1. A system for customizing visitor profile data processing criteria associated with visits to a content site, the system comprising: a hardware processor configured to: electronically generate a visitor profile configuration user interface for presentation to a configuration user associated with a content site, the visitor profile configuration user interface comprising functionality for defining visitor templates for profiling visitors of the content site with custom attributes, the visitors including users of the content site other than the configuration user, the custom attributes having attribute values that denote traits of interactions by the visitors with the content site and that are assignable according to one or more of custom visitor configuration rules; receive a custom visitor template defined with the visitor profile configuration user interface, the custom visitor template defining a designated custom attribute and a designated custom visitor configuration rule, the designated custom attribute being assignable to individual visitors and having an attribute value that denotes a trait of the interactions by individual visitors with the content site and that is assigned according to the designated custom visitor configuration rule, the designated custom visitor configuration rule defining conditional logic to be applied to data indicative of the interactions by individual visitors with the content site; receive visitor data associated with the visitors of the content site, the visitor data obtained from a data collection tag embedded within code of one or more content pages of the content site, the data collection tag configured to identify the interactions of the visitors with the content site and report the interactions as at least part of the visitor data to the hardware processor; transform the visitor data by at least assigning one or more of the custom attributes including the designated custom attribute to at least some of the visitors such that the attribute value of the designated custom attribute assigned to individual visitors is assigned according to application of the designated custom visitor configuration rule to the visitor data; and electronically generate a visitor reporting user interface configured to provide a visitor segment report to the configuration user instead of to the visitors, the visitor segment report being filterable by a user selection associated with the designated custom attribute to (i) display first interaction data determined from the visitor data for the visitors assigned the attribute value matching a first value and (ii) hide from display second interaction data determined from the visitor data for the visitors assigned the attribute value matching a second value different from the first value; and a memory device in communication with the hardware processor, the memory device being configured to store the custom visitor template.