Advanced segmentation in Google Analytics allows users to view data and create custom reports for specific traffic sources and marketing initiatives. Key features of advanced segmentation include applying segments to view metrics for only converted visitors, visitors from particular sources like social media, or visitors from certain geographic locations. Custom segments can be created by setting conditions and sequences to isolate desired users. Advanced segmentation provides valuable insights to optimize campaigns and marketing efforts.

1. Google Analytics
Advanced Segments
By: Errett Cord
Email: ecord@ecord.us
Twitter: @errettcord

2. Advanced segmentation is important!
•View data from only the traffic sources that interest you
•Apply custom reports to only particular traffic sources
•Performance decisions about particular marketing initiatives
•Allows you to compare different marketing channels

3. Sample Custom Segments
Only those visitors which converted
✓ Use these metrics as a target for all your campaigns
✓ Time on site, pages per visit, key pages
Only those visitors from Social Media
✓Twitter, Facebook, Google+
Only visits from particular geographic locations
✓ Allow you to focus on those regions with sales efforts
Only visits that landed on a particular page and
converted
✓Use target metrics for all your campaigns

4. How to Set up Custom Segments

5. Bounce Rates
This opens the
Advanced Segments
Screen
All built-in, custom and
starred segments can
be easily applied from
here
This is also where you
create your own or
import from a gallery!

6. New Segment Options

7. Click on the conditions tab to setup a custom report

8. Apply up to 4 segments simultaneously!

9. The reports will give you color coded data

10. Setup a Custom Segment
Click “Create new Segment”

11. Name the new segment
Example: Give it a name

12. Pick a Segment Category
Standard Categories
•Demographics
•Technology
•Behavior
•Date of First visit
•Traffic Sources
•Ecommerce
Advanced Categories
•Conditions
•Sequences

13. Common Segment Types
Demographics –
Segment your visitors by age, gender, language, affinity category, and location.
*Note that some of this information requires a change to the standard Google
Analytics code.
Technology –
Options include operating system, browser, screen resolution, device category and
mobile variables.

14. Other Standard Segment Types
Behavior –
Look at visitors by how often they visit, days since last visit, transactions, and visit
duration.
Date of First Visit –
Segment by when users first visited
Traffic Sources –
Filter segments by campaign, medium, source and keyword.
Ecommerce –
Segment users by revenue, days to transaction, product, and product category

15. Advanced Segment Types
Conditions –
This segmentation allows you to create custom views based on your specific
needs.
You can create segments based on a wide variety of variables and even exclude
particular types of traffic as well as create ‘And / Or’ multi-level conditions.

16. Advanced Segment Types
Sequences
Allows you create multi-step segments in order to view metrics of only those users
following a particular pattern of your choosing.

17. Edit and Share
You can also edit, copy, share and delete any of the custom segments you make.
In order to share you simply click on ‘Share’ and a URL will be made which you can
share via email or IM.

18. Crowd Sourcing your Advanced Segments
•Currently there are 22 built-in segments
•If these are not sufficient for your needs you can import from a gallery!

19. Gallery Imports
•Search
•Sort
•Filter by Rank
•Filter by Category

20. Custom Segments
There are literally thousands of different variations of advanced segmentation which
can help you make better decisions and gain greater insight into the quantity and
quality of traffic to your website.
Some examples to try:
• Create a segment that only tracks social media like Twitter, Facebook, and Google+
• Create a segment that only tracks Google organic traffic and compare that to a
segment that only tracks Bing organic traffic
• Create a segment to track only email marketing efforts