This document discusses segmentation in Google Analytics. There are two types of segmentation: mission-driven and on-the-fly. Mission-driven segmentation includes creating views (profiles) to segment data and using custom dimensions to define additional segments. On-the-fly segmentation allows segmenting data retroactively using the user segments feature. The document provides a case study example of segmenting test results data and recommends planning for segmentation, segmenting using your own data, and segmenting on the fly.
19. Google Confidential and Proprietary
MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
DEFINE ADDITIONAL SEGMENTS TO YOUR VISITORS
20. Google Confidential and Proprietary
MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
Personal identifiers: gender, eyes, color.
Daily identifiers: earrings, makeup, hairstyle.
Ambient identifiers: winter clothes, sun glasses,
hats.
21. Google Confidential and Proprietary
MISSION-DRIVEN #2 - CUSTOM DIMENSIONS
Visitor Level: Distinguish visitors across multiple
sessions
Visit Level: Distinguish visitor experiences on
current session
Page Level: Distinguish page-level activities on
current visit.