So, following a recent "back to basics" post, a reader requested that I write something describing how custom traffic props are actually useful. How about customer segmentation achieved through traffic props? Custom traffic props are used for counting traffic-based activity, to gain insights into user behaviour across our sites. By default, custom traffic props only come enabled with the metric Page Views, which, by itself is, admittedly, not a lot of good. But, with a couple of minor customisations, you can get valuable insights from the props very quickly. This post is actually about customer segmentation – in our case measuring student activity versus staff activity versus “anonymous” activity. In your case, it’ll probably be customers vs. non-customers. But, you don't have to stop at the customer vs. non-customer segments either. There's plenty of other customer segments that you can apply throughout the brand funnel, as they move from being just a browser to a high value loyal customer. Read on to find out more about enabling customer segmentation.