Once you have created at least one user segment through the Users Page, you can show any of your onboarding materials to specific audiences or exclude some segments from the audience settings.

Whether you're configuring a Guide, Hotspot, Checklist, etc., you will notice a section called Audience Segmentation. There, you'll choose the Custom Segment option and the segment you've created.
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In the example below, we have decided to show the content only to our trial users.

And in this example, we want to exclude the Admin users segment so they do not display this material.

Note: You can add multiple segments and combine them with AND/OR to customize your segmentation even more.