You'll see two types of report segmentation facilities: Smart and Advanced. From this, you can select a segment you want to see the report of, or create your own custom segment in the Advanced tab. Learn more about the different ways to segment your test audience using smart and advanced segmentation options. 

You will be able to see the Heatmap, Scrollmap, and Attention Map for any and every audience segment you create using the smart and advanced filters. The reports give a consolidated data when no segments are applied. Segment Heatmap reports for analyzing the engagement pattern of various audience segments.

For instance, a returning visitor who is familiar with your website might not scroll till the last fold, whereas, a new one might. In a different case, you might observe the amount of engagement with a particular website element varies depending on the audience type.