Updated Segment Naming Conventions Migration Strategies
An overview and comparison of Orbee’s segment migration options; "Rip and Replace" and "Append".
Overview When updating naming standards or changing segment labels, integrated audiences can face delivery or tracking disruptions on destination platforms, namely Google Analytics 4 (GA4). In order to make the transition as smooth as possible, Orbee offers two migration pathways based on whether the audiences are actively used in marketing campaigns.
The "Rip and Replace" Strategy This method removes the previous segment structure from the database and publishes new segments using updated naming conventions.
- When to Use It: Use this for inactive segments. It applies to audiences not being used in active marketing campaigns, segments not running in live Meta or Google ads, and newer accounts where historical data trails have not yet been established.
- Benefits & Considerations: This method keeps the account clean and free of duplicate names. However, since you will be creating and utilizing completely new segments, any historical activity, usage, or data restarts from zero upon republication.
Example
| Segment Name | Historical Segment Label | New Segment Label |
| All VDP | vdp_view:all_vehicle-content | vdp_view_all_vehicle_content |
The "Append" Strategy This method leaves existing segments active to preserve ongoing marketing actions while deploying a standardized version alongside them.
- When to Use It: This approach is recommended for active segments. Use it for segment audiences are being used in live campaigns where the Rip and Replace method would affect the active campaign. It is also used when preserving historical data trails is critical.
- Benefits & Considerations: Appending protects live campaigns from data loss or delivery failure. The new version is published with a version qualifier like a "V2" tag (e.g. " vdp_view_all_vehicle_content_V2") . This introduces temporary data redundancy, meaning duplicates will appear in the interface until old campaigns end.
Example
| Historical Segment Name | Historical Segment Label | New Segment Name | New Segment Label |
| All VDP | vdp_view:all_vehicle-content | All VDP V2 | vdp_view_all_vehicle_content_V2 |
Summary of Migration Options
- Strategy: Rip and Replace
- Recommended Audience State: Inactive or unused
- Impact on Live Ads: Disrupts live advertising and clears downstream historical data
- Account Cleanliness: High. Historical is completely wiped, everything starts from new, and any duplication is avoided
- Strategy: Append (V2 Setup)
- Recommended Audience State: Actively in use in campaigns
- Impact on Live Ads: None; the legacy version continues running uninterrupted while "V2" segment audiences and campaigns are spun up
- Account Cleanliness: Temporary duplication until the legacy version is phased out