This document provides an overview of advanced segmentation in Google Analytics. It discusses how visitors have different needs and goals, so aggregating all data together is not useful. It then explains how to create segments for current customers, prospective customers, visit sequences, user sequences, cohorts, demographics, and interests. Several questions are provided to help analyze segments. Links to additional resources on segmentation are also included.

1. _ga.usergroup(pdx);
#GAPDX

2. ISITE Design

3. CREATE
Experience
Design
BUILD
Marketing
Technology
GROW
Analytics &
Optimization

4. Google Analytics
Advanced Segments

5. “Aggregate Data Is Crap”
- Avinash Kaushik
Visitors have different needs and goals why
would you measure them all against the same
success criteria?
– Current Customers (25% of traffic)
• Comes to site to find support
– Prospective Customers (75% of traffic)
• Comes to site to research products

6. Why We Segment

7. All Goals Aren’t For Everyone

8. Spot Trends

9. Show me Visits People that…

10. Users or Visits
• User
Unique visitors who have ________
• Visit
Sessions where ________

11. Users or Visits
• User (Current Customer)
A unique visitors who has Logged-In last 90 days
• Visit (Researcher)
Sessions where a video was watched or a
whitepaper was downloaded

12. Visit Sequences
Visit where…
1. First landed on homepage
2. Next went to a product category page
3. Next went to a product page
4. Eventually added something to cart

13. User Sequences
Person who…
1. First came to the site from an organic search
2. Then came back to the site directly and
watched a video or viewed a product page
3. Eventually submitted a lead

14. Cohorts
Group visitors who all have something in
common:
• Visitors who first came to my site before our
TV ad
• Visitors who first came to our site during our
TV ad
• Visitors who first came to our site after our TV
ad

15. Demographics
Get demographic data from Google Display Network:

16. Interests
Get demographic data from Google Display Network:

17. Some Questions To Ask Your
Segments

18. What do people do when the come to my
site from organic search as their first and
subsequent visit?

19. How well does social media
acquire qualified visitors?
B2B Customer
B2C Customer

20. What is the influence of video on
conversion?

21. New Segment Interface

22. Segment Gallery

23. Segment Visibility

24. Good Reads
• http://www.kaushik.net/avinash/googleanalytics-visitor-segmentation-userssequences-cohorts/
• http://searchenginewatch.com/article/230713
1/10-Google-Analytics-Advanced-SegmentsThat-Reveal-Search-Social-ROI/

25. Stay Tuned…
February 6, 2014 (Tentative)
Track events without deploying any code using
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