How To Use The New Google Analytics Advanced Segments? (TOP 5 Tips)

To create a segment:

  1. Sign in to your Analytics account.
  2. Open the View whose data you want to analyze.
  3. Open Reports.
  4. Click + Add Segment
  5. Click + NEW SEGMENT
  6. Enter a name for the segment.
  7. Use the options in the different categories to configure the filters you want for your segment.

How do I use advanced segments in Google Analytics?

To access Advanced Segments in the new Google Analytics, you’ll need to click on the dropdown arrow next to the default All Visits view.

  1. This will toggle the Advanced Segments screen.
  2. The default view will show you all of your advanced and custom segments.

What are the two types of segments you can have in Google Analytics?

Segment types

  • Subsets of users: for example, users who have previously purchased; users who added items to their shopping carts, but didn’t complete a purchase.
  • Subsets of sessions: for example, all sessions originating from Campaign A; all sessions during which a purchase occurred.

What is advanced segment?

Advanced Segments is a new feature that allows you to filter reporting data similar to using GA Advanced Segmentation. The feature is accessible on the Urchin Reporting UI from the toolbar. Note: Advanced Segments are applicable for the reports where the Analytic Options/Cross Segment Performance option is available.

How do you segment a new user?

The customer segmentation process consists of four steps:

  1. Track user engagement. To segment customers, companies need a way to track product usage for each user.
  2. Identify segments based on business priorities.
  3. Use analytics to generate reports.
  4. Make changes based on segments.

Should I use Google Analytics 4?

The short answer is Yes, you should upgrade to Google Analytics 4, also called GA4. It simply means that you will have a new Google Analytics 4 property that you can collect data in. Having both Universal Analytics and Google Analytics 4 properties means that you can collect data in both the properties.

What can’t segments allow you to do?

Answer: Create subsets of sessions or users. Permanently alter data. Isolate and analyze data.

How do you segment audiences in Google Analytics?

Create audiences from segments

  1. Sign in to your Analytics account.
  2. Open the view that includes the segment you want to use.
  3. Open Reports.
  4. Click + Add Segment
  5. Find the segment you want as the basis for your audience (in this example, Sessions with Transactions).
  6. Click Actions > Build Audience

How do I compare segments in Google Analytics?

One more thing we can do is to blend the data together to compare the two segments. To do this, create two new time series charts with the correct segments applied. Then select both, right click and choose ‘Blend data’. We then have our two segments as separate metrics in a time series line chart.

How do I edit segments in Google Analytics?

To edit a segment:

  1. Open the segments list.
  2. Locate the segment you want to edit, then click Actions > Edit
  3. You can rename the segment, and you can modify the existing filters and add new ones if you like.
  4. When you have the segment configured as you want, click Save.

What are the four bases of segmentation?

Demographic, psychographic, behavioral and geographic segmentation are considered the four main types of market segmentation, but there are also many other strategies you can use, including numerous variations on the four main types.

What are segments in Google Analytics?

In Google Analytics, a segment is a subset of your data. For example, of your entire set of users, one segment might be users from a particular country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site.

What is the difference between segment and filter in Google Analytics?

Segments in Google Analytics reports are used to analyse a subset of data, for example, to view traffic from a specific browser or specific device. Filters change the data permanently, that means once you apply a filter in any reporting view then data is affected permanently.

What is segmentation in Web Analytics?

Segmentation is the process that segregates the data to find the actionable items. For example, you can categorize your entire website traffic data as one segment for a “Country,” and one for a specific City.

Guide to Using Advanced Segments in Google Analytics

In order to identify methods to increase conversion on E-commerce projects, I always begin with a structured analysis of the current effectiveness of customer journeys for different segments, which I conduct using Google Analytics to help identify potential improvements to site page templates to be tested. As previously said, segments are useful because they allow you to isolate and analyze different traffic sources. For example, in the screengrab below, we have picked organic traffic in order to just investigate how these visitors behave, such as which landing pages they arrive on.

It is essential to go beyond the headline conversion rate and reviewconversion rates by referrer in order to be successful with this method.

With the help of this compilation from Monetate, you can get a sense of the difference in E-commerce conversion rates across different channels.

Many of these are basic categories that are already accessible in Google Analytics, but you may also create custom segments if you want to be specific.

Individual Member content – 7 Steps to Using Google Analytics to Improve Online Marketing – is available for download.

You may get the Google Analytics strategy guide by clicking here.

What is a Google Analytics Segment?

Segments in Google Analytics are similar to traditional customer segments in marketing in that they group visitors who have similar characteristics together. There are several characteristics of visitors that are automatically collected by Google Analytics, ranging from information about their browsers and screen sizes to information about the sites from which they came and the sorts of pages they saw.

My ten recommended segments for Google Analytics

Using Google Analytics, I recommend using the following 10 segments, which are listed in general order of importance to marketers:

  • 1. Segmentation by referrer / traffic source
  • 2. Segmentation by visitor type
  • 3. Segmentation by location / geography
  • 4. Segmentation by content viewed
  • 5. Segmentation by landing page type
  • 6. Segmentation by action taken
  • 7. Segmentation by value
  • 8. Segmentation by demographics
  • 9. Segmentation by engagement
  • 10. Segmentation by technology platform
  • 1.

