Product changelog and announcements

Analytics.js Classic has entered an End of Service as of August 31, 2022.

This means that while you’re able to continue using it until the End of Life on February 28, 2023, Segment will no longer be maintaining or upgrading the Classic version of Analytics.js.

For more information, see the upgrade documentation, or view the blog post about the benefits of Analytics.js 2.0.

Liquid functions support in destination mappings is now Generally Available.

We’ve introduced liquid functions support in the mappings dropdown, allowing you to apply LiquidJS tags and filters to clean, format, or conditionally transform event data like user properties, timestamps, or metadata. This feature empowers you to tailor data to match the exact requirements of downstream tools with ease!

Key highlights include:

• 🏷 Supported liquid tags: Includes if, else, elsif, unless, case, when, assign, capture, increment, decrement, echo, comment, raw, and liquid for conditional logic, variable assignment, and nested code execution

• 🌊 Supported liquid filters: Over 40 filters like downcase, upcase, strip, prepend, append, replace, date, json, slugify, and where to manipulate strings, numbers, arrays, and dates

Real-world use cases:

• Standardize data, e.g., convert emails to lowercase with {{ event.properties.email | downcase | strip }}

• Format phone numbers, e.g., using filters like remove, prepend, and strip

• Set default values or apply conditional logic with if/else and default

For more information, check out our docs.

Subscription Groups in Twilio Engage give you the ability to define different types of email categories that recipients can opt in and out of at any time through a custom user preference page.

For more information, visit the Subscription Groups documentation.

Reverse ETL enables you to activate data from a warehouse and load it into 300+ downstream destinations. 

Azure as a Reverse ETL source is now Generally Available.

Audience Consumers is now available to all users on Business plans.

You can view a new Consumers tab on audiences to see a list of audiences that reference it in their definitions. When editing, disabling, or deleting an audience, a warning will appear if it’s referenced by other audiences, showing the count and a link to review them. This will ensure that you understand dependencies and manage audience relationships more effectively. For more information, view our documentation.

We're excited to announce our new hashing detection capability, designed to simplify how you work with sensitive data across different destinations.

Key Features:

• Automatic Hashing Detection: Segment now intelligently detects when fields contain pre-hashed values and avoids double-hashing them

• Plain Text Support: For un-hashed values, Segment continues to automatically hash according to each destination's requirements

• Simplified Workflows: No configuration needed - the system automatically determines whether values need hashing

This enhancement is valuable for customers with strict data privacy requirements who pre-hash PII before it enters Segment's infrastructure. It prevents match failures caused by double-hashing and eliminates common troubleshooting issues when activating pre-hashed data from warehouses or other systems.

The feature is now available for key advertising and marketing technology destinations, with field-level indicators showing which fields support this capability.

Find complete documentation here.

Session Window Computed Traits is available to all Unify+ and Engage customers. You can now define a session window duration (e.g., 30 minutes of inactivity) that determines when a session ends, and automatically reset the value of a computed trait when it does.

This enables traits that reflect behavior within the current session only, unlocking powerful session-scoped logic built on top of our real-time event pipeline.

What this means for you:
You can now build smarter, session-aware experiences without handling any session tracking logic yourself. A few examples:

• ⚠ Anomaly detection: Flag users with 10+ failed login attempts in a single session

• 🗺 Short-term personalization: Show banners for travel cards if viewed in the same session

• 💬 Support context: Surface recent session activity to support or sales agents

• 📍Routing: Direct users to different flows based on in-session actions

You’ll now have more precise targeting, smarter personalization, and richer context, all in real time.

We’re excited to announce the public beta of our Twilio Messaging destination, making it easier than ever to activate your SMS, MMS, RCS, Facebook Messenger, and WhatsApp messaging campaigns right within Segment!

With the Twilio Messaging destination, you can:

• ✅ Trigger messages in real time
  • Send personalized messages to customers based on events, audience updates, or journeys, like signup confirmations, abandoned cart nudges, or proactive support updates.
• ✅ Use your existing Twilio templates and compliance settings
  • Build and manage your Content Templates directly in Twilio, then trigger the right message at the right time using Segment. No duplicated workflows or extra integrations required.
• ✅ Personalize messages dynamically
  • Tailor each message with event data and user traits, like name, product details, or offer codes, to create truly relevant customer experiences.

How the Twilio Messaging destination helps your team

Your customers expect real-time communication on the channels they use most. This integration makes it easier to reach them quickly, without building custom pipelines or managing fragmented tools.

Whether you’re sending SMS, MMS, RCS, Facebook Messenger, or WhatsApp messages, Twilio Messaging combined with Segment helps you orchestrate personalized journeys and deliver timely touchpoints with confidence.

Try it today

The Twilio Messaging destination is now available in the Segment catalog for all customers in public beta. Check out the destination documentation to get started.

Journeys v2 and Linked Audiences Snowflake Destination is now available in Public Beta and available to all users on Engage Add-On plans!

Segment’s warehouse interoperability helps businesses unlock the full power of your customer data. Now you can write Linked Audiences and Journey steps to Snowflake warehouses. Linked Audiences write back to warehouse capability allowing you to fulfill your compliance audit requirements, QA audiences, and automate operational workflows that run on warehouses.

By writing Journey steps to warehouses, you’ll now see who lands in a particular step and when, test and debug campaigns, and analyze journey performance.

Segment has changed the UI and name of the Personas product to better align with marketing vs developer workflows and our repackaging.

With this change, you’ll now see new Profiles and Engage tabs in the app.

For more information, visit Segment's Unify documentation.