Google Analytics Segments
When you are wanting to dive deep into the data of Google Analytics chances are you are going to want to use segments to categorize and compare groups of users. We are going to be taking a deep dive into what segments are, how to use them, and see some common segments you can start using today.
What is a segment?
Google defines a segment as “a subset of your Analytics data. Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business”.
Examples of segments
- Users who requested a demo or filled out a form
- Sessions that visited an important page on your site
- Users who have a specific device or browser
- Excluding a certain traffic type
There are also many predefined, or default system segments within Google Analytics, and you can start using these for analysis right away. Check the list before you start creating your own segments, just to make sure the one you need isn’t already available.
- All Users
- Bounced Sessions
- Converters
- Direct Traffic
- Made a Purchase
- Mobile and Tablet Traffic
- Mobile Traffic
- Multi-session Users
- New Users
- Non-bounce Sessions
- Non-Converters
- Organic Traffic
- Paid Traffic
- Performed Site Search
- Referral Traffic
- Returning Users
- Search Traffic
- Sessions with Conversions
- Sessions with Transactions
- Single Session Users
- Tablet and Desktop Traffic
- Tablet Traffic
How to create segment
Click add segment in on the top of the page inside of any view
Press new segment
Choose Your Own Conditions
Since system segments tend to be pretty generic, you’ll probably discover a lot of use cases for custom segments, which allow you to apply your own conditions and logic. You can start with the ‘greatest hits’ selection of dimension and metric filters that are built into the segments panel, but if you can’t find what you’re looking for (or want to use Custom Dimensions or Metrics), you can use Advanced options instead.
Overall, segments and audiences are powerful tools that can be used in so many different ways. Ultimately the best way to get ideas for segments is to start with a question of what you are trying to solve. Then from there build a segment that can help answer questions for those metrics.