I’ve gone into further depth on each of these at the end of this essay.

Using segments in Google Analytics

I’ve gone into further depth on each of these at the end of this post.

How do I set up segments in Google Analytics?

Google Analytics gives excellent information on consumer groups; but, it necessitates a different approach to segmentation, and you must know where to search for it to be effective. In the reporting section, check for the Advanced Segments button in the upper left corner, which brings up the Advanced Segment selection box, which can be found in the upper left corner of this article.

Why isn’t analytics segmentation used more often?

The most successful marketers invest time and resources in learning about their consumers’ behaviors, qualities, and demands. As a result, Google Analytics might appear to be a challenging tool to use at first sight because there isn’t a clear report on consumers. The only thing we have to go on is the visitors’ report, which is nameless and homogeneous in its presentation. You may wonder where the information about the various portions may be found. Given that many marketers are either unaware of, or aren’t using segments for site analysis to their full potential, I thought I’d share it with you here as I do with people in my training classes (and I counted myself in this category until a few years ago until I did this interview onweb segmentationwith web analytics with fellow web analyst Hugh Gage).

If you’re using Google Analytics and aren’t utilizing Segments, you might as well stop using Google Analytics altogether, other than for trend reporting and reporting.

As a result of our analytics training, which includes our Google Analytics strategy guide, we expect to “turn the tables.” When I describe the concept and demonstrate all of the choices for real-time segments, which have been available for a couple of years, there is usually a “light-bulb” moment in the audience.

I’ve divided the segments into ten groups and labeled them as standard segments or bespoke segments according to their use.

My checklistof 10 Key types of segments to use to analysis in Google Analytics Reports

Most of these segments are better thought of as behavioural segments rather than demographic segments, although, as we’ll see, we can access demographic segments as well as behavioral segments. The challenge, though, is determining which pieces are the most significant. If you’re new to segments, we recommend that you think about them in the following way:

1.Segmentation by Referrer / Traffic source(offsite customer behaviour)

You can examine how different visitor categories differ in their trips across the site and the value they create, for example, if you have campaign monitoring configured.

  • Email campaigns and e-newsletters
  • Social networking sites (including a tailored portion of all social media sites on a single website, such as Facebook)
  • Affiliates
  • Display
  • Direct traffic
  • Search engine marketing
  • And Video marketing.

It’s vital to break out search since it has the potential to be such a significant value provider for most websites further:

  • The most important sources of traffic are paid search (standard section “Paid Search Traffic”), natural search (standard segment “Non-paid Search Traffic”), and Google SEO (I occasionally create a part for “Google SEO traffic” because it is what matters the most)
  • Paid and natural brand and non-brand keyphrases (requires a custom segment that includes or excludes keywords that contain variations of the brand)
  • Significant high volume phrases or terms that include a major keyword
  • Significant high volume phrases or terms that include a significant keyword

2.Segmentation by Visitor Type(customer engagement with brand)

The following are examples of frequent visitor kinds that can be segmented:

  • Visitors that are new to the site versus recurring visitors Non-registered visitors versus registered visitors (this necessitates the usage of custom variables)
  • Contrast between non-customers and customers (requirement for the use of custom variables)
  • A technological platform, such as an iPhone or the Safari web browser (see below)

3.Segmentation by Location / Geography(Visitor characteristic)

Creating a customized report is frequently a more effective method of displaying this information.

4.Segmentation by Content Viewed(on-site customer behaviour)

Visitors who have viewed a specific page type may be more inclined to purchase, or you may learn more about them by looking at similar pages they visit:

  • Page with the most important landing page
  • Product page
  • Checkout completed Folders for large-scale organizational needs

5.Segmentation by Landing Page Type(a combination of off-site and on-site customer behaviour)

In Google Analytics, landing pages are sometimes referred to as “entry pages” or “entrance pages.” If you have a large number of visitors that arrive via landing pages, you may observe how they interact with the site.

6.Segmentation by action taken

It demonstrates which consumers have accomplished conversion goals and purchased items as demonstrated by the e-commerce platform (on-site customer behaviour). This is comparable to segmentation based on the material read in that it draws attention to certain behaviors.

7.Segmentation by value.

This is a more traditional segmentation strategy that has been used by email and direct marketers for years, but anybody can see the value in identifying the source and customer journeys of your most important customers and using it. To achieve this, you must first set up Google Analytics to track value (see steps X and Y) for conversion objectives and E-commerce (as described in the previous section). After that, you’ll construct a custom segment that shows visitors when the value is more than a specified threshold.

8.Segmentation by demographics.

Another segmentation method that marketers are likely to be acquainted with, but I’ve saved it till the very end since it’s difficult to set up. Customer information regarding their attributes, such as: age, gender, and marital status, must be recorded using custom variables.

  • For business-to-consumer transactions, age, gender, and marital status are required. Businesses of a certain size, industry, or human job type engage in business-to-user transactions.

