April 6, 2020
Google Analytics Advanced Segments explained

Google Analytics Advanced Segments explained


– In this video, I’m going to show you how you can use the
advanced segments feature of Google Analytics to
enhance your analysis ability and turn your data into insights. What they are and how they
work, all and more coming up. So let’s dive in. Hi there and welcome to another
video of Measureschool.com, where we teach you the data driven way of digital marketing. My name is Julian and today
we are gonna talk about Advanced Segments, which
can be found within Google Analytics, up here. In this video, I’m gonna
give you a short overview on what they are and how to use them. Now by default we are
looking at all the users that are coming to our website, and Google Analytics gives us very insightful reports already about where the
user, for example, came from and what he did on our website. Now by default in these
reports that we have in Google Analytics we take
into account 100% of all the users that came to our website so we get an accurate view
on, for example, which channel the user came from in. For example, in this report
Google Analytics for us breaks it down, so it takes a subset of the whole session base and
represents it in one column. So for example here the
Google Organic account accounts for 12% of the total traffic. And this is in essence already a bucket or a group of sessions
who came to our website through the Google Organic channel. So in the reports Google Analytics already segments for us automatically. Now what if we wanted to look at the Google Organic traffic
here in another report? So for example we have a
Geo-location report here to see where did all our users come from but this by default again
looks at all the total visitors coming to our website. So we have this Advanced Segments feature where we can actually segment down on a particular user group. So we can add a segment here and say we just want to look
at our organic traffic, which is the Google organic traffic. We can add that and let’s get
rid of our all users up here. Click on Apply and the
data will be crunched, so will only represent our 12% of data that came through the organic channel and we can again look
at our location charts and see how many people
actually came to our website organically from which country. So one used case for
these custom segments is actually porting over
one of the other segments that you have to find in another report to a completely different report, buy you can do more. You can even compare two
segments against each other, so we could take for
example organic traffic, but compare it also
against the pay traffic. Let’s apply this. And we see 11% of our traffic was paid, 12% was organic. How does that compare? Well we see a big discrepancy between the organic traffic coming from Germany and the pay traffic coming from Germany. No session was generated from pay traffic that was from Germany. You can look down. Here in the Netherlands, we
have 29 sessions generated and three came through pay traffic. Now, once we have defined
these custom segments up here, and go to another report. For example, the All Pages
report and our site content these would stay active, so we still have the comparison here in the chart, also divided by the two colors that you see here and you can already spot
some differences here because we didn’t have any pay traffic until the 28th of March on this page, and then it suddenly took off, and when we look at our table here we also have the distinction between organic and pay traffic now. So you can see two metrics
accounts in one table, which is great because you
can again spot differences and see what is performing
particularly well for the pay traffic and what is performing well for the organic traffic. So custom segments are really
a great way to look at data in comparison or just look at a subset of traffic that
you have on your site, but there is so much
more to custom segments. You can add a lot of different
other custom segments. Google Analytics has actually
some built-in segments prepared for you, so you
can look through this. Like the referral traffic or the bounce traffic. An interesting one is also
looking at mobile traffic versus desktop and tablet traffic. How does that perform and maybe spot weaknesses in your page but also compare again the locations. For example, here it seems that we have a lot of people coming
through our mobile traffic and in total, we can also
see that desktop is still ahead of mobile traffic,
but for some countries this has been turned around, so for example on
Pakistan, we see a lot more mobile traffic than tablet
traffic on this page. So custom segments can really help you to break down your existing traffic on the page and only looking at a
subset that is relevant to the analysis that you
are doing at the moment. So if you are working as
a social media manager, you might want to add a
custom segment just for social traffic and all the
reports that you have been working with previously
get so much more valuable because you are only looking at the user group that
actually came from social and see how they behave maybe differently to other channels that
you have on your website. So always be segmenting. Very important. There is much more to
segmentation, which we will get into in later videos. This was just a quick overview and I hope you will be
able to use custom segments now to further analyze
the data that you see in your Google Analytics account. This was a quick overview
over the usage of the custom segments feature. You can also create your
own custom segments, which we will get into in a later video. If you like this video,
please give us a thumbs-up and subscribe to our channel so we can bring you more
videos every Thursday. My name is Julian. Till next time.

8 thoughts on “Google Analytics Advanced Segments explained

  1. Hello Julian,
    Great Video! Allow me to ask a question here or please guide me to the proper place where I can do so.
    I have created a few custom Users segments based on the behavior events fired within a session of their booking flow. Specifically, I have filtered those segments by a condition to either exclude or include Event Actions containing: X or Y events. (2 conditions for each segment). The main purpose was to differentiate between different users flows based on the events fired and compare their drop-off performance. However, the Unique events flow of one segment with most of the traffic doesn't seem to bring correct data. The last event of the flow (booking_finished) for some reason has more unique events than an event much prior to it (booking_thanks), which doesn't make any sense as all of users pass through that event and are not able to bypass it in any way. When I check on All Users level, the issue does not exist neither I'm able to reproduce the issue by going though the flow in a Preview mode. Could anyone please let me know what could be the reason of this inaccuracy? Thank you very much in advance for your help!

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