diff --git a/services/web/app/src/Features/Analytics/AnalyticsManager.js b/services/web/app/src/Features/Analytics/AnalyticsManager.js
index 776a15db6f..cc3a6741f4 100644
--- a/services/web/app/src/Features/Analytics/AnalyticsManager.js
+++ b/services/web/app/src/Features/Analytics/AnalyticsManager.js
@@ -275,25 +275,16 @@ function _isAttributeValueValid(attributeValue) {
   return _isAttributeValid(attributeValue) || attributeValue instanceof Date
 }
 
-function _isSegmentationValueValid(attributeValue) {
-  // spaces and %-escaped values are allowed for segmentation values
-  return !attributeValue || /^[a-zA-Z0-9-_.:;,/ %]+$/.test(attributeValue)
-}
-
 function _isSegmentationValid(segmentation) {
-  if (!segmentation) {
-    return true
+  if (segmentation) {
+    for (const key of Object.keys(segmentation)) {
+      if (!_isAttributeValid(key)) {
+        return false
+      }
+    }
   }
 
-  const hasAnyInvalidKey = [...Object.keys(segmentation)].some(
-    key => !_isAttributeValid(key)
-  )
-
-  const hasAnyInvalidValue = [...Object.values(segmentation)].some(
-    value => !_isSegmentationValueValid(value)
-  )
-
-  return !hasAnyInvalidKey && !hasAnyInvalidValue
+  return true
 }
 
 function getIdsFromSession(session) {
diff --git a/services/web/test/unit/src/Analytics/AnalyticsManagerTests.js b/services/web/test/unit/src/Analytics/AnalyticsManagerTests.js
index 0eb9468e1a..c21486dad2 100644
--- a/services/web/test/unit/src/Analytics/AnalyticsManagerTests.js
+++ b/services/web/test/unit/src/Analytics/AnalyticsManagerTests.js
@@ -112,7 +112,7 @@ describe('AnalyticsManager', function () {
         this.fakeUserId,
         '789ghi',
         'fr',
-        { key: '<alert>' }
+        { '<alert>': 'foo' }
       )
       sinon.assert.called(this.logger.info)
       sinon.assert.notCalled(this.analyticsEditingSessionQueue.add)
@@ -131,7 +131,7 @@ describe('AnalyticsManager', function () {
       await this.AnalyticsManager.recordEventForUser(
         this.fakeUserId,
         'an_event',
-        { not_a: 'Valid Segmentation!' }
+        { 'not_a!': 'Valid Segmentation' }
       )
       sinon.assert.called(this.logger.info)
       sinon.assert.notCalled(this.analyticsEventsQueue.add)