Product Updates

The Salesforce Marketing Cloud integration has been improved and the process for mapping data has been streamlined. Salesforce Marketing Cloud data extensions can now be automatically created and configured directly within Segment.For more information, visit the Segment Salesforce Marketing Cloud documentation.

We’re excited to announce the general availability of our enhanced Event Tester, providing you with unprecedented visibility into your integration configurations. This powerful update gives you complete transparency into API transactions with full request/response inspection and linked event support. We’ve also embedded this functionality directly into your mapping workflows, creating a consistent, intuitive testing experience throughout the platform regardless of which Segment product you’re using.Key Improvements:Complete API Visibility: View exact request payloads, response data, and API endpoints to quickly identify and fix integration issues Flexible Test Inputs: Easily sample real events from your sources or create custom test scenarios Support for Linked Events: Test enriched payloads to verify profile data is correctly attached to your events Editable ReverseETL Payloads: Modify warehouse data before testing to validate different scenarios Unified Experience: Enjoy the same intuitive testing interface across all Segment productsThis release marks a significant step forward in reducing time-to-value when configuring integrations and troubleshooting data flows.Event Tester documentation can be found here.

Unify space deletion is now available to all Business Tier users. With this feature, Workspace Owners can trigger the deletion of a Unify space. These deletion requests can be canceled within 5 days of making the request. For more information, see our account deletion documentation.

Linked Events sync scheduling has been enhanced to increase flexibility and efficiency for data engineers.Consistent Sync Setup: Configure Linked Events sync schedules directly in the Entities Detail or Data Graph screens, ensuring alignment with rETL workflows. Manual Syncs: Trigger syncs on demand, eliminating wait times during testing. Interval-Based Scheduling: Set up syncs at predefined intervals: 15 min, 30 min, 1 hour, 2 hours, 4 hours, 6 hours, 8 hours, 12 hours, or 1 day—matching rETL options.The new Linked Events sync scheduling streamlines sync management, improving efficiency and control. Learn more about configuring the sync schedule by visiting the Segment documentation.

Event-Triggered Journeys are now available in Public Beta to all Twilio Engage users. This feature unlocks new transactional and abandonment use cases to enable faster, personalized campaigns. For more information, visit the Event-Triggered Journeys Documentation.

The Data Graph now supports previews of entity data from the data warehouse. After selecting an entity in the Data Graph, users can view sample rows from the referenced warehouse table/view in order to verify that the Data Graph — and tools using it such as Linked Audiences and Linked Events — are referencing correct data.

With this general availability release, Twilio Engage event conditions with time windows where the event was performed less than or equal to 20 times will be considered real-time. Previously, event conditions with time windows were treated as batch computations.Real-time audiences ensure that your audience is always up-to-date with the latest profile data, enabling you to act on the most accurate and recent information. Time windows which make use of the between operator, such as in “select all users that have performed an order completed event at least 1 time between 1 day and 3 days ago”, will continue to be created on Batch.For more information on audiences, visit the Segment documentation.

The Reddit Conversions API integration is now in public beta for all Segment customers. This server-side integration enables direct conversion tracking from Segment to Reddit without requiring client-side implementation, helping advertisers maintain robust measurement capabilities in the face of browser restrictions and signal loss.For more information on implementation details and best practices, check out our Reddit Conversions API Docs.

With this beta release, transactional emails can be triggered directly from Segment using your existing SendGrid dynamic templates. The integration provides a seamless interface to manage your transactional email workflows within the familiar Segment mapping UI.For more information, check out our SendGrid Destination Docs. 

Linked Audiences empowers marketers to effortlessly create targeted audiences by combining behavioral data from the Segment Profile and warehouse entity data within a self-serve, no-code interface. With this public beta release, the Data Graph now supports Redshift as a warehouse source.

Delivery Overview Public API endpoints now have additional event granularity for Audience events. You can now filter and groupBy metrics based on audience ID, activation ID, and space ID.Check out our Delivery Overview API Documentation for more information.

