> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/audience-and-activation/build-your-audiences/segment-reference/segment-capabilities/segment-metrics.md).

# Segment metrics

The figures shown on every segment: what they count, their three statuses, and the ten-active ceiling.

## What a metric counts

**Segment metrics** describe the composition and evolution of an audience segment. Each segment carries a metrics panel showing figures such as the total number of users, the number of emails, and the available identifiers.

The metrics you see are chosen on demand in datamart settings, which is what keeps the panel to the figures that matter to you rather than everything countable.

They let you:

* **Understand a segment's size and structure**, by looking at the total number of users and their distribution across identifier types - cookies, hashed emails, CRM ids.
* **Track a segment's evolution** over time, with a history of variations and trends.

Metric values are computed periodically and stored, which is what makes the evolution chart possible.

{% hint style="warning" %}
This page documents the current, interface-based segment metrics. The API-based system for creating and managing segment metric objects is documented separately in the **Setup & Monitor** section, under *Segment metrics*. The two differ in what they count, in the statuses they use, and in the active ceiling - do not read one as documentation for the other.
{% endhint %}

## Identifiers, not users holding them

By default, the system counts the number of **distinct identifiers** - user emails, user account ids, and so on - rather than the number of users associated with an identifier.

{% hint style="info" %}
The difference shows up whenever one user holds several identifiers of the same type. A user with three email addresses counts as **3** under the current logic and as **1** under the previous one. The previous logic remains available as a custom segment metric if you need it.
{% endhint %}

## Custom metrics

You can create custom segment metrics in OTQL, for needs the standard metrics do not cover. Select the **custom** metric type in the segment metrics list, and enter the query that defines the logic you want.

## The three statuses

<table data-search="false"><thead><tr><th width="120">Status</th><th>What it means</th><th width="200">Transitions</th></tr></thead><tbody><tr><td><strong>Active</strong></td><td>The metric is active and its value is being calculated. You can deactivate and reactivate it, within the limit of 10 active metrics at a time.</td><td>Active → Inactive<br>Active → Archived</td></tr><tr><td><strong>Inactive</strong></td><td>Default status on creation. The metric exists but its value is not calculated.</td><td>Inactive → Active<br>Inactive → Archived</td></tr><tr><td><strong>Archived</strong></td><td>The metric is archived, is no longer calculated, and <strong>can no longer be activated</strong>.</td><td>None</td></tr></tbody></table>

{% hint style="danger" %}
Archiving is one-way. An archived metric stays in the archive list for reference and history, and cannot be brought back. You can archive an active metric directly - it is processed automatically and moved to the archives.
{% endhint %}

## The ten-active ceiling

You can have **10 active segment metrics at a time, per datamart**. You can create as many as you like, as long as they are not activated.

## Managing metrics

Segment metrics are created and managed either in **Navigator**, or by API.

{% stepper %}
{% step %}

### Open the configuration panel

Go to **Settings > Datamart > Datamarts**, select the datamart, and open the **Segment Metrics** tab.
{% endstep %}

{% step %}

### Create a metric

Click **New**. Fill out the form - it changes depending on the dimension you choose, and may ask for additional information - then click **Save**. The metric appears in the table with the status **Inactive**.
{% endstep %}

{% step %}

### Activate it

Open the dropdown next to the metric and select **Activate**, then confirm. If you do not already have 10 active metrics, the status becomes **Active**.
{% endstep %}
{% endstepper %}

Two further actions live in the same dropdown:

* **Edit.** You can edit an active metric, but you **cannot change the dimension** of an existing metric.
* **Deactivate.** The metric returns to **Inactive** and stays in the table, ready to be reactivated within the ten-active limit.
* **Archive.** Confirm, and the metric leaves the table. It is visible again only with **Show archived** ticked.

## Ordering

You can reorder metrics by drag and drop from the datamart segment metrics management menu. Changes apply **immediately, without saving**, to every segment in the datamart, and are reflected in:

* The segment table menu, in the metrics columns.
* The segment view banner, in the segment metrics display.

## Access and export

Segment metrics are reached through **Audience > Segments**, where an interactive dashboard visualises the key indicators. The data can be exported for analysis in external tools.

{% hint style="info" %}
To set up a new identifier so it can be counted, contact your Account manager.
{% endhint %}

## Related pages

<table data-view="cards" data-search="false"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><strong>Check your audience reach and stats</strong></td><td>Reading these figures to decide whether a segment is worth activating.</td><td><a href="/audience-and-activation/analyze-your-data/check-your-audience-reach-and-stats.md">Check your audience reach and stats</a></td></tr><tr><td><strong>Segment dashboard</strong></td><td>The dashboards that sit alongside the metrics panel.</td><td><a href="/audience-and-activation/build-your-audiences/segment-reference/segment-capabilities/segment-dashboard.md">Segment dashboard</a></td></tr></tbody></table>


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