You will only be able to do this if you have configured Google Analytics to set custom variables in the Google cookie when a visitor performs an action such as completing a form with profile information or performing an action similar to segment type 6, browsing a category, performing a search, or purchasing a product, among others (see steps X and Y). It is important to note that you are not permitted to include the email address or any other unique customer identifier that contains personally identifiable information in this cookie; otherwise, you will be in violation of the Google Analytics terms of service.

9.Segmentation by Engagement,

In the case of the site, for example, several degrees of customer interaction with it include: This enables you to filter out portions that are more or less advanced. These may be produced as custom segments, or they can be derived from objectives in the Engagement segments and then built as custom segments.

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10.Segmentation by Technology platform(visitor device characteristics)

  • Type and version of the browser
  • Screen resolution
  • Availability of mobile platforms (for example, iPhone, Blackberry, and Android devices)

Thus concludes this section, which demonstrates that there is no dearth of choices for segmentation. The most significant ones will differ depending on your company, but we’ve arranged them in a general order of significance and simplicity of implementation.

As you can see, I’m the sort of person that wants to cover all the bases. However, you’ll never be able to accomplish this without learning from others, so please let me know if you have any additional favorite bits that might help me obtain more value from a website.

How to use Advanced Segments in Google Analytics

A segment’s performance may be compared to other segments in Google Analytics as part of the first approach of using segments. When you apply a segment in Google Analytics, an additional row is added to your report, allowing you to compare the performance of that section to the performance of the entire site and other segments. Once you’ve finished applying the section, you’re done! Afterwards, you may look at metrics like as volume, engagement levels, and value created, and compare them to those of other segments or the overall site average to figure out why some segments are performing better than others.

For example, first-time visitors tend to spend a disproportionate amount of time on the “About Us” page; whether we aren’t doing a good enough job of conveying our value proposition on the page, or perhaps we might concentrate on enhancing the “About Us” to better demonstrate our attraction.

Using this method, you may isolate a small section of new visitors or returning visitors in order to better study their behavior.

This information is only available for returning visitors who return directly.

About segments – Analytics Help

Take a portion of your data and analyze it in depth. In this post, we will discuss:


A segment is a subset of the data in your Analytics account. Consider the following scenario: out of your complete collection of users, one group may be users from a specific nation or city. Users who purchase a certain line of items or who visit a specific section of your website may be included in another segment as well. Segments allow you to isolate and analyze certain chunks of data, allowing you to better understand and respond to the component patterns in your company. Consider the following scenario: if you discover that people from a specific geographic region are no longer purchasing a particular line of items in the same volume as they previously did, you may investigate whether a competitor firm is selling the same sorts of products at a cheaper price.

You may also utilize segments to create audiences based on certain characteristics.

For example, you may build a segment of people who frequent your menswear sites, and then target just those users (your audience) with a remarketing campaign that is focused on the new goods that you are introducing to those pages in order to increase your sales. More information may be found here.

Segment types

A segment is made up of one or more non-destructive filters that are applied to a video (filters that do not alter the underlying data). Filters separate users, sessions, and hits into groupings according to certain characteristics.

  • Users can be divided into subsets, such as those who have already purchased
  • Those who have added products to their shopping carts but have not completed a transaction
  • And so on. Session subsets include, for example, all sessions originating from Campaign A
  • All sessions during which a purchase was made
  • And any other subsets of sessions. Hits can be broken down into subsets, for example, all hits with a revenue of more than $10.

It is possible to combine filters for users with filters for sessions and hits in the same section. When viewed through the lens of Analytics, the following parts correspond to the Analytics data hierarchy:

  • Users are those who engage with your property (for example, your website or mobile application). Sessions are a collection of interactions by a single user that are grouped together. “Hits” refer to any interactions that take place during the course of a session. Interactions like as pageviews, events, and transactions are included in hits.

The following illustration illustrates how a single user may have several sessions, and how each session can have multiple hits:

session session session
hit hit hit hit hit hit hit hit hit

Using segments

When you apply a segment and then travel through your reports, the segment remains active until you decide to remove it from the report altogether. You may apply up to four segments at a time, and you can compare the distinct data in your reports side by side as needed. In addition to using segments to analyze data, you can use them to create audiences by combining multiple segments. Analytical data is divided into predefined segments (System Segments), which you may use as-is or copy and alter to build new customized segments based on your requirements.

Also included is the ability to import segments from the Analytics Solutions Gallery, which is a free marketplace where Analytics users may exchange segments and other solutions that they have produced.

Segment definition and scope

In your Analytics reports, you create segments based on the dimensions and metrics that are displayed; for example:

  • User Typeexactly matches”Returning User”
  • Country/Territoryexactly matches”United States”
  • Ecommerce Conversion Rateexactly matches”0.2 percent”

Additionally, in addition to specifying the dimensions and metrics for individual filters within a segment, you may specify the scope of the data that is included in the filtering process. There are three types of scopes that you can employ:

  • In this context, “hit” refers to behavior limited to a single activity, such as browsing the web or beginning a film. Behavior that occurs inside a single session
  • For example, the goals that users achieve during a session or the amount of income that users produce during a session. Utilities: User behavior across all sessions within the period range you’ve selected, up to 93 days
  • For example, all goals users completed or all revenue they produced (across all sessions) within the date range
  • And

You may use the segment builder to define the component filters for a segment’s component filter set.

