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Important
Some of the functionality described in this release plan has not been released. Delivery timelines may change and projected functionality may not be released (see Microsoft policy). Learn more: What's new and planned
| Enabled for | Public preview | General availability |
|---|---|---|
| Admins, makers, marketers, or analysts, automatically | 
Jun 13, 2025 |
Oct 2025 |
Business value
You can improve the quality of your unified customer profiles and insights by filtering out unwanted rows from your source data directly in Customer Insights - Data. When you remove old or incomplete rows that don't provide value, Customer Insights - Data creates higher quality insights more quickly. You don't need to filter out unwanted data in downstream processes.
Feature details
A common challenge when working with customer source data is dealing with old and obsolete source data that you ingest with the data you want. But preprocessing your source data takes extra time and effort.
With Customer Insights - Data, you can apply row filters directly to any source table you ingest. This filter feature reduces the data scope to just what you need. You apply filters one time on the Tables page. The Tables page displays source tables on their own tab. This tab separates source tables from the output tables that Customer Insights creates. Select the row filter link next to any table to set the filters you want.
To optimize processing speed, Spark filters data during processing for unification, segments, measures, activities, and models. When you download data from the Tables page, you get the full dataset without filters.
This feature offers key benefits:
- Faster processing: By removing unwanted rows, the system skips unnecessary data and cuts down processing time.
- Better output data: When you remove unnecessary data from the output, you make it easier for consumers to use the data without needing to exclude unwanted data.
Preview limitation
The condition Is any of {list of values} works only for string data.
Geographic areas
Visit the Explore Feature Geography report for Microsoft Azure areas where this feature is planned or available.
Language availability
Visit the Explore Feature Language report for information on this feature's availability.