How can I exclude users or apply 'NOT' conditions when targeting users in Segments or Customer Journeys?

If you need to target users who do not meet certain criteria, or to exclude a group, you can do it in both Segments and Customer Journeys.

1. In Segments

Tag conditions have negative operators you can apply directly:

• is not (noteq) — excludes users with a specific value, e.g. City is not "London";
• not in (notin) — excludes users matching any value in a list, e.g. Interest not in ["Sports", "Music"];
• not set (notset) — users who have no value for the tag at all.

To exclude a whole group, build a compound filter and combine conditions with AND NOT — for example "purchased in the last 30 days AND NOT in segment Churn risk". You can also reference an existing segment as a condition and subtract it. In the Segmentation Language this is the difference operator \, e.g. T("City", eq, "Tokyo") \ T("Name", any). See the Segmentation language reference for the full operator list.

2. In Customer Journeys

Use the Condition split flow-control element (it was previously called Segment split). Select Segment as the condition and choose (or create) the segment; the element automatically produces two branches:

• Users in a segment — users who match the selected segment;
• All other users — everyone who does not match. This is your "NOT" path.

Configure a separate flow for each branch. Condition split can also branch on a Tag or on an Event attribute, with is / is not conditions and up to 10 value branches; users matching none of the values fall into All other users.

For excluding users from marketing pressure globally, consider a Global control group or frequency capping instead of per-journey logic.