This article covers:
Why segment counts in StellarAlgo don't match ESP delivered counts
The most common reasons for the discrepancy
How to use Marketable State filters to get more predictable counts
Step-by-step: building a segment that filters for marketable fans
TL;DR
StellarAlgo's segment count and your ESP's delivered count are produced by two independent systems with their own consent rules. They will not match exactly, and that's expected. To narrow the gap, apply a Marketable State filter when building your segment so that only fans with known consent are included before the push reaches your ESP.
The Two Gates
When you push a segment from StellarAlgo to your ESP (like Salesforce Marketing Cloud, Braze, Eloqua, or HubSpot), the data passes through two independent checkpoints:
Gate 1 - StellarAlgo Segment Count. This is the number of fans who match the filters you set in Segment Builder. If you didn't include a Marketable State filter, this count includes everyone who matches your criteria, including fans who may be unsubscribed or have no consent data.
Gate 2 - ESP Delivered Count. This is the number of fans your ESP accepted and delivered to. Your ESP applies its own subscription and compliance rules. Fans who are unsubscribed, bounced, or non-compliant in the ESP will be silently excluded, even though StellarAlgo successfully pushed their records.
The difference between Gate 1 and Gate 2 is the ‘consent gap’. It's the number of fans who are in your StellarAlgo segment but aren't eligible for delivery according to your ESP.
Common Reasons for the Gap
1. No Marketable State filter in your segment
If you build a segment based only on purchase history, demographics, or engagement without adding a Marketable State filter, the segment will include fans regardless of their consent status. When your ESP receives these contacts, it will reject the ones who haven't subscribed.
2. Consent status is different between StellarAlgo and your ESP
StellarAlgo's Marketable State is calculated from the data sources available to it (ESP subscription feeds, customer files, ticketing). If there's a delay in syncing subscription data, or if a fan unsubscribed directly in the ESP after the last data sync, the two systems may temporarily disagree.
3. Contacts uploaded without ESP subscription status
If fans were added to StellarAlgo from a source that doesn't include subscription data (e.g., a ticket buyer list or a CRM export), StellarAlgo may not have their ESP subscription status. These fans could show as ‘Do Not Contact’ in StellarAlgo or, if pushed, may be rejected by the ESP.
4. ESP-specific compliance rules
Each ESP has its own compliance logic: email group subscriptions in Eloqua, subscription status in Salesforce Marketing Cloud, suppression lists in Braze, and so on. Even if StellarAlgo considers a fan marketable, the ESP may have additional rules that further filter the audience.
How to Reduce the Gap
You won't eliminate the gap entirely. The two systems operate independently by design. But you can significantly reduce it by filtering for marketability before you push.
Build Segments with a Marketable State Filter
Open Segment Builder and set up your audience criteria as usual (purchase history, demographics, engagement, etc.).
Add a Compliance filter: go to Customer → Compliance → Marketable State.
Select ‘Express Consent’ (and ‘Implicit Consent’ if you're a Canadian property and want to include fans with implied consent under CASL).
If you operate multiple properties and want to filter by a specific property's consent status, use Customer → Property → Email Marketable State instead.
Review the updated segment count. This filtered count will be much closer to what your ESP ultimately delivers.
Tip: Make it a habit to include a Marketable State filter in every segment you plan to push to an ESP. This gives you a more realistic count before the push and avoids surprises when you compare with your ESP's delivery numbers.
For SMS Campaigns
If you're pushing a segment for SMS delivery, use the SMS Opt In filter instead of (or in addition to) Marketable State. Go to Customer → Property, select your property, and filter by SMS Opt In = Yes.
What the Gap Does Not Mean
A gap between your segment count and your ESP's delivered count does not mean that something is broken. It means the two systems have different consent data, different compliance rules, or that your segment included fans without consent status. This is normal, expected behavior.
If the gap is significantly larger than expected (for example, your ESP delivers to less than half your segment), it may indicate that your marketability data sources aren't fully configured. Contact your StellarAlgo Customer Success Manager to review your setup.
Quick Reference: Consent Filters in Segment Builder
Data Source | How Marketable State Is Determined | Possible Values |
Email Consent (Overall) | Customer → Compliance → Marketable State | Express Consent, Implicit Consent, Not Marketable, Do Not Contact |
Email Consent (Per-Property) | Customer → Property → Email Marketable State | Subscribed, Unsubscribed, Bounced (varies by ESP) |
SMS Consent | Customer → Property → SMS Opt In | Yes, No |
Valid Email Check | Customer → Compliance → Has Valid Email | Yes, No |
Still Have Questions?
If you're seeing unexpectedly large discrepancies, or if you're unsure whether your marketability data is properly configured, reach out to your StellarAlgo Customer Success Manager. They can review your data sources and help you get the most accurate segment counts possible.