Limits on segments

The component filters of a segment are defined using the segment builder.

Total segments

  • A total of 1000 points per user for segments that can be applied/edited in any view (Segment availability: I can apply/edit Segment in any view)
  • A total of 100 points per user for segments that can be applied/edited only by that user in that view (Segment availability: I can apply/edit Segment in this view)
  • A total of 100 points per view for segments in that can be applied/edited by all users in that view (Segment availability

As an illustration: A user may be in possession of the following:

  • 1000 segments that can be applied/edited in any view, plus 100 segments that can be applied/edited only by that user in only View A, plus 100 segments that can be applied/edited only by that user in only View B
  • 1000 segments that can be applied/edited in any view, plus 100 segments that can be applied/edited only by that user in only View A
  • 1000 segments that can be applied/edited only by that user in only View B
  • 1000 segments that can be applied

A viewpoint can have the following characteristics:

  • 100 segments per user, which may only be applied or changed by that user in that view
  • 100 segments per view
  • A total of 100 segments that may be applied or changed by any user in only that particular view

Once you’ve reached these limits, you won’t be able to generate or import any more segments. The system portions are exempt from these restrictions.

Segments applied to reports

At any one time, you may apply segments to your reports in an unlimited number of ways.

Date ranges

Users-based segments allow you to apply a maximum date range of 93 days to your reports when creating reports. If your date range is already set to a period more than 93 days, then when you establish a user-based segment, Analytics resets the date range to a period greater than 93 days from the segment’s start date. Segments created based on theDate of First Sessionoption have a maximum range of 31 days.

Data limits on user-based segments

As previously indicated, user-based segments can be created with a maximum date range of 93 days. For those 93 days, Analytics only records the first 1000 sessions for each user, which is insufficient information. The presence of more than 1000 sessions in a 93-day period is typically indicative of non-human traffic.

Multi-Channel Funnels

When running Multi-Channel Funnel reports, do not utilize segments. Instead, make use ofConversion segments.

Google Ads cost data

Google Ads cost data is not compatible with segmentation in Google Ads. You may get rid of all the cost data in a Google Ads report by applying a segment to it. The cost data will then have zero values.

Next steps

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How to Use Advanced Segments in Google Analytics

Note from the editor: We would like to express our gratitude to Tony Flores of Growth Science for sharing this guest article. Access to data is no longer a competitive advantage in 2018, according to recent research. It doesn’t take long to have every activity on your website tracked, logged, and attributed to the appropriate user thanks to Google Analytics and firms such as Segment, Kissmetrics, andMixpanel. The difficult aspect is extracting useful insights from the massive amounts of data we receive.

If you have Google Analytics installed on your website, you’ve probably spent some time experimenting with the many ways data might be organized.

In addition to showing you what happened in the past, Google Analytics may also provide you with indications as to what you should do next, which is encouraging.

Segments in Google Analytics

Google Analytics provides marketers with a great deal of information right out of the box, but the majority of the useful information must be added manually to the system. “Segments” is the name of one of the functions in this category. Segments in Google Analytics allow you to separate and evaluate subsets of data so that you may focus on the most promising growth possibilities for your company. Segments may be created by going to Google AnalyticsAdminViewPersonal ToolsAssetsSegments in your web browser.

  • In addition to visitor type, returning visitors, mobile visits, desktop visitors, organic visitors, paid visitors, traffic source/medium, location/geography, and many more factors.

But there are more complex segments that can be created on an unique basis that will provide more degrees of clarity and insight into your website’s readership and performance. The number of possible data combinations is virtually limitless. However, it’s critical to understand what you’re doing before creating reports and depending on data that may or may not be correct in the first place.

How to Use Segments in Google Analytics

Consider the following scenario: you wanted to know how many individuals visited your website and made a purchase. Consequently, you log into Google Analytics and navigate to AcquisitionAll TrafficChannels, where you can see your conversion rates for the following out of the box channel groupings: This account’s conversion rate is 0.32 percent, as can be seen in the table below, and each channel grouping below it has its own conversion rate as well. “How can we work to enhance that conversion rate, and where do we begin?” is the main issue right now.

It is necessary for us to narrow down our efforts by choosing parts of our market that we want to focus on in order to achieve our aim of increasing conversions rates.

As an illustration, consider the following comparison between mobile traffic and traffic from a tablet or desktop device: The need of ongoing conversion rate improvement cannot be overstated, but when it comes to prioritization, it is evident from this data that mobile has certain conversion issues that must be addressed.

Obviously, additional study would need to be conducted before committing significant resources to any type of improvement endeavor, but this example demonstrates how combining segments and data might offer a potential growth opportunity.

The Benefits of Using Google Analytics Segments

When it comes to Google Analytics, there are three major advantages of employing segments.

