Segments refer to groups of users or customers who share common characteristics or behaviors. Segments are commonly used to group users based on factors such as their demographics, interests, usage patterns, or other characteristics. Segments can be used to compare the performance of different groups of users and to identify trends or patterns within the user base. For example, a product analytics tool might allow product teams to create segments based on factors such as age, gender, location, or device type, and then compare the performance of each segment to identify opportunities for improvement.