How To Utilize Google Analytics' Advanced Segments

Google Analytics provides users the opportunity to customize reporting content for your online marketing efforts, drilling down to the exact information that is required. Whether you are looking to capture visitor data from an A/B test, measuring conversion types, or locating something completely unique to your campaign, Google Analytics’ Advanced Segments is a great jumping off point to help locate that specific information.

Creating segments is quick and can be immediately applied to the specified date range of your online marketing campaign. Depending on whether you are utilizing the new analytics or the previous version, the location to access the advanced segments will differ but both are located above the fold, labeled “Advanced Segments” in a pull down menu.

1. First thing’s first. Decide what type of visits you are trying to measure and the Metrics or Dimensions that match this measurement in the left hand column. For example, let’s say you are looking for visitors that resulted from organic search and visited a certain page of the site. Therefore, the selected Dimensions will include the Traffic Source’s Medium and the Content’s Page. 

2. After deciding on the necessary Metrics or Dimensions, drag and drop the first dimension, Traffic Source’s Medium, to the “dimension or metric” box. Once added, Condition and Value will appear.

3. Condition is the relation between the Metric or Dimension and Value. If we refer back to the example, the first half of the inquiry is locating visitors that resulted from organic search. Therefore, the Dimension would be “Medium”, Condition would equal “Matches Exactly”, and Value is “Organic”.

4. Advanced Segments has the ability to create “and/or” statements. In regards to the original example, our inquiry requires an additional “and” statement, which includes the Dimension of a Content’s Page. Repeat Step 3 to include an additional statement.

5. Name the segment and click “Test Segment” to see the number of visits that would appear in this type of segement.

6. Name the segment and select “Create Segment” or “Create and Apply to Report”.

And that’s it! There are several other Dimensions and Metrics pairings to explore, which could help bring greater detail and insight to online reporting. For example, if you are testing keywords for a search engine optimization (SEO) strategy, consider creating an advanced segment that includes the selected keywords and the source. Perhaps you are running a mobile campaign. Select the visitor type, which is mobile, and possibly pair with landing or exit pages.

By utilizing segments and noticing how and where visitors navigate your site, you will be able to enhance the online marketing campaign for your targeted audience as well as your organization and begin to see a greater return on investment. If you are interested in learning more about optimizing your current Internet strategy, contact SteadyRain today.