1. Ease of communication and transparency

Each month, your supervisor or clients want to receive reports that are comparable to the previous month’s. Having pre-built segments that are used to generate reports allows others to have an insight of campaign performance without having to come to you on a regular basis.

2. Opportunity identification

There are nuggets of information hidden within the hundreds of audience segments that may be used to make better optimization decisions. Looking for and searching for segments, as well as seeing how they operate, can assist you in determining which users require what type of attention and under what conditions that attention is required.

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3. The Solutions Gallery

Google was gracious enough to provide a “Import Gallery” tool, which was a welcome addition. With this feature, you may access pre-built segments from the Google Analytics Solutions Gallery, which is a platform where professionals can share different segments, custom reports, and dashboards that they have created with the rest of the community. In the event that you’re like me and prefer not to change what isn’t broken, this is an excellent resource for finding pre-built portions that will help you complete the project in a fraction of the time.

How to Build Segments in Google Analytics

As a first step in creating a new account, choose which behaviors and demographics (referred to as segments) you want to keep an eye on and which ones you do not. To get started, open a new window. Google AnalyticsAdministrative ToolsPersonal Instruments AssetsSegments Import images from the Gallery. After selecting Import from Gallery from the drop-down menu, a popup window will appear, displaying all of the pre-built segments that are currently accessible in the Solutions Gallery. You may arrange segments by ranking, rating, and category, among other criteria.

If you’re not sure where to begin, I’ll suggest four pre-built segments and/or dashboards and/or reports that are already accessible for usage in your organization.

Keep in mind that these are segments that are not native to Google Analytics and must be created manually.

Engaged Traffic

This design by Justin Cutroni displays engaged traffic, which is a subset of your online traffic that has demonstrated a level of interaction with your website. This covers the number of page visits and the amount of time spent browsing. In this particular case, I observed that highly engaged users are 3.5 times more likely to sign up as a lead than the typical user, which I learned after creating this section and reviewing other Google Analytics results. With this knowledge, I may recommend that we bid more aggressively on this audience’s retargeting campaign in order to increase our chances of success.

Increasing the size of that audience by a little margin may result in higher volume while maintaining conversion rates.

This may be especially helpful when you are introducing a new product or service. Because they already have a strong emotional attachment to your product, they will be more inclined to interact with your advertisements and express more interest in a new offering.

AdWords Performance

When it comes to Google Adwords ads, this template by user Jobejero provides you (or your clients, or your employer) with a fast picture of how well their campaigns are performing in terms of conversions. In fact, this report provides some insight into which purchased keywords are bringing in the most traffic. If you are working with an Adwords account that contains dozens or hundreds of keywords, this report can assist you in swiftly narrowing your focus. It appears that a single term is responsible for a significant portion of this account’s conversions.

  1. I’m going to have to delve a little further into theSearch Terms in order to uncover the gold, but with this report, I’m still going to save time.
  2. Expert Recommendation: Before making judgments only on the basis of this data, visit AcquisitionAdwordsKeywordsand double-check that the success of the identified keywords is not solely determined by their volume and cost.
  3. In this particular example, it appears that my top conversion volume Keyword also has a high conversion rate as well.
  4. Increasing your bid over the advised or existing amount will help you reach different groups of your audience with your advertisements.
  5. It will place your advertisement in front of more eyes, allowing it to be noticed by a larger audience who may not have previously seen it.

Time: Day and Hour Based Traffic Behavior

This design by Lenny Manor enables you to be extremely specific by segmenting portions of your website visitors based on the day they visited your website. I like to look at this report, which is divided into two categories: converters and non-converters: The following chart shows that Saturday and Sunday have the lowest conversion rates compared to visiting traffic, however Thursday has accounted for almost 25% of total conversions during the previous several months, as seen in the chart. Based on this information, I can propose that we shift part of our marketing spend away from the weekend and toward Thursdays, when we know our demographic is more likely to convert to paying customers.

Pro Tip: Playbook for the Ladder The following is a recommended tactic: Exclusion based on the time of day If you see that some times of day are less productive for you, eliminate them.

Depending on your findings, you may find that early morning hours result in very few conversions or much reduced conversion rates, but that expenditure and clicks are equivalent to or even greater than during the day.

This will allow you to spend your money more efficiently during the times of day that actually provide a good return on investment.

Work-Hour Visitors, Non-Work-Hour Visitors

Some companies provide a product or service that is particularly well suited for mid-day online surfing while on the clock at the office. Others are better suited for perusing in the wee hours of the morning. Sparkline, a Google Analytics user, designed this template to give you a fast read on if there is a chance to optimize your campaigns by segmenting users based on the time of day they visit. According to the data in the preceding example, website visitors who browse during the workday have a conversion rate that is 35 percent greater than website visitors who browse after hours.

  1. Consider generating simpler goals for your users during certain periods, such as entering an email address or consenting to get push notifications, rather to more difficult goals such as free trial signups or completing a purchase if you detect a substantial decline in conversions.
  2. Bonus Pro Tip: Always perform a quick gut check on the information you are presented with.
  3. Playbook for the Ladder Bid Optimization by Time is a recommended strategy.
  4. It is not uncommon for website sales to fluctuate significantly over the course of an entire year.
  5. The majority of major advertising and analytics platforms have the option to report by time of day, week, month, and calendar year.

