Question

Why does the Segment Audience Builder return no results or fail to exclude users when using certain trait names or values in audience rules?

Product

Twilio Segment

Environment

Segment Console

Answer

One possible explanation is that this issue occurs when the trait name used in the audience rule does not exactly match the trait key stored on user profiles. Audience rules are case-sensitive and require the trait name to match the profile data exactly, including underscores, spaces, and casing. If the trait specified in the rule does not exist on the user profile, the rule will not return or exclude the intended users. To resolve this, verify the exact trait key present on the user profile and use that key in your audience rule.

Additional Information 

When building audience rules, always confirm the trait names in the user profile explorer to ensure accurate targeting and filtering.