Advanced Segmentation: Maximizing Insights with New Google Analytics

What's the buzz surrounding Google Analytics' revamped Advanced Segments? Let's explore some of the exciting possibilities and best practices for leveraging these new features:

1. Access all standard and custom Google Analytics reports tailored to users and visits that meet specific criteria.

2. Craft custom segments effortlessly through the user-friendly interface, covering five types: Demographics, Technology, Behavior, Date of First Visit, and Traffic Sources.

3. Integrate demographic data, including age, gender, and interests, into your segmentation strategy.

4. Import custom segments created by the Google Analytics team and fellow users.

5. Facilitate segment sharing by generating custom links for others to utilize.

Let's dive into the details on how you can start harnessing the power of Advanced Segments today, whether you're familiar with the previous setup or new to Google Analytics.

To utilize Advanced Segments in the new Google Analytics, follow these steps:

Click on the dropdown arrow located next to the default "All Visits" view.

This action will activate the Advanced Segments screen.

The default view displays all your advanced and custom segments. You can use the tabs to filter and view built-in segments, custom segments you've created, or your favorite segments that you've marked with a star. Additionally, you have the option to search for your advanced and custom segments.

To choose segments for viewing, simply click on them or drag them to the designated spaces at the top. You have the capability to view a maximum of four segments simultaneously.

Once you've made your segment selections, click the "Apply" button at the bottom to access and analyze your data.

To eliminate a segment from your view, simply click the "x" located at the top right corner of each circular box.

Click the "+ New Custom Segment" button. Name your custom segment. Choose from the available five segment types.

You can create custom segments based on five types:

1. Demographics: Segment users by age, gender, language, affinity category, and location. Ensure your Google Analytics code supports these options by checking Audience > Demographics > Overview.

2. Technology: Segment users by operating system, browser, screen resolution, device, and mobile usage.

3. Behavior: Segment users by visit frequency, transaction history (number of visits, days since last visit, and visit duration).

4. Date of First Visit: Segment users by the date of their initial visit.

5. Traffic Sources: Segment users based on how they discovered your site, utilizing campaign, medium, source, and keyword fields (similar to UTM parameter tags on your URLs).

For a custom segment setup resembling the previous method, select the "Conditions" option under Advanced. This allows you to add up to 20 and/or filters to your custom segment.

You also have the option to craft custom segments that segment users and their visits based on sequential conditions.

After configuring your custom segment, you can preview the results and perform a test to ensure its functionality before saving it. Should you need to make modifications later, simply click on the settings wheel icon located on the segment itself.

You'll also have the option to share your custom segment with others through a custom URL. It's important to note that only the configuration of the custom segment will be shared, without divulging any of your website data.

If you're not currently prepared to create your custom segments and desire a broader selection beyond the existing 22 built-in segment options, you can utilize the "Import from Gallery" button to acquire additional segments crafted by the Google Analytics team and other users of Google Analytics.

Clicking the "Import" button for any of these segments will lead you to a confirmation screen where you can confirm your intent to import them into your Google Analytics profile.

To access your imported segments, navigate to the "Custom segments" view.

There are numerous ways you can leverage Advanced Segments to gain deeper insights into your website traffic. Here are a few engaging examples that you can create and simultaneously explore in Google Analytics to enhance your understanding of users and visits.

Here are some valuable custom segment ideas for optimizing your insights in Google Analytics:

1. Craft custom segments for traffic originating from social media networks, search engines, and various traffic channels to identify which sources drive the most valuable traffic.

2. Develop custom segments for different age groups to analyze their preferred pages and the duration of their visits on your website.

3. Build custom segments tailored to specific keywords you are targeting through AdWords campaigns.

4. Generate custom segments for distinct campaigns you are tracking using UTM parameters.

For further inspiration, explore the Google Analytics Custom Solutions Gallery within the Analytics Solutions menu. You can browse and even import, modify, and adapt community-provided segments to suit your business needs.

Have you experimented with the new segmentation feature? We'd love to hear your thoughts or any segment ideas you've found particularly useful!