Understanding Segmented Data | Google Analytics

In this lesson, we will cover off the basics of the Segments Data within Google Analytics, as well as review a series of advanced segmentations that we have created in the Premier Institute of Education account.
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logo bigWe would like to thank Premier Institute of Education for allowing us the use of their metrics for this lesson. 

Premier Institute of Education are innovative leaders in the education industry offering dynamic courses in Youth Guarantee, Hairdressing, Barbering, Beauty Therapy, Nail Technology, Make-up And Skin Care.

Premier has several renowned campuses situated throughout the North Island in Auckland, Napier and Wellington.

You can visit https://pie.ac.nz/ for more information.

Purpose Of This Lesson

The purpose of using Segmented Data is to understand your website and audience in-depth. Advanced segments in Google Analytics allows you to isolate and analyse the specific sets of website traffic. This helps the businesses making the informed decision to achieve your objectives.

1. Introduction Of Segment Data

Introduction Of Segment Data

In Google Analytics, users are able to create segmentations that specify the website data you receive in every standard view.

This is an advanced filter option to segment the entire data into a specific subset, which helps businesses to better understand the website and users behaviour.

The segment data could be users from a particular country or city; users who purchase a particular line of the products; users spend a level amount of revenue; or who visit a specific part or pages of your website.

Why Use Segment Data

The segmentation of Analytics data makes marketers draw conclusions wisely. Without Segment Data in Analytics, all data you received is aggregated.

It’s hard to build a valid strategy based on non-specific aggregate data. Segment Data is more powerful since it helps marketers isolate and compare different traffic sources, in order to make important business decisions and achieve the company goals.

2. Why Using Segment Data NEW
3. What You Can Do With The Segment Data NEW

What You Can Do With Segment Data

The best way / practice of using Segment Data:

>> Compare the standard data versus segment data within Google Analytics that match specific criteria

>> Create bespoke segmentations to easily read data in Analytics. For example, five types of custom segments including Demographics, Technology, Behaviour, Data Of First Session, Traffic Sources

>> In-depth understanding of users behaviour and engagement through Age, Gender, Interests etc

>> Create audience list from the segments and use them for Google campaigns or Optimise experiments

>> Share the bespoke segmentations with relevant staff using a custom link

System Segments vs. Custom Segments

>> System Segments
Google Analytics has default segments which you could find in the “System” section. For example, there is an Organic Traffic segment that groups all the website users who came from an Organic Search. There is also a Converters segment which includes all the users who have converted on your website.

>> Custom Segments
There are a wide range of custom segmentations that you could create in the Analytics account. For instance, you can create a custom segment that focuses on a particular traffic source / medium - users came from Paid Search. Or a segment that filters out all visitors that spend less than 5 minutes on your website.

4 v2. System Segments vs. Custom Segments
5. How To Use Segments Data

How To Use Segments Data

To create a new custom segment, navigate to Audience Overview and click the “+New” button. Then you will be able to name your custom segment and choose from the five types of segments - Demographics, Technology, Behaviour, Data Of First Visit, Traffic Sources.

>> Demographics - To segment your website users by their demographics information like Age, Gender, Language, Interests etc.

>> Technology - To segment your website users by their browser, devices, and mobile operating system etc.

>> Behavior - To segment your website users by engagement, how often they visit, visit duration etc.

>> Date Of First Visit - To segment your website users by when they first visited your site

>> Traffic Sources - To segment your website users by how they arrived your website like channel, source, medium, campaigns (UTM tracking tags required)

Analyse Data With Segments

Select the two segments (either from the system segments or custom segments) that you would like to compare. In this example, we will use two segments for comparison, Converters versus Non-converters. Overview report indicates the percentage / numbers of Converters and Non-converters contributed to the total website traffic within the date range.

Understanding the website users who convert helps marketers refine the successful aspects of your marketing strategy. Also helps to improve the audience targeting through Google Campaigns.

6 v2. Analyse Data With Segments

What is a segment in Google Analytics? Group 2 Created with Sketch.

A segment is a subset of your Analytics data which is filtered out from your entire website users.

Marketers can use segmentation as the basis for the audience. For instance, the Segment data could show users who are from a particular country or city, or users who are from a specific channel / source / medium / campaign.

Why Should I Use Segments? Group 2 Created with Sketch.

Google Analytics Segment Data provides a structured analysis of the effectiveness of website users' journeys. Which helps marketers to identify the potential improvements of the website and make valid marketing strategy.

What Are The Recommended Segments? Group 2 Created with Sketch.

  • Segmentation by Converter vs. Non-converter 
  • Segmentation by Traffic Sources
  • Segmentation by Visitor Types (New vs. Returning Users)
  • Segmentation by Geography (Location / City)
  • Segmentation by Demographics (Gender / Age)
  • Segmentation by Engagement (Time On Site)
  • Segmentation by Value (Amount of Transaction / Revenue)

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