Prospect Segment & Category Attributes — digital-footprint profiles
A digital-footprint profile of every business segment (and category) in the prospect universe: how many are listed vs NOF, how many have a Google place_id / website / were crawled, what tech and CMS they run, how deep their sites are, and how many sit on a dead domain. This is the raw material for product targeting (e.g. which segments are greenfield for BizSite, which already run ecommerce) and for segment-level opportunity sizing.
Built by scripts/crawl-tail/build-segment-attributes.cjs (segment grain) and build-category-attributes.cjs (segment × category grain). Keyed on the canonical b_segment (17-segment scheme) resolved via gp_category_segment + the CATEGORY_MAPPING Google→GP bridge. Snapshot: 2026-06-01, in-universe rows only. Related: Prospect Enrichment & Opportunity Index, Prospect DB — Composition.
Segment profiles (17 segments, in-universe)
place_id% / website% / crawled% are of the segment's universe. ecom / analytics are listing counts with that signal detected. dead = domains confirmed NXDOMAIN.
| Segment | Universe | NOF | place_id% | website% | crawled% | Main CMS | ecom | analytics | dead |
|---|---|---|---|---|---|---|---|---|---|
| Home Services | 35,830 | 4,300 | 38.1% | 40.0% | 32.4% | WordPress | 2,271 | 7,877 | 800 |
| Retail | 33,052 | 3,089 | 50.9% | 46.7% | 29.9% | WordPress | 4,205 | 6,895 | 541 |
| B2B | 29,770 | 3,589 | 47.4% | 53.6% | 43.5% | WordPress | 3,322 | 8,899 | 683 |
| Other | 21,382 | 5,187 | 55.1% | 53.8% | 42.2% | WordPress | 2,532 | 6,326 | 430 |
| Health & Wellbeing | 17,983 | 3,154 | 51.8% | 52.5% | 36.3% | WordPress | 1,677 | 4,593 | 360 |
| Eat, Drink, Takeout | 12,226 | 2,598 | 66.9% | 44.0% | 27.8% | WordPress | 949 | 2,120 | 113 |
| Finance, Property & Legal | 11,287 | 917 | 57.0% | 57.6% | 39.7% | WordPress | 554 | 3,089 | 114 |
| Vehicle | 10,697 | 1,781 | 54.4% | 52.4% | 32.4% | WordPress | 590 | 2,465 | 183 |
| Travel | 7,155 | 1,083 | 56.9% | 49.9% | 37.4% | WordPress | 374 | 1,691 | 91 |
| Personal Care | 7,145 | 1,147 | 63.1% | 40.6% | 24.9% | WordPress | 569 | 1,177 | 125 |
| Leisure | 5,613 | 1,180 | 59.6% | 57.4% | 41.7% | WordPress | 582 | 1,582 | 63 |
| Gov | 4,458 | 81 | 32.5% | 79.1% | 49.5% | Drupal | 473 | 1,776 | 5 |
| Learning | 4,410 | 771 | 65.7% | 62.4% | 42.0% | WordPress | 432 | 1,316 | 57 |
| Agri | 2,804 | 336 | 41.0% | 30.6% | 22.8% | WordPress | 240 | 444 | 26 |
| Personal Development | 2,658 | 248 | 37.8% | 63.6% | 25.1% | WordPress | 214 | 509 | 26 |
| Uncategorised | 1,904 | 192 | 23.5% | 90.1% | 80.6% | WordPress | 158 | 680 | 216 |
| Communication | 929 | 96 | 46.8% | 51.6% | 34.3% | WordPress | 96 | 166 | 34 |
| Insurance Agents, Brokers & Consultants | 891 | 78 | 57.4% | 66.8% | 51.9% | WordPress | 53 | 307 | 5 |
Reading the profiles:
- WordPress dominates every segment except Gov (Drupal). CMS mix (
cms_*columns in the CSV) is a build/rebuild-fit signal — DIY-builder share (Wix/Squarespace) vs custom. - Low website% + low crawled% = greenfield (Personal Care 40.6%/24.9%, Agri 30.6%/22.8%, Home Services 40.0%/32.4%) — the no-website pool for entry-level web products.
- High ecommerce = storefront segments (Retail 4,205, B2B 3,322, Home Services 2,271) — where a one-page site is not sufficient.
analytics/with_g_ads/ pixel columns flag already-marketing-active businesses (warmer for paid services).
Column dictionary (full CSV)
The CSVs carry ~45 columns per row. Beyond the summary above:
- Counts:
listed,nof,universe,with_place_id,place_id_synthetic(LST:stubs),with_website,crawled. - Tech signals:
with_booking,with_ecommerce,with_analytics,with_g_ads,with_meta_pixel,with_tiktok_pixel,with_schema. - CMS distribution:
cms_wordpress/cms_wix/cms_shopify/cms_squarespace/cms_drupal/cms_webflow/cms_joomla/cms_duda/cms_mono/cms_other/cms_none, plus the derivedmain_cms. - Site depth (page-count buckets):
pages_0_index_unwalked,pages_0_empty,pages_0_other,pages_1,pages_2_5,pages_6_10,pages_10plus, pluspages_no_website,pages_site_uncrawled,pages_crawled_no_countandpages_known_pct_of_sites. - Dead-domain:
dead_nxdomain,dead_on_gp,dead_on_gmb,active_client_dead(a paying client on a dead domain — escalate).
Category grain
build-category-attributes.cjs produces the same columns at (segment × category) grain — 4,446 rows, one per primary_category — ordered by universe. It aggregates into a BigQuery table then paginates out past the 500-row API cap. Use it to drill a segment into its categories (e.g. Eat, Drink, Takeout → Restaurants 4,030 / Public Houses 3,881), which is the grain product targeting actually works at — see the BizSite category-prioritisation analysis. Full data: segment_category_attributes.csv / the category-attributes BQ table.
Regenerate both with the build scripts; counts drift as the crawl/enrichment refreshes.
FCR Dashboard documentation · generated from docs/ · keep counts verified, not guessed.