segment the data, you will never find the good, the bad, or the wonderful. Plus, we all know that your customers take different journeys on your awesome website, so you want to know how your marketing channels perform, and how to find your best customers, as well as how to enhance channels and help customers that are struggling. Segments can be super sweet and juicy, but there are a few pips that you’ll want to avoid, the kind of pips that get lodge in your reporting throat and choke you on your own “insights.” You want to use Google Analytics to find answers to your question like an easy-peel clementine, so let’s dive into what you can do with these little gems.

1. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
SEGMENTS:
HOW TO GET JUICY
INSIGHTS AND AVOID
THE PIPS

2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
THAT TIME OF THE MONTH
© THE COLORING IN DEPARTMENT 2019 @ColoringIn

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BEST
Who are your best users?
Low Cost & High Return on
Investment (ROI )
WORST
Who are the worst users?
High Cost & Low Return on
Investment (ROI )
You also want answers to
your questions.
For example. How did my last campaign do?
Show me all the users from New York. Show all
my traffic from Organic Search. Etc

8. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Google Analytics Data Model
Interaction
(Hit)
Hit!Hit!Hit!
Hit!Hit!
Session
(Visit)
User
(Visitor)

9. SESSION SEGMENT
Session 1
The final session where
the users interacted with
site also includes the
final session that the user
converted
Hit!
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

10. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

11. SESSION SEGMENT
Session 1
Session 2
Session 3
The final session where
the users interacted with
site also includes the
final session that the user
converted
Hit!
Hit!
Hit!
© THE COLORING IN DEPARTMENT 2019 @ColoringIn

12. SESSION SEGMENT
Session 1
Session 2
Session 3
The final session where
the users interacted with
site also includes the
final session that the user
converted
Hit!
Hit!
Hit!
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
SEO REVIEW

14. DATA STUDIO
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
HERE IS ONE I
MADE EARLIER

15. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Your data
SaaS
•MRR

16. © THE COLORING IN DEPARTMENT 2019 @ColoringIn

17. INSERT INSTRUCTOR NAME
TITLE, COMPANY
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
Your data
SaaS
•MRR
Education

18. © THE COLORING IN DEPARTMENT 2019 @ColoringIn

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20. DATA STUDIO
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
THE PIPS

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SYSTEM SEGMENTS

22. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Session Based System Segments:
• Bounced
• Direct Traffic
• Mobile and Tablet Traffic
• Mobile Traffic
• New Users
• Organic Traffic
• Paid Traffic
• Referral Traffic
• Returning Users
• Search Traffic
User Based System Segments:
• Converters
• Made a purchase
• Multi-session Users
• Non-Converters
• Performed Site Search
NOT ALL SESSION BASED

23. © THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn

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27. © THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn

28. INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn

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36. DATA STUDIO
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
WHAT CAN YOU
SEGMENT

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38. © THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn

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40. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
YOUR SEGMENT OPTIONS
DEMOGRAPHICS
The people, places, ages

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YOUR SEGMENT OPTIONS
TECHNOLOGY
The Device, Browser

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YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
TRAFFIC SOURCES
Which campaigns, channels,
keywords

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YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
BEHAVIOUR
Recency, frequency visits and
£$€

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YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
DATE OF FIRST
SESSION
Cohorts of users

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YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
ENHANCED
ECOMMERCE
Revenue, Product, Brand

46. DATA STUDIO
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
WHAT CAN YOU
SEGMENT

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ADVANCED SEGMENTATION: CONDITIONS

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ADVANCED SEGMENTATION: SEQUENCES

55. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions© THE COLORING IN DEPARTMENT 2019 @ColoringIn

56. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
ADVANCED CONDITIONS

57. © THE COLORING IN DEPARTMENT 2019 @ColoringIn

58. © THE COLORING IN DEPARTMENT 2019 @ColoringIn

59. DATA STUDIO
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
DATA STUDIO

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63. INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
ORGANISE
YOUR DATA
WITH
CALCULATED

64. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
CASE STATEMENTS IN DATA STUDIO
CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END
CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END
WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”

65. INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
USE CASE STATEMENTS TO GROUP DATA

66. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
THECOLORINGINDEPARTMENT.COM