Advanced Segmentation with Google Analytics

Advanced Segmentation with Google Analytics

 

One of the most useful features that I use regularly in Google Analytics is Advanced Segmentation. Advanced Segmentation allows me to “segment” or “filter “ my analytics data so I can see what’s happening on my site at a more detailed level than is available via the standard Google Analytics reports. Here are some typical questions that Advanced Segmentation is ideal to assist in finding the answers to.

  • Which search engine terms or keywords did visitors use to get to a particular section of my site?
  • How does the volume of visitors coming to my site from different geographic regions compare over time?
  • How many people visit my site from their mobile phone or mobile device?

In this tutorial I shall walk you through how to use Google Analytics Advanced Segmentation to answer these types of questions.

Advanced Segments are accessed via the drop down box at the top right hand corner of the Google Analytics reporting interface.

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Click on the “All Visits” button and the advanced segments panel opens up as shown below. The panel shows both default segments as well as any custom segments you may have set up.

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To create a new segment click on the “Create a new advanced segment” link.

The custom segment design window is now displayed. This interface now lets you create a new segment. This is done by dragging dimensions or metrics from the left hand menu across to the segment boxes surrounded by dotted lines.

To create a new segment click on the “Create a new advanced segment” link. The custom segment design window is now displayed.

This interface now lets you create a new segment. This is done by dragging dimensions or metrics from the left hand menu across to the segment boxes surrounded by dotted lines.

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A custom segment designed to answer our first question:“Which search engine terms or keywords did visitors use to get to a particular section of my site?”Will look like this.

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Let’s say we are interested in visitors to the dishwashers section of our site. Our segment needs to only show those visitors who entered our site via a page in the dishwashers section.

  1. To do this we allow only those visitors who first landed on a page for which the page url started with “/dishwashers” to be shown.
  2. We can then give the new segment a name.
  3. It is also a good idea to check the segmentation works by clicking on the “Test Segment” link. This does a quick test of the design showing you how many visits are associated with each element of the segment filter.

If everything looks ok, save the segment after which you are returned to main reporting interface. Now if you select Advanced Segments drop down you will see your new segment in the custom segments panel. Select your new segment and then click the apply button.

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All the reports you now see in the standard reporting interface have the new segment applied – so if you view the top keywords report you will see the top search terms visitors used to find a page in our dishwashers section.

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