{"id":611,"date":"2014-12-20T23:33:21","date_gmt":"2014-12-21T04:33:21","guid":{"rendered":"http:\/\/www.gregcruce.com\/?p=611"},"modified":"2016-04-30T22:13:45","modified_gmt":"2016-05-01T02:13:45","slug":"google-analytics-segments-101","status":"publish","type":"post","link":"https:\/\/www.gregcruce.com\/google-analytics-segments-101\/","title":{"rendered":"Google Analytics Segments 101"},"content":{"rendered":"<p>Google Analytics is a great tool for showing how visitors to your site interact &#8211; <a href=\"\/finding-the-most-popular-web-pages-and-page-views-in-google-analytics\/\">what pages visitors read<\/a>, how long they stay, where they come from, and complete any goals you set up.<\/p>\n<p>However, as you mature with your Analytics usage, you will realize that while every user is unique, many times visitors will likely fall into natural patterns and groupings. These groupings can based on any number of Analytics metrics, and can yield significant insight into our users. We call this action <strong>segmenting<\/strong>.<\/p>\n<h2>What Are Analytic Segments?<\/h2>\n<p>So what are Google Analytics segments and how can they help? Google probably says it best:<\/p>\n<blockquote><p>Segments let you isolate and analyze subsets of your Analytics data. You use the Segment builder to configure the individual filters that together constitute a Segment. You then apply Segments to your reports and dashboards so you can see that specific data. (via <a href=\"https:\/\/support.google.com\/analytics\/answer\/3124493?hl=en\" target=\"_blank\">Google Analytics help<\/a>)<\/p><\/blockquote>\n<p>Segmenting\u00a0your visitors can yield amazing\u00a0insight into patterns or untapped data. They can help to filter out noise from meaningful statistics.<\/p>\n<h3>Example Segments<\/h3>\n<ul>\n<li>Visitors on a mobile device<\/li>\n<li>Visitors from social networks<\/li>\n<li>Visitors\u00a0who purchased or converted<\/li>\n<li>Visitors from geographic areas such as states or cities<\/li>\n<li>Visitors who are of a certain demographic age or gender<\/li>\n<\/ul>\n<h2>Where Are Segments Located?<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-646\" src=\"http:\/\/www.gregcruce.com\/wp-content\/uploads\/analytics-segments-display1.png\" alt=\"Google Analytics Segments Location\" width=\"580\" height=\"264\" \/>Segments are displayed at the top of the Analytics screen. By default, Google Analytics will display &#8220;All Sessions&#8221;, which is essentially everything and nothing filtered or segmented. This is one of many segments that come\u00a0pre-defined and ready for use in Analytics.<\/p>\n<h3>Adding A\u00a0Segment<\/h3>\n<p>To add a new segment, click the &#8220;Add Segment&#8221; section and a screen will appear where you can add new segments. You can see there are some segments pre-defined. In addition, you can create your own segments, and star them for fast retrieval.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-655\" src=\"http:\/\/www.gregcruce.com\/wp-content\/uploads\/adding-segments1.png\" alt=\"Adding Segments\" width=\"580\" height=\"238\" \/><\/p>\n<h3>Removing A Segment<\/h3>\n<p>If you wish to remove an active segment, click the down arrow icon in the upper right of the segment, and select Remove.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-656\" src=\"http:\/\/www.gregcruce.com\/wp-content\/uploads\/remove-segment1.png\" alt=\"Remove A Segment\" width=\"580\" height=\"181\" \/><\/p>\n<h3>Pre-Defined Segments<\/h3>\n<p>In addition to the &#8220;All Sessions&#8221;, Analytics comes with other segments that are immediately useful for most users.<\/p>\n<div class=\"one_third\"><\/p>\n<p>Bounced Sessions<\/p>\n<p>Converters<\/p>\n<p>Direct Traffic<\/p>\n<p>Made A Purchase<\/p>\n<p>Mobile and Tablet Traffic<\/p>\n<p>Mobile Traffic<\/p>\n<p>Multi-Session Users<\/p>\n<p>New Users<\/p>\n<p><\/div>\n<div class=\"one_third\"><\/p>\n<p>Non-bounce Sessions<\/p>\n<p>Non-Converters<\/p>\n<p>Organic Traffic<\/p>\n<p>Paid Traffic<\/p>\n<p>Performed Site Search<\/p>\n<p>Referral Traffic<\/p>\n<p>Returning Users<\/p>\n<p><\/div>\n<div class=\"one_third column-last\"><\/p>\n<p>Search Traffic<\/p>\n<p>Sessions With Converstions<\/p>\n<p>Sessions With Transactions<\/p>\n<p>Single Session Users<\/p>\n<p>Tablet And Desktop Traffic<\/p>\n<p>Tablet Traffic<\/p>\n<p><\/div><div class=\"clear\"><\/div>\n<div class=\"message_box announce\"><p>You can have up to 4 segments shown at once &#8211; segment wisely!<\/p><\/div>\n<p>It&#8217;s clear that Analytics comes with a lot of ways to slice up visitors and traffic &#8211; but <a href=\"\/how-to-create-custom-segments-in-google-analytics\/\">you can always create your own custom segments<\/a>. Now it&#8217;s time to see how we can segment\u00a0our visitors and glean useful information about them.<\/p>\n<h2>Examples Of How To Use Segments (The Fun Stuff!)<\/h2>\n<p>We will take a look at some of the included segments with Analytics. There are tons of ways to create your own, but that&#8217;s for a future blog post! For now, we&#8217;ll take a look at some specific scenarios.