Google Analytics and Beginners Guide

One of the key features of Google Analytics is the ability to create and use segments. Segments are subsets of your data that isolate and compare specific behaviors, characteristics, or outcomes of your users. For example, you can create a segment of users who visited your site from a mobile device, or a segment of users who completed a purchase, or a segment of users who came from a certain source or campaign.

Segments can help you answer questions like:

• How do different types of users behave on my site?
• Which channels or campaigns are driving the most conversions or revenue?
• How do users from different locations or devices interact with my site?
• How do users who meet certain criteria (such as age, gender, interests, etc.) differ from the average user?

In this guide, we will cover the basics of segments in Google Analytics, including:

• How to create and apply segments
• How to use the built-in segments
• How to create custom segments
• How to compare segments
• How to share and import segments

How to create and apply segments

To create and apply segments in Google Analytics, follow these steps:

1. Log in to your Google Analytics account and navigate to the report you want to analyze.
2. Click on the + Add Segment button at the top of the report.
3. You will see a list of built-in segments that Google Analytics provides by default. You can use these segments as they are, or modify them to suit your needs. You can also create your own custom segments by clicking on the + New Segment button at the top right corner of the segment list.
4. To apply a segment, simply check the box next to it and click on the Apply button at the bottom of the segment list. You can apply up to four segments at a time to compare them side by side.
5. To remove a segment, uncheck the box next to it and click on the Apply button again.

How to use the built-in segments

Google Analytics provides a number of built-in segments that you can use to quickly analyze your data without creating your own custom segments. These segments are based on common user attributes or behaviors, such as:

• All Users: This segment includes all users who visited your site during the selected date range.
• New Users: This segment includes only users who visited your site for the first time during the selected date range.
• Returning Users: This segment includes only users who visited your site more than once during the selected date range.
• Paid Traffic: This segment includes only users who came to your site from a paid source, such as Google Ads, Bing Ads, etc.
• Organic Traffic: This segment includes only users who came to your site from an organic source, such as search engines, social media, etc.
• Direct Traffic: This segment includes only users who came to your site directly by typing your URL in their browser or using a bookmark.
• Referral Traffic: This segment includes only users who came to your site from another website that linked to yours.
• Sessions with Conversions: This segment includes only sessions that resulted in a conversion, such as a purchase, a sign-up, a download, etc.
• Sessions with Transactions: This segment includes only sessions that resulted in a transaction, which is a type of conversion that involves revenue.
• Mobile Traffic: This segment includes only users who accessed your site from a mobile device, such as a smartphone or a tablet.
• Tablet Traffic: This segment includes only users who accessed your site from a tablet device.
• Desktop Traffic: This segment includes only users who accessed your site from a desktop or laptop computer.

You can find more built-in segments by clicking on the System tab at the top of the segment list. You can also browse and import segments created by other Google Analytics users by clicking on the Import from Gallery button at the bottom of the segment list.

How to create custom segments

If you want to create your own custom segments based on specific criteria that are not covered by the built-in segments, you can do so by following these steps:

Click on the + New Segment button at the top right corner of the segment list.

Give your segment a name and a description (optional).

Choose one of the four options for defining your segment:

• Demographics: This option allows you to segment your users based on their age, gender, language, location, etc.
• Technology: This option allows you to segment your users based on their browser, operating system, device category, screen resolution, etc.
• Behavior: This option allows you to segment your users based on their frequency, recency, engagement, etc.
• Date of First Session: This option allows you to segment your users based on when they first visited your site.
• Traffic Sources: This option allows you to segment your users based on their source, medium, campaign, keyword, etc.
• Conditions: This option allows you to segment your users based on any combination of dimensions and metrics that you can specify using logical operators and filters.
• Sequences: This option allows you to segment your users based on the order and timing of their actions on your site.

For each option, you can add one or more rules or steps to define your segment. You can use the AND and OR buttons to combine multiple rules or steps. You can also use the Exclude button to exclude certain users from your segment.

As you create your segment, you can preview its size and composition in the summary panel on the right side of the screen. You can also test your segment against a sample of your data by clicking on the Test button at the bottom of the summary panel.

Once you are satisfied with your segment, click on the Save button at the top right corner of the screen.

How to compare segment

Once you have applied one or more segments to your report, you can compare them side by side to see how they differ in terms of metrics, dimensions, and trends. To compare segments, follow these steps:

1. Make sure you have applied up to four segments to your report.
2. Look at the report table below the graph. You will see a row for each segment, showing the values of the metrics for that segment. You can also see the percentage change of each metric compared to the first segment in the list.
3. To see how the segments differ in terms of dimensions, such as pages, products, events, etc., click on the Secondary dimension drop-down menu above the report table and select a dimension of your choice. You will see a column for each segment, showing the values of the dimension for that segment. You can also sort the table by any column by clicking on its header.
4. To see how the segments differ in terms of trends, such as daily, weekly, monthly, etc., look at the graph above the report table. You will see a line for each segment, showing the values of the metric over time for that segment. You can also change the metric or the time interval by using the drop-down menus above the graph.

How to share and import segments

If you want to share your custom segments with other Google Analytics users, or import segments created by other users, you can do so by following these steps:

Click on the + Add Segment button at the top of the report.

Click on the Actions drop-down menu next to the segment you want to share or import and select one of these options:

• Share: This option allows you to generate a link that you can copy and paste to share your segment with other users. The link will open Google Analytics with your segment applied to their account.
• Import from Gallery: This option allows you to browse and import segments created by other Google Analytics users from the Solutions Gallery. You can search for segments by name, category, rating, etc.
• Export: This option allows you to download your segment as a JSON file that you can save and share with other users. The file will contain all the rules and steps that define your segment.
• Import: This option allows you to upload a JSON file that contains a segment created by another user. The file will be validated and applied to your account.

Conclusion

Segments are a powerful feature of Google Analytics that allow you to isolate and compare specific subsets of your data. They can help you gain deeper insights into your users’ behavior, characteristics, and outcomes. You can use the built-in segments provided by Google Analytics, or create your own custom segments based on any criteria that matter to you. You can also compare up to four segments at a time to see how they differ in terms of metrics, dimensions, and trends. Finally, you can share and import segments with other Google Analytics users to collaborate and learn from each other.

We hope this guide has helped you understand how to use segments in Google Analytics. If you have any questions or feedback, please let us know in the comments below.

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