_triggered_event`	Contacts who fired a specific custom event	Event name
`site_not_triggered_event`	Contacts who have not fired a custom event	Event name
`site_purchased`	Contacts who completed a purchase event	None (matches `order_completed`)
`site_not_purchased`	Contacts with no purchase event on record	None

Adding a web activity filter

Open a segment in the segment builder (or create a new one).
Click Add filter and choose a filter from the Web Activity group.
Configure the filter parameters. For page visits, enter a URL or URL fragment. For custom events, enter the event name.
Optionally set a time window — for example, "visited in the last 7 days" versus "visited ever."
Click Preview to see the matching contact count.

Combining filters

Web activity filters follow the same AND/OR logic as all other segment filters. Some powerful combinations:

High-intent browsers: site_visited_page containing /pricing AND email_opened in the last 30 days.
Cart abandoners: site_triggered_event = product_added_to_cart AND site_not_purchased.
Engaged but inactive on site: email_clicked in the last 14 days AND site_not_visited_page containing / (no site visit at all).
Re-engage lapsed buyers: site_purchased AND last_active_days greater than 60.

URL matching

The site_visited_page and site_not_visited_page filters support two match modes:

Contains — matches any URL that includes the specified string. For example, /blog matches /blog, /blog/my-post, and /blog?page=2.
Exact — matches the full URL path exactly as entered.

Graceful fallback

If site tracking has not been set up for your organization or the site_event table does not exist yet, web activity filters will simply return zero matches rather than causing an error. Once you install the tracking snippet and events begin flowing, the filters will start matching contacts automatically.

Using web segments for campaigns

Once you've built a web-activity-based segment, you can use it anywhere segments are supported:

As a target audience for a campaign.
As an exclusion segment to remove certain contacts from a send.
As a trigger condition in automations (e.g., "when contact enters segment").

Tip: Use the AI segment builder to describe your audience in plain English — for example, "contacts who viewed the pricing page but haven't purchased." Mailnaptic will generate the correct web activity filters for you.

Web Activity in Segments