Stop analyzing your data on an aggregate level. Learn how to take it to the next level with Google Analytics advanced segmentation visualization customization.

2. Custom Variables
Take your analysis to the next level
Custom Variables in GA are name-value pair tags that you can use to refine GA tracking
and segment your traffic
Async Syntax:!_gaq.push(['_setCustomVar', slot_index, name, value, opt_scope]);
A few use-cases:
• Track logged-in users and what they do on your site in comparison to anonymous users.
• Track visitors that have signed up for your newsletter across multiple sessions to see how their
behavior compares to everyone else.
• Hook into Google Website Optimizer or other A/B and multi-variate testing tools to perform deeper
conversion analysis on tested changes.
• Increment a variable for each transaction and track behavior of first transaction versus multiple
transactions completed.
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3. Segmentation
It's easy to create segments...
"Analyzing data in aggregate is a crime" - Avinash Kaushik (2008)
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4. Segmentation
It's easy to create segments...
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5. Segmentation
It's easy to create segments...
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6. Segmentation
It's easy to create segments...
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7. Segmentation
It's easy to create segments...
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8. Segmentation
It's easy to create segments...
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9. Segmentation
Why Segment?
“Donʼt just log into [GA] and go on a fishing expedition...” - Avinash Kaushik
Acquisition Behavior Outcome
How are your efforts to acquire traffic Are visitors doing what you want
What are people doing on your site?
performing? them to do?
Examples
• Acquisition: Social media traffic
Tip: Mix and match these and segment the inverse.
• Behavior: Count of visits > 4
• Outcome: Visits with an average order value > $120
Result: Actionable Insight
Source: Avinash Kaushik - www.kaushik.net
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10. Introducing a feature released a week ago:
Flow Visualization
Available for Google Analytics Standard & Premium
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11. Flow Visualization
3 Types of Flow Visualization Reports
" Goal Flow
" Visits Flow
" Navigation Flow
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12. Goal Flow Visualization
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13. Visits Flow
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14. Navigation Flow
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15. Navigation Flow
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16. Navigation Flow
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17. Flow Visualization Use Case
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18. Joe Christopher
Director of Analytics
Email: joe@blastam.com
Twitter: @joechristopher
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