Privacy Portal

When preparing for new privacy regulations (such as the GDPR or the CCPA), the best practice is to create a comprehensive data inventory which includes details about what personal information you collect, where you collect it from, where you store the data, and who has access to it. The Privacy Portal helps automate this process for the data you collect with Segment.

When you use Segment as the single point of collection for your customer data, you can use the Privacy Portal to:

  • Automatically detect and classify your customer data to create a dynamic data inventory
  • Monitor changes to your inventory with real-time alerts
  • Enforce your company’s data privacy policies with standard privacy controls
  • Streamline regulatory compliance with tools for user deletion and suppression

Privacy Portal features are available to all Segment workspaces, however only workspace owners can access the Privacy Portal. Advanced features are also available to customers who have Protocols enabled.

Privacy Inbox

The Inbox helps you keep track of new restricted data types as they are captured, quickly classify them, and build a data Inventory.

We detect these fields by scanning data from your Web, Mobile, Server, and Cloud Event Sources to detect PII based on our default PII matchers. New properties sent into Segment appear in the Inbox in realtime.

When you view the Inbox for the first time, it displays every property that was sent into Segment from Web, Mobile, Server, and Cloud Event Sources dating back to August 9, 2019. (Cloud Object Sources do not appear in the Inbox at this time.)

You can click a row in the Inbox to learn more about a field and where it was collected. The expanded view shows:

  • which events contain the field
  • which sources are sending the field
  • which matcher (and what type of matcher) detected the field
  • an example code snippet containing a payload that the field appears in

To streamline the classification process, Segment pre-classifies the data in the Privacy Portal Inbox as Red (likely highly restricted data), Yellow (likely moderately restricted data), and Green (likely least restricted data). These colors indicate how restricted the data is for your business. You can also send and block data from flowing based on its color classification and how restricted it is using Privacy Controls.

Segment makes recommendations about how a field should be classified using built-in PII matcher detection, however, you can always update the classification in the Inbox based on your company’s requirements.

You can update the classifications to suit your needs by clicking on the color dropdown menu to change. For example, you might manually change a field that does not contain personal information in your implementation from a “Yellow” classification to “Green.”

When you’re satisfied that the fields have been classified appropriately, you can click Add to Inventory to officially apply the classification to the field. This moves the field into your Data Inventory, which is a central repository of all of the properties you classified as Red, Yellow, and Green. Any time you send this field from a Web, Mobile, Server, or Cloud Event Source — whether from another Source or event type — the Privacy Portal automatically classifies it and adds it to the Inventory.

Keep in mind that if you have any Privacy Controls configured to control how you route Red and Yellow data into or out of Segment, the classifications you create in the Inbox are forwarded on to those Controls. For example, if you have a Privacy Control set up to block Yellow data from Google Analytics, any new fields you classify in the Inbox as Yellow will also be blocked from Google Analytics.

Privacy Inventory

The Inventory is a central repository of all of the properties you classified as Red, Yellow, and Green. Where the Inbox shows new, unclassified data with Segment’s recommended classifications, the Inventory only contains data that you explicitly applied Classifications to.

The Inventory is intended to be a Single Source of Truth so you can answer common regulatory questions about the data you’re sending through Segment, for example:

  • What data am I sending into Segment, and how frequently?
  • How restricted is the data I’ sending through Segment?
  • Where is the data coming from, on a property-by-property level?
  • Where am I sending this data?
  • Who within my organization has access to each property within Segment?

Once you’ve classified the fields as Red, Yellow, and Green in the Inbox, the classified fields appear in the Inventory. You can use the filter at the top left to filter down to specific categories of data (for example, Red data, data from a production environment, data from specific sources).

Click into a field (for example, ip) in the Inventory to open the Inventory details. The details sheet displays how many times a specific field has been sent from each Source it comes from. You can click the Events tab to see which events contained the event, along with the Sources which sent the event. The data in the side sheet updates in realtime, and includes a limited historical view.

You can click Connected Destinations to see which Destinations are connected to the Source that contains the field. The Access tab displays a list of who within your organization has access to this field.

Finally, workspace owners can use the Download CSV button to export a CSV of their data Inventory to share with their Data Protection Officer (DPO), Chief Information Security Officer (CISO), legal teams, and more! Note that the CSV download button includes all data from your Inventory, and ignores any filters you applied in the UI.

Privacy Detection

The Detection page in the Privacy Portal is where you can find out more about exactly how data is being detected and classified in your workspace. You can think of it as the brain behind the entire Privacy Portal, filled with the logic that detects and classifies the data in the first place.