Getting Started

It is now your responsibility to put Google Analytics to good use. These three methods will help you to get the most amount of information from your Google Analytics data.

Set Up Goals

Without being related to your website’s goals, Google Analytics is essentially just a slew of events that occurred on your site with no discernible pattern or meaning. Consider taking a few minutes to learn more about goals and how to set them up in Google Analytics. Once deployed, the data Analytics gathers will be centered around the different actions you want your visitors to perform on your website, resulting in much more relevant information being delivered to you and your users overall.

Start using Google AdWords

Pro Tip: Are you new to Google AdWords?

Here are some pointers. How to create your first Google Adwords campaign, step-by-step, with Ladder’s comprehensive how-to guide.

Building Audiences

It is now your responsibility to get started! Test your hypothesis by importing a few of the reports from Google’s Solution Gallery and seeing what happens.

How to Create Google Analytics Advanced Segments (Step by Step)

Learn how to isolate certain traffic sources in your Google Analytics account by reading this article. Developing an understanding of how to construct Google Analytics advanced segments is a terrific approach to learn more about how site visitors from various traffic sources behave after they arrive on your page. Learn how to construct advanced segments in Google Analytics by reading the rest of this article.

Why Use Advanced Segmentation in Google Analytics?

You might be wondering whether utilizing advanced segments in Google Analytics is a smart idea in the first place. After all, you may find a wealth of useful information in other areas of your Google Analytics account as well. If you utilize MonsterInsights, the most sophisticated Google Analytics plugin available to date, seeing data such as sessions, pageviews, and bounce rate is a cinch straight from your WordPress dashboard. In terms of WordPress analytics plugins, MonsterInsights is the greatest option.

It’s also worth mentioning that the Overview Report includes information on your website’s top referral sources, which is useful for determining where your site visitors are coming from.

  • Why utilizing Google Analytics advanced segments is a smart idea may be a question you’ve been asking yourself. Even in other aspects of your Google Analytics account, you may find a wealth of useful information. If you utilize MonsterInsights, the most sophisticated Google Analytics plugin available to date, seeing data such as sessions, pageviews, and bounce rate is a breeze directly from your WordPress dashboard. In terms of WordPress analytics plugins, MonsterInsights is the finest choice. It’s completely free! It’s also worth mentioning that the Overview Report includes information on your website’s top referral sources, which is useful for determining where your website visitors are coming from. In Google Analytics, there are a variety of reasons why you would wish to build an advanced section. For example,

So, let’s take a closer look at this in-depth method of gathering information about visitors that arrive on your website via a variety of various traffic sources.

Step 1: Create a Google Analytics Advanced Segment

Recently, we highlighted how you can utilize Google Analytics segments to identify the traffic sources that are directing visitors to certain pages on your website. In addition, while you can continue to do so, there is another method of narrowing down precise information on your site visitors. It is necessary to sign into your Google Analytics account as a first step in this process. As a last note, if you haven’t already, read up on how to integrate Google Analytics with your WordPress website.

To create a new segment, click on the red+New Segmentbutton.

Step 2: Choose a Google Analytics Advanced Segment

You may now give your section a name and select one of five different sorts of segments:

  1. Demographics. Users can be divided into groups based on their age, gender, language, affinity category, in-market segment, other factors, or geography. Technology. Users can be divided into groups depending on their operating system and browser version, screen resolution, device category, and mobile/device branding and model. Behavior. Users can be divided into groups based on their sessions, the number of days since their previous session, transactions, and session duration. Date of first visit to the facility. Users can be divided into groups based on when they first visited your website. Sources of traffic. Users can be divided into groups based on how they discovered you, such as through a campaign, a media, a source, or a keyword.

Step 3: Customize Advanced Segments in Google Analytics

For example, we’ll categorize people depending on their actions. Because we want to keep things simple, we’ll just group our users based on how many sessions have been launched during the time period in question. You may preview your section before saving it by clicking on thePreviewbutton before saving it. When you click on the Preview button, you’ll see that the data on the right hand site has been changed.

Once you’ve arranged the parts in the manner that you choose, click Save. Finally, we’ll take a look at the sixth segment type, which, when combined with MonsterInsights, may assist you in gathering some valuable information about your eCommerce shop’s performance. Let’s have a look at this.

Step 4: Create an Enhanced eCommerce Advanced Segment

User segmentation based on traffic sources and shopping behavior is a great way to learn more about your target audience, discover which traffic sources generate the most revenue, and identify areas where your eCommerce website needs to be optimized in order to nurture more leads and convert more sales. When viewing the sixth advanced Google Analytics segment type, Enhanced eCommerce, make sure that you have enhanced eCommerce turned on in your Google Analytics account before proceeding further.

  • Shopping behavior
  • Checkout behavior
  • Performance of product listings
  • Performance of sales
  • And more.