Braze Liquid Syntax Copy for Linked Audiences is now in Public Beta.When setting up a Linked Audiences activation to Braze, you can now copy the Liquid syntax for the selected profile traits and entity properties you're sending in the event payload.You can then paste and adjust the syntax as needed in your Braze messaging templates.For more information, visit the Linked Audiences documentation.

Segment updated the Linked Audience Activation UI to make the set up for Activations easier with these new improvements: The destination-level settings moved out of the side panel. The new Configuration tab gives you a shareable URL to a specific activation configuration that allows multiple teams to collaborate on the mapping. The UI now displays onboarding instructions on how to get started with Activations.  

The Linked Audiences Runs Log is now Generally Available.View granular runs information about your linked audience runs, such as start time, run duration, run result, and change summary.  For more information, see the Linked Audiences documentation. 

Users utilizing Regional Segment can now build Linked Audiences on EU infrastructure as part of Regional Segment.This expansion into the EU market reinforces Segment's commitment to meet the specific needs of users by offering localized infrastructure. 

Linked Audiences empowers marketers to effortlessly create targeted audiences by combining behavioral data from the Segment Profile and warehouse entity data within a self-serve, no-code interface.With this public beta release, the Data Graph now supports BigQuery as a warehouse source.See the BigQuery Data Graph Setup documentation for more information. 

Twilio Segment is now offering Linked Events into General Availability.Linked Events enables you to enrich real-time event streams with entities from your data warehouse to your destinations.Data teams can insert additional event context for downstream applications for richer data about each event.Linked Events is available to all US and EU workspaces and is a HIPAA Eligible Service.For more information, visit the Linked Events documentation. 

Functions Copilot lets you effortlessly create and refine functions using natural language prompts, streamlining the development of complex logic and code.Functions Copilot is now available to all Segment users who have functions enabled for their workspace.For more information, see Segment's Functions Copilot documentation.

Suggested Mappings automates the mapping of a source, which provides you with mapping suggestions while allowing you to tweak and perfect each mapping.For more information, see Segment's Suggested Mappings documentation. 

Duplicate Mappings enables users to quickly make a copy of an existing mapping with a destination, including all configurations and enrichments.For more information, see the Duplicate Mappings documentation. 

Segment's Linked Audiences and Data Graph are now Generally Available for Snowflake & Databricks.Linked Audiences empowers marketers to effortlessly create targeted audiences by combining behavioral data from the Segment Profile and warehouse entity data within a self-serve, no-code interface. This tool accelerates audience creation, enabling precise targeting, enhanced customer personalization, and optimized marketing spend without the need for constant data team support.The Data Graph acts as a semantic layer that allows businesses to define relationships between entity datasets in the warehouse—such as accounts, subscriptions, households, and products—with the Segment Profile. The Data Graph makes these relational datasets easily accessible to business teams for targeted and personalized customer engagements. 

Segment Extensions, including dbt and Git Sync, is generally available.Extensions provides third-party integrations that add an automated experience with your existing tools, like dbt labs for syncing models or Git repositories for managing versioning for Segment Workspace changes.dbt Extension is available to all tiers, while Git Sync is available for Team and Business plans.For more information see Segment's Extensions documentation. 

End-to-end observability is coming to Warehouse Destinations. For the first time, Delivery Overview gives you a comprehensive breakdown of how streaming source events convert to warehouse rows.For more information, see the Delivery Overview documentation. 

The Facebook Custom Audiences (Actions) destination is now in Public Beta.Deliver effective Facebook Ads campaigns by defining and syncing custom audiences to power ad suppression, acquisition (using lookalikes), retargeting, and more.This destination sends audiences, or lists of users, from your data warehouse to Facebook Custom Audiences using Reverse ETL.Syncs can add or remove users from your Facebook Custom Audiences as records are created, updated, or deleted in your warehouse. 

Trait Activation in Destination Functions is available to all users on Business Tier plans with Engage Foundations.This feature enables you to pass Traits and Identifiers on the Segment Profile to Destination Functions used in your Engage flows, eliminating the need for calling the Public Profile API.For more information, see the Trait Activation documentation.