On this page, you can also modify your Detection settings and tell Segment how you want us to match data, so that it is meets your unique business needs.

Default PII Matchers

Out of the box, the Privacy Portal contains matchers for the most common PII fields. These matchers scan data coming from your Sources for PII based on both exact-matching (looking for an exact match, such as a field name) and fuzzy-matching (looking for both exact matches, and any values which are similar).

In this section of Segment’s Privacy Portal, you can see the fields we match against by default. The display lists whether we match on the key (for example the label “CCN”) or value (for example, the payload 123-456-7890) in the Matches On column. You can also see how we classify these matchers by default in the Default Classification column.

When Segment detects data that meets the criteria for one of the default matchers (in the list above) in properties in your Web, Mobile, Server, or Cloud Event Sources, we display it in the Privacy Portal Inbox.

Custom PII Matchers

This is where you can create your very own matchers to tell Segment what to scan for in your workspace. You can use this feature to detect properties that are unique to your company or region, or that aren’t already handled by the default matchers above. You can have up to 100 custom matchers per workspace. Custom Matchers detect data in your Web, Mobile, Server, and Cloud Event Sources, and the data they detect appears in the Inbox.

For example, if you have a restricted data point at your company called “SIN” (for “social insurance number”) you can tell Segment’s Privacy Portal how to treat that property whenever it is appears in data Segment processes.

To create a Custom Matcher:

  1. Click New Matcher.
  2. Enter the Symbol Name (for example the property name, like “Social Insurance Number”). Segment matches against the Symbol Name, as well as the other context you provide in the next steps.
  3. Set the default classification:
    • Red for highly restricted
    • Yellow for moderately restricted
    • Green for least restricted
  4. Choose whether to match on a Key (for example, “SIN”, “Social Insurance Number”, “Social Insurance No.”, “SocInsNo”) or on a Value (for example. “123-456-789”, “1234567”)
  5. Select how precise the match should be, by choosing Exact or Similar match.
    • Exact matches mean that a key matches the term exactly (for example “phone number” but never “phne number”)
    • Similar to matches a Key that is similar to a term within a fuzzy string distance (for example “email” and “e-mail”). We built fuzzy matching using this public GitHub repository. If the score is > 0.7, then we say it’s a match.

Unless the field value pattern is unique, we recommend matching on the Key. For example, for Credit Card Number, it’s better to detect on Keys that look like “CCN” or “Credit Card Number” instead of trying to detect any values that look like “1234567890”, because a 10-digit string can be found in all kinds of data even when it’s not an CCN. For example, the key “Product_ID” could contain a 10-digit string, even though Product_ID does not actually contain an SSN. A North American phone number (without country code) is also ten digits.

An intro to Regular expressions

Custom Matchers use regular expressions (using the Golang Regex Package) to provide you great flexibility for your matching patterns.

Regular expressions (or regexes) are a way to describe to a computer a pattern that we’re looking for, using a series of special symbols. For example, if we want to match all Gmail emails, we’d write the following regex:

This pattern matches, and so on. Regular expressions can also contain special symbols. One of them is \d and it tells the computer to match a single-digit number. In that case, regular expression Number \d would match Number 1, Number 2 and so on. You can match multiple digits by adding a plus sign (+) at the end: Year \d+. This pattern would match Year 2019, Year 2020, etc.

If you need to match a specific word, you can type the word without any modifiers. For example, a regular expression of Apple would only match strings that contain Apple. You can also change it to match all Apple or Orange words, by separating the search terms with a “pipe” character, like so: Apple|Orange.

Regular expressions have much more flexibility than we can describe here. Check out the following resources to learn more about regular expressions so you can build new custom matchers:

  • RegExr - an online tool to experiment with regular expressions and test them
  • RegexOne - a tutorial which takes you from regular expression basics to advanced topics
  • Regexp Cheatsheet - a handy cheatsheet to have nearby when you’re writing regular expressions

Privacy Controls

The Privacy Portal gives you control over whether specific data is allowed to enter Segment (Standard Controls), or be sent to specific Destinations at all (Advanced Controls).

Note: All Privacy Controls are in Public Beta, meaning their use is governed by (1) Segment First Access and Beta Terms and Conditions and (2) Segment Acceptable Use Policy).

Standard Controls

Standard controls are available to all customers, across all plan types. With these standard controls, you can block data at the source level, which means data from those sources never enters Segment once blocked. Source-level Privacy Controls do not support blocking to device-mode destinations.