Fortunately, if you’re using MonsterInsights and theeCommerce addon, you can enable enhanced eCommerce tracking not only in Google Analytics – for the purpose of creating advanced Google Analytics segments – but you can also gather more information about your online store that can help you grow your business using the eCommerce report found right in your WordPress dashboard by using the eCommerce report.

  1. For further information, please see our lessons on enabling expanded eCommerce for Easy Digital Downloads (in English).
  2. Thus, it is enabled on both your Google Analytics account, which allows for the creation of complex segments, and your WordPress installation.
  3. Users can also be divided into groups depending on the product, the product category, the product brand, and the product variant they are using.
  4. That’s all there is to it!
  5. If you’re looking for methods to generate more money online, keep reading to learn about several eCommerce metrics that can help you increase your income.
See also:  How To Optimize Your Website Messaging To Increase Conversions? (The answer is found)

Using Advanced Segments in Google Analytics

Although data is critical to the success of any online campaign, it is as important to understand how to correctly analyze that data. If you haven’t taken use of advanced segments in Google Analytics yet, you’re losing out on a fantastic method to examine the data from your website on a more detailed scale.

What Are Advanced Segments?

With Google Analytics’ advanced segments function, you may filter data by almost any statistic that is currently accessible. These filters can then be applied to any reporting part inside the platform using the platform’s filtering functionality.

Why Use Advanced Segments?

Advanced segments provide a degree of control that is in addition to that which is offered through the basic reporting interface. Using the standard interface, you can quickly observe organic traffic, but an advanced section might allow you to slice even deeper to show organic traffic that originated from mobile devices.

Alternatively, you might filter your mobile organic traffic based on whether they expressly searched for your brand name.

Default Advanced Segments

If you don’t want to customize your data segments, Google, ever the kind provider of free goods in return for accessing your information, gives you with 13 preset segments to pick from. Simply choose “Advanced Segments” from the drop-down menu below the orange bar at the top of the screen, and you’ll see the following default segments:

  • Including all visits, new visitors, returning visitors, paid search traffic, non-paid search traffic, search traffic, direct traffic, referral traffic, visits with conversions, visits with transactions, mobile traffic, tablet traffic, non-bounce visits, and so forth

The data visualization tools in this section give a variety of handy methods to look at data straight away. Paid Search, Non-Paid Search, Visits with Conversions, and Mobile segments are all segments that I find myself using quite a bit.

Custom Advanced Segments

Custom advanced segments, in addition to the 13 preset segments, allow you to generate an almost limitless number of data combinations. The “New Custom Segment” button will appear when you have selected Advanced Segments from the drop-down menu. To begin designing your section, select this option. Using and/or statements, you may choose metrics that match or include the language you provide, and you can combine several metrics with and/or statements (knowledge of RegEx can make these statements much more effective!).

Some examples of custom segments that may be used to slice and dice your website traffic are as follows: Organic search traffic that is not associated with a brand These are those that arrived to your website without using your company’s name in their search inquiries.

According to our filter, we wish to:

  • Include a Medium using the word “organic”: this filters off any traffic other than that derived from organic search
  • Exclude any keywords that contain the phrase “overit.” Make sure you check through current keyword data to filter out variants of your brand name that customers may input
  • Otherwise, the term will be excluded. Exclude any keywords that contain (not provided). For searches made by users who are signed into their Google accounts, Google Analytics does not display the terms used. There are several articles on workarounds to gain some insight into this missing data, but removing this phrase from your filters will ensure that you are just looking at non-branded phrases for the sake of simplicity.

Organic search traffic that is associated with a brand This filter will allow us to view visitors who landed on our site as a result of an organic search using the Overit brand name as the search phrase. Specifically, we want to say Include Keyword Containing “overit” or Include Keyword Containing “over it” in this situation. This will guarantee that anyone who are looking for either form of this brand phrase will be offered the appropriate results. Visits from a certain geographical area combined with conversions Visits from PPC campaigns that result in conversions The number of iPhone visitors who used the Chrome browser and searched for non-branded phrases (I’m not sure how useful this one is, but it shows how detailed segmentation can be!)

Data Comparison: More Power Than You Ever Wanted

The potential of advanced segments is obvious on their own, but they are especially useful when comparing numerous segments in a single operation for speedy comparison. Currently, you may compare up to four parts at a time in a single comparison. This can be useful for immediately comparing site interaction from several campaigns, comparing paid vs organic search results, or evaluating the performance of different ad spots from a PPC campaign, among other things.

As an illustration, consider the following scenario for one of our clients: We can easily examine how conversions from New York Organic, New York Paid, Massachusetts Organic, and Massachusetts Paid traffic compare to one another and how they compare to other sources of traffic.

Jump In and Experiment!

To be honest, this post only scratches the surface of the types of data analysis that may be performed with Advanced Segments. Custom information for a certain website may be seen with an unbelievable amount of customization using one of these tools. This is something I would recommend spending some time on in your Google Analytics account. After building and testing these, when you’re ready to take it to the next level, brush up on your RegEx skills so that you can slice data in ways you never thought were possible before.

Experimentation is the most effective method of learning!

