Equals & not Equals to

The Equals filter type is used to match exact value within a data field: the filter will match any record where the attribute matches the value you’ve defined. This filter is useful when you want to segment your audience based on specific criteria that must be met.

Suppose you are working with a segment of customers in a loyalty program, and you want to target customers who belong to a specific country. You can use the Equals filter to include all customers from the country you are targeting.

The Is not equal to filter type is the opposite of the Equals filter. It allows you to exclude records with a specific value from the segment. This is useful when you want to target everyone except customers who belong to a certain group, have specific attribute, or fall into particular category.

How Is not equal to Filter Works:

Imagine you want to send a promotional email to customers, but you need to exclude those who have not given consent. You can use the Is not equal to filter to exclude customers who have opted out.