<\/p>\n<h3>Example 1: Mobile Traffic\u00a0versus\u00a0All Sessions<\/h3>\n<p>In this example, we&#8217;ll compare the All Sessions segment, to the Mobile Traffic segment &#8211; that is, just traffic that is considered mobile, no desktop and no tablet. Let&#8217;s take a look at the <strong>Audience &gt; Overview<\/strong> page:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-653\" src=\"http:\/\/www.gregcruce.com\/wp-content\/uploads\/mobile-traffic-versus-all-sessions1.png\" alt=\"All Sessions segment versus Mobile Traffic segment\" width=\"580\" height=\"274\" \/><\/p>\n<p>From this, we can clearly see that the Mobile Traffic segment\u00a0is down in some key areas of the site. <strong>Pages \/ Session<\/strong>, <strong>Average Session Duration<\/strong>, and <strong>Bounce Rate<\/strong> are all negatively affected with our Mobile Traffic. With the Mobile Traffic segment representing nearly 27% of our overall sessions, we clearly want to address this.<\/p>\n<p>In this example, it turns out that the site was not mobile-friendly or responsive, and we now have a business case for creating a mobile-friendly site.<\/p>\n<p>This isn&#8217;t something that Analytics would have told us naturally, but by asking Analytics the right questions and dividing up our users correctly, we can identify that our mobile user&#8217;s experience\u00a0needed improvement.<\/p>\n<h3>Example 2:\u00a0All Sessions versus Converters<\/h3>\n<p>In this example, we&#8217;ll take a look at All Sessions versus Converters, or rather, visitors that have completed an Analytics Goal.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-660\" src=\"http:\/\/www.gregcruce.com\/wp-content\/uploads\/all-sessions-versus-converters1.png\" alt=\"All Sessions versus Converters Overview\" width=\"580\" height=\"273\" \/><\/p>\n<p>Wow, we can clearly see that those that convert have a significantly higher <strong>Pages \/ Session<\/strong>, and <strong>Avg. Session Duration<\/strong>.<\/p>\n<p>I&#8217;m a bit curious where these converters are coming from. So I&#8217;ll visit the\u00a0<strong>Acquisition &gt; Channels<\/strong>\u00a0section, and\u00a0let&#8217;s look at that\u00a0data in a pie chart view to get a better visual sense.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-661\" src=\"http:\/\/www.gregcruce.com\/wp-content\/uploads\/all-sessions-versus-converters-channels1.png\" alt=\"All Sessions versus Converters Channels\" width=\"580\" height=\"385\" \/><\/p>\n<p>Very interesting! I can see that my <strong>Direct<\/strong> traffic is one of my best for generating overall sessions, but it&#8217;s not doing great at converting &#8211; it only has 16.36%. My <strong>Organic Search<\/strong> and <strong>Paid Search<\/strong> are rocking &#8211; they are generating over 70% of all of my leads! I can also see that <strong>Social<\/strong> is getting some traffic, but it&#8217;s not converting &#8211; this means I have some work to do there to connect more with my followers.<\/p>\n<p>In this example, we can see we have some work to do:<\/p>\n<ol>\n<li>We need to analyze our <strong>Social<\/strong> channel strategy, see what posts converted, and\u00a0change our strategy to align<\/li>\n<li>We need to continue with our <strong>Paid Search<\/strong> channel as it&#8217;s a strong source of our leads<\/li>\n<li>We need to do more work on our <strong>Direct<\/strong> channel and determine how users are finding us (traditional advertising, brand mention, etc), to see what can be done to improve our conversions there.<\/li>\n<li>We need to continue with our <strong>Organic Search<\/strong>\u00a0efforts (like <a title=\"Evergreen Content: Growing Your Content Strategy\" href=\"\/\/www.gregcruce.com\/evergreen-content-growing-content-strategy\/\">Evergreen Content<\/a>) as they are holding steady.<\/li>\n<\/ol>\n<p>Whew! That&#8217;s a lot to do! If we didn&#8217;t segment our converters out, we may never have known about this list of things that we could work on to improve our site.<\/p>\n<h2>Conclusion And Takeaways<\/h2>\n<p>Segmentation of your visitors takes time to analyze and dig in. The data is there, but it has to be discovered. You&#8217;ll need to look at it from different ways to see if you can make the data\u00a0mean more.<\/p>\n<ul>\n<li><strong>Ask Analytics The Right Questions!<\/strong>\u00a0Examples like\u00a0&#8220;How are my mobile conversions doing?&#8221; can start you down a path to discovering more about your mobile users.<\/li>\n<li><strong>There Is No Magic Segment!<\/strong>\u00a0The examples above may be useless to you, but there is a segment that will have meaningful data &#8211; you have to find it and apply it.<\/li>\n<li><strong>Create A Dashboard To Monitor!<\/strong>\u00a0Once you identify the problem (and have a strategy for improving it), create a custom dashboard to easily observe your results in Analytics.<\/li>\n<\/ul>\n<p>Got a tip about Google Analytics segments, or a question about how to use or interpret them? Submit a comment below!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Analytics is an amazingly powerful tool. Segmenting your visitors based on certain criteria can yield amazing insight into patterns or untapped data. They can help to filter out noise from meaningful statistics.<\/p>\n","protected":false},"author":1,"featured_media":666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41],"tags":[42],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Analytics Segments 101 - www.gregcruce.com<\/title>\n<meta name=\"description\" content=\"Google Analytics segments can yield amazing insight into patterns or untapped data. 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