Slice & Dice Google Analytics Segments
In just 10 short steps you can slice and dice your Google Analytics with segments.
Segment: A literal chunk of traffic you want to analyze separately from other visitors.
1. Learn Custom Segments
Navigate to the menu from the admin panel to see the segments option under personal tools & assets.
Inside the segments dashboard you can manage, edit, and share custom segments. The big red button is where we can create new segment. In this Google Analytics tutorial we're going to build a "Country" segment to only look at USA based traffic.
2. Segment Ideas
Segments are slightly different when compared to a filter. There's more theory that goes into what's a segment and why it does not work with some filters, etc. The big idea is a segment applies to ALL of your traffic and a filter is for a specific report. For the sake of argument; they're different.
- Transaction vs. Non-Transaction
- Traffic Source
- Time Till Conversion
- Conversion Sequences
- Custom Criteria
To successfully build a segment. The key is to define the business question first.
The question where going to answer is: "What traffic sources does my USA traffic come from?"
3. County Specific Segment
The segment builder is very initiative. The following steps are really easy to follow if you have the business question in mind. This is how we build a USA only segment.
- Name the segment.
- Select the field and country.
- Select "matches RegEx"(this is more advanced, but 'contains' and 'equals' can give similar results - but they're less strict).
- Choose the country.
- Save the segment.
That's it! You've made your first Google Analytics Country Specific Segment.
4. Acquisitions > Channels
We're going to navigate to the channels report for testing purposes.
Make sure you can navigate to this report first.
5. Click + Add Segment
The segment toolbar is present on nearly every analytics reports.
Notice that the default is going to be "All Users" and there's another block to the right called "Add Segment" - that's what we're looking for.
6. Apply Segment
The Segment Toolbar is similar to the segment builder we worked with previously. It's a bit more robust and it allows you to manage, create, and turn on/off your segments.
- Search for the USA segment we created.
- Notice that "All Users" - which is the default - and "USA" are now visible.
- Check the USA segment.
- Uncheck the All Users segment.
- Click Apply.
You should see the USA segment only inside the top navigation of your Channels report.
7. Removing 1 Segment
Just like before, click the add segment button to make the segments appear.
The other way is to just click the down carrot on the USA segment.
Click remove to turn off this segment.
8. Turn Off All Segments
If you remove the USA segment and it's the only Segment we have on, it will default to All Users.
9. Turn On Multiple Segments
Compare multiple countries and cities in this example image. Define the criteria, business questions to use elaborate segments to compare and analyze your traffic.
You've finally built a custom segment that can slice & dice your Google Analytics custom reports tutorial with little effort. Work like a pro inside your data and finally take charge of your newly reclaimed insights.