Collecting insights is not enough. To truly harness the power of data in your Google Analytics dashboard, you need to take advantage of segmentation and dig deeper into your data.
In this post, you’ll learn three ways to create segments in Google Analytics to help you isolate and analyze your data to uncover opportunities.
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What is segmentation in Google Analytics?
In Google Analytics, segmentation allows you to break large data sets into smaller segments for easier analysis. Segments are subsets of data that are created by applying filters and conditions to a larger pool of information. Teams often use segmentation to target offers or create more compelling experiences for different personas.
There are three ways to split data in Google Analytics.
- You can apply “System Segments” which are pre-defined segments available in all Google Analytics accounts.
- You can create custom segments that allow you to group and analyze your data for your specific use-cases.
- You can import a segment “template” from the Analytics Solutions Gallery.
The method you choose will depend on your unique use case. Knowing the level of customization you require and the complexity of your segments can help you decide.
We’ll explore these three methods below.
How to Create Segments in Google Analytics
Step 1: Login to your Google Analytics account.
Step 2: Go to the “Reports” section on your dashboard.
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Under Reports, you have five options:
- real time.
- audience.
- acquisition.
- Behaviour
- Conversion.
All of the options listed above can be used to create segments; However, for this tutorial, let’s create a segment based on the “Audiences” report.
Step 3: Click on “Viewers” which will open a dropdown menu. From the dropdown menu, click “Overview”.
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Note: A segment can also be created from other options listed in the drop-down menu.
Step 4: Go to “Add Segment” on the Audience Overview dashboard.
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Step 5: Go to “System” under the “View Segments” section and select which segment you want to implement.
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Step 6: Once you have selected the sections you want to apply, click the “Apply” button.
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Step 7: You will be redirected to a new page that will display audience data that meets your segment criteria.
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On this page, you have several options to analyze and filter this data. You can compare metrics and analyze selected segments as a percentage of users (e.g. mobile traffic is X% of users).
And all. You have just created your first report using pre-defined system segments.
If you want to create segments that are customized to your unique objectives, here’s how to create a custom segment.
How to Create Custom Segments in Google Analytics
Step 1: Login to your Google Analytics account.
Step 2: Go to the “Reports” section on your dashboard.
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Under Reports, you have five options:
- real time.
- audience.
- acquisition.
- Behaviour
- Conversion.
All of the options listed above can be used to create segments. However, for this tutorial, let’s create a custom segment based on the “Acquisitions” report.
Step 3: Click on “Acquisition” which will open a dropdown menu. From the dropdown menu, click “Overview”.
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Step 4: Go to “Add Segment” on the Acquisition Overview dashboard.
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Step 5: Click on “New Segment”.
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Step 6: Set your conditions based on the options displayed.
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On this page, you have options to set conditions based on:
- Demographics (age, gender, language, etc.).
- Technology (operating system, device category, browser, etc.).
- Behavior (transactions, session duration, etc.).
- Date of the user’s first session.
- Traffic sources (campaigns, sources, etc.).
You also have two advanced options:
- Terms (set for single or multiple sessions).
- Sequence (which allows you to segment according to sequential conditions).
Step 7: Once you’ve set your conditions, name your new segment.
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Note: You can also preview your custom segment if you want.
Step 8: Finally, save your new custom segment by clicking the “Save” button.
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And all.
Your custom segment is ready to use. It should now also appear under “All Segments” and “Custom Segments” on your “Add Segment” page.
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How to Import Segments from the Analytics Solutions Gallery into Google Analytics
Step 1: Login to your Google Analytics account.
Step 2: Go to the “Reports” section on your dashboard.
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Under Reports, you have five options:
- real time.
- audience.
- acquisition.
- Behaviour
- Conversion.
You can import segments in all the options listed above. However, for this tutorial, let’s import a segment based on the “Behavior” report.
Step 3: Click on “Behavior” which will open a dropdown menu. From the dropdown menu, click “Overview”.
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Step 4: Go to “Import from Gallery” on the Behavior Overview dashboard.
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Step 5: Select a segment from the options displayed in the pop-up box.
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You can also:
- Sort sections by most popular, newest and highest rated.
- Sort the sections by ranking (between 1 and 5).
- Filter segments by category (acquisition, branding, conversion, etc.).
Step 6: Once you find a volume that works for your use case, click “Import.”
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Step 7: Next, select the view into which you want to import the configuration and select “Create”.
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Step 8: That’s it. You have imported a segment into your Google Analytics. All that remains is to click “Save”.
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Your newly imported segment should also now appear on your “Add Segment” page.
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Time to dig deeper into your data
Creating and implementing segments in Google Analytics will help you get a more accurate and useful picture of who is visiting your website and what they do once they get there.
Segmentation can help you avoid generalizations, assumptions, and biases. These insights into your audience’s behavior are an invaluable resource that will help you make data-driven decisions.