How to use advanced segments in Google Analytics for nonprofits

Analytics As Avinash Kaushik, Google’s Digital Marketing Evangelist, put it succinctly: “All data in bulk is garbage.” It’s harsh, but it’s true. The data in Google Analytics has the potential to be really valuable to us, but if we aren’t segmenting it correctly, we will not be able to take full use of all of the insights the data has to offer. When it comes to Google Analytics, advanced segments are really useful for this.

What we talk about when we talk about advanced segments

In addition to contributors and volunteers, you also have individuals who benefit from your programs and resources as a goal for your organization. Many college students are likely to be searching your website for career and internship possibilities. All of these individuals interact with your website in a variety of ways and engage with your material in a variety of ways. When people visit to your website, they are, after all, trying to meet a variety of requirements. In Google Analytics, looking at all of your site data in one place oversimplifies your audience’s activity, making it practically hard for you to comprehend who is doing what and when.

Because of Google Analytics’ segmentation capabilities, we can state things like “College students sign up to volunteer at the greatest rates on Sunday,” rather than just “We receive the most visitors on Sunday.” This information is transformed into information that may be used to inform strategy!

The creation of segments of users that have similar features, or of sessions that have similar behaviors, allows us to gain better insights from Google Analytics data, which may subsequently be used to inform more effective marketing tactics.

Creating segments in Google Analytics

All reports in your Google Analytics account will have a temporary filter applied because of segments. The parameters can be changed at any time to assist segment traffic by source, user demographics, user activity, and other factors such as those mentioned above. For example, go into Google Analytics, click to the report you want (for example, Acquisition Overview), and select+ Add Segment at the top of the page. Creating segments is simple. Google Analytics is pre-loaded with a number of pre-defined options for segmenting data by demographics, behavior, traffic sources, and other factors.

Select+ New Segment to create your own conditions, or select+ Edit Segment.

You may segment by additional factors, or any combination of the parameters listed above, by creating your own custom conditions in the Advanced section of the menu.

Segmenting by user vs. segmenting by session

It’s critical to recognize and grasp the distinction between segmenting data at the userlevel and segmenting data at the sessionlevel when working with data. When you segment by user, you will see all of the session data from users who satisfy the criteria you have chosen. When you segment by sessions, you will only see data from sessions that fulfill the parameters you’ve specified for yourself. If you need a refresher on the distinction between users and sessions in GA, here’s a quick reference.

Power Poetry, an online community for juvenile poets, may decide to develop a part that allows users who have posted a poem to the site at some point in the past to access only the data from that poem.

  • A new poem has been added, and the number of goal completions per user is higher than or equal to 1.

This informs Google that: All data from users who have uploaded at least one poem will be shown in full for us. For example, if a user uploads one poem over the course of three sessions, we will get data from each of those three sessions. At the session level, you may also apply a segment to a particular session. When you apply a segment for sessions, the data will only be displayed for certain sessions that have the behaviors or criteria that you have specified. In order to examine just data from sessions that originated from social media traffic, or only data from sessions that did not contain a user registration, you may build segments.

It is possible to construct a section underTraffic sources by using the following parameters:

  • Sessions are filtered
  • The campaign is precisely the same as the filter
  • Social Media Campaign in June 2018

This instructs Google to only display statistics for sessions originating from the specified social campaign. The data for the session from the campaign will be the only data we see if a person comes to via an email, then from the campaign, and finally from the direct link.

Advanced Google Analytics segmentation ideas

We may slice and dice our data in order to zero down on a certain subset of information using segments. If you want to look just at users who have fulfilled a certain objective, people who match a given demographic, sessions that included a visit of one specific page, or users from a specific city or area, you may construct segments for that.


Analyze your contributors’ demographic, source, and behavioral data by segmenting them according to their contributions. Create a segment by selecting Conditions Filter Users Include Donations per user1 from the drop-down menu. What are the sources of traffic that consumers are using?

Which day of the week is the most probable day for donors to be on-site? What is the average age of donors? Insights on your donors’ demographics and how they interact with your organization online can aid in the advancement of your organization’s donor acquisition strategy.

College Students

We can utilize Google Analytics’ ISP data to build a section that will only display people that access our site from a university campus, which will save us time and effort. This may be highly beneficial for organizations who are attempting to assist or recruit college students in general. We can construct this section by navigating toConditions Service Provider Matches regex college|university and entering the appropriate information. Users who reached the site through a service provider that contains the terms “college” or “university” will be shown all of the data collected by this method.

New vs. Returning Users

Using segments can also help us learn more about our new users as opposed to our repeat customers. As a result, Google recognizes that we are dealing with a significant audience and pre-loads our Google Analytics accounts with the segments that we have previously set in theSystemtab. As a result, we can locate and utilize these useful portions in a short period of time. Once the application has been completed, we will be able to dig further into how our new and returning users interact with the site.

Alternatively, they may check at the landing page data and post calls-to-action on the most popular landing pages for new visitors in an effort to increase the number of poet signups on their website.

Do you have any questions or suggestions concerning custom segments in Google Analytics?

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