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.

1. Google Confidential and Proprietary
SEGMENTATION
ABOVE ALL
DANIEL WAISBERG - ANALYTICS ADVOCATE

2. Google Confidential and Proprietary
LEGO BUILDING
CASE STUDIES

3. Google Confidential and Proprietary

4. Google Confidential and Proprietary

5. Google Confidential and Proprietary

6. Google Confidential and Proprietary

8. Google Confidential and Proprietary

12. Google Confidential and Proprietary
GOOGLE ANALYTICS
SEGMENTATION

13. Google Confidential and Proprietary
TWO TYPES OF SEGMENTATION
MISSION-DRIVEN ON THE FLY

14. Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS (PROFILES)

15. Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS (PROFILES)

16. Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS

17. Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS

18. Google Confidential and Proprietary
MISSION-DRIVEN #1 - CREATING VIEWS

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.

22. Google Confidential and Proprietary
MISSION-DRIVEN #2 - CUSTOM DIMENSIONS

23. Google Confidential and Proprietary
ON THE FLY - USER SEGMENTS

29. Google Confidential and Proprietary
ON THE FLY - USER SEGMENTS
- Retroactive
- SOLUTION GALLERY
goo.gl/omzUs6

30. Google Confidential and Proprietary
CASE STUDY - SEGMENTING TEST RESULTS

31. CB EDA

32. CB EDA
USA UK JP

33. CB EDA
USA UK JP
NEW RETURNING

34. Google Confidential and Proprietary
CASE STUDY - SEGMENTING TEST RESULTS
NEW RETURNING
USA 13.5% 8.8%
UK 2.4% 6.0%
JP 4.6% 5.9%

35. Google Confidential and Proprietary
CASE STUDY - SEGMENTING TEST RESULTS
NEW RETURNING
USA E + B A
UK B A
JP B A

36. Google Confidential and Proprietary
TAKEAWAYS

37. Google Confidential and Proprietary
➡ PLAN FOR SEGMENTATION
TAKEAWAYS

38. Google Confidential and Proprietary
➡ PLAN FOR SEGMENTATION
➡ SEGMENT USING YOUR OWN DATA
TAKEAWAYS

39. Google Confidential and Proprietary
➡ PLAN FOR SEGMENTATION
➡ SEGMENT USING YOUR OWN DATA
➡ SEGMENT ON THE FLY
TAKEAWAYS

40. Google Confidential and Proprietary
+DANIEL WAISBERG
@DANIELWAISBERG
THANK YOU AND HAPPY ANALYZING!