For example, if you want to prevent certain types of PII (like Credit Card Number) from ever being ingested by Segment, you can block it using standard controls by classifying those fields as “Red” in your Inbox or Data Inventory, and then blocking them in your standard controls settings. Blocking fields blocks the properties from entering Segment, but does not block the rest of the event data from flowing through. Remember that any data you classify as “Red” is blocked if you enable these controls.

If you block Segment data at the source level using these controls, the data does not enter Segment and we can not Replay it. Additionally, if you have Privacy Controls configured to change how you route Red and Yellow data into or out of Segment, the standard controls respect the rules set by those Controls. For example, if you have a Privacy Control set up to block Red data at the Source-level, any new fields you classify in the Inbox as Red will also be blocked from that Source.

Advanced Controls

Advanced controls are in public beta, but are available to all customers who have the Protocols add-on as part of their Segment Plan. As of today, advanced controls are available upon request through the in-app Advanced Privacy Controls card.

Advanced controls allow you to block, allow, or hash data on a granular Source and Destination level. By submitting a request in the app, Segment will configure Controls for you. Advanced Controls works on both Server-Side Sources, as well as Server-Side and Cloud-mode Destinations. Blocking events at the Source simply blocks the properties from entering Segment, but does not block the rest of the event from flowing through. Blocking events at the Destination simply blocks the properties from being sent to the Destination, but it does not block the rest of the event from being forwarded to destinations.

Hashing is available upon request, and at this time is only compatible with cloud-mode destinations, and device-mode destinations sent from Analytics.js. Warehouses and S3 are not currently supported by Privacy Controls. Our default hashing algorithm is sha256, and others may be available upon request through the in-app form link.

Note that if you block Segment data at the Source, this is irreversible and we can not Replay it for you. Additionally, note that if you have any Privacy Controls configured for how to route your Red and Yellow data into or out of Segment, the classifications you create in the Inbox will respect by those Controls. For example, if you have a Privacy Control set up to block Yellow data from Google Analytics, any new fields you classify in the Inbox as Yellow will also be blocked from Google Analytics.

Privacy Alerts

Alerts notify you when a new, unclassified data type appears in your Privacy Portal inbox. You can set up Slack alerts or a generic Source to pipe alerts to other tools you might prefer for events and notifications. We recommend setting up alerts to help you ensure your Inventory is always up to date.

To set up a Slack Alert:

  1. From the Privacy Portal screen, click the Settings tab, and if necessary click Alerts.
  2. On the Slack Alerting settings, set the toggle to Enabled.
  3. Enter the Slack webhook by following the in-app hyperlink.
  4. Enter the name of the #slack-channel to be send alerts to.
  5. Click Save.

you’re all set!

To send alerts to a Segment Source:

  1. From the Privacy Portal screen, click the Settings tab, and if necessary click Alerts.
  2. On the Segment Source settings, set the toggle to Enabled.
  3. From the dropdown menu in the settings, select an existing Segment Source, or click the link to create a new Source. We recommend that you use the HTTP Source so you can easily send the data to wherever you prefer to consume alerts.
  4. Click Save.

you’re all set!


Why aren’t fields from my Cloud Object Sources (such as Salesforce and Zendesk) showing up in the Privacy Portal Inbox and Inventory?

We do not currently support Cloud Object Sources in the Privacy Portal, but it’s on our roadmap. Stay tuned for new features in the future.

Why is Segment suggesting my fields should be classified as Yellow or Red?

You can see a full list of the fields we exact-match and fuzzy-match against by default. These classifications are our best-guess suggestions, and you can easily change them by following the instructions to change a recommended classification.

Who can access the Privacy Portal?

Only Workspace Owners can access the portal.

Which Segment plan types get access to the Privacy Portal?

All Segment plans have access to the Privacy Portal, because we believe data privacy should be a right, not an add-on. However, advanced customizable controls that can up-level your privacy posture are available for Business Plan customers who also have Protocols.

What can Advanced Controls do that standard controls can’t?

While Standard controls allow you to block Red data on the Source-level for any of your Sources, Advanced controls give you the ability to block or hash data on both the Source and the Destination-level.

If I block data at the Source level, can I reverse it or get that data back using Segment’s Data Replay feature?

If you use Privacy Controls to block data at the Source level, the data never enters Segment, and we cannot Replay that data for you. We recommend caution when blocking data at the Source level.

The Privacy Portal classified my property as Yellow, but it’s required for some of my destinations to function. What should I do?

Segment classifications are simply recommendations. If an integration you rely on requires a field that we recommend be classified as Yellow, you can override the recommended setting to send that field downstream.

This page was last modified: 19 Feb 2020

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