February 3, 2010
Does your website deliver a large amount of performance data? Are you having a hard time filtering the information into a report? Start using Advanced Segmentation within the Google Analytics account and find out how you can generate reports with a even greater precision!
Google Analytics Advanced Segmentation allows you to analyse user behaviour or the effectiveness of certain subset of traffic. You create advanced segments to only include visits that meet a specific set of criteria. For example you can set up an advanced segment for visitors from different countries if you are running multilingual or multiple campaigns or you can include visits where a certain amount of money was spent. The greatest thing about advanced segmentation is the fact that you can also apply historical data and compare old performance data to how your site is performing now, what is more segments are easily accessible across all your accounts, profiles and any kind of reports so can utilise them nearly everywhere.
Google Analytics offers 2 types of advanced segmentations: a default segment suggested by the interface and a custom segment, which you can tailor to your advertising needs. To begin creating default advanced segments, you can use the ‘Advanced Segments’ pull down menu available at the top of your reports, check off the segments you want to select and click ‘Apply’ to finish. From this point you should see our tables reflect the same segmented data.
Now let’s learn how to create custom segments for your website. To begin creating custom advanced segments click the ‘Advanced Segments’ pull-down menu at the top right-hand corner of your account and click ‘Create a new custom segment’. Next step is to think about the segments you want to design and what kind of visits it will include. Google Analytics will offer you a range of dimensions and metrics that will automatically segment the data for you according to your websites goals. Identify the appropriate options for your segment and drag the dimension or metric into the section bordered by the dotted lines. Take a look at the ‘Condition’ and ‘Value’ field and select the appropriate one for your segment – this will depend on your site advertising goals. There is a range of variations you can go for and all it will do is make the segment more inclusive or more restrictive. Click ‘Test Segment’ and see how total visits to your site are filtered down once you apply the conditions you have just defined. If you name your segment, you will be ready to click ‘Create Segment’ to finish.
If you want to apply your segment to any report, simply use the ‘Advanced Segments’ pull-down menu at the top right-hand corner of your account, then click the ‘manage your advanced segments’ link and select the ‘apply to report’ option or alternatively select the segment you just created from the Advanced Segments pull-down menu found at the top of all your Analytics reports.