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: output 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 badges, the visitors including users of the content site other than the configuration user; receive a custom visitor template defined with the visitor profile configuration user interface, the custom visitor template defining a selected custom badge assignable to those of the visitors who satisfy a plurality of characteristics related to visiting the content site, the plurality of characteristics relating to interactions of the visitors with the content site over a plurality of visits to 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 identified interactions as at least part of the visitor data to the hardware processor; match the received visitor data to the custom visitor template to assign the selected custom badge to a subset of the visitors; 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 comprising badge filters that are user-selectable to filter the visitor segment report based on the custom badges previously assigned to the visitors, including the subset of the visitors previously assigned the selected custom badge.