- In this video, I'm going to show you
how you can use the advanced segments feature
of Google Analytics to enhance your analysis ability
and turn your data into insights.
What they are and how they work, all and more coming up.
So let's dive in.
Hi there and welcome to another video of Measureschool.com,
where we teach you the data driven way
of digital marketing.
My name is Julian and today we are gonna talk about
Advanced Segments, which can be found within
Google Analytics, up here.
In this video, I'm gonna give you a short overview
on what they are and how to use them.
Now by default we are looking at all the users that
are coming to our website, and
Google Analytics gives us very insightful
reports already about where the user, for example, came from
and what he did on our website.
Now by default in these reports that we have in
Google Analytics we take into account 100% of
all the users that came to our website
so we get an accurate view on, for example, which channel
the user came from in.
For example, in this report Google Analytics for us
breaks it down, so it takes a subset
of the whole session base and represents it in one column.
So for example here the Google Organic account
accounts for 12% of the total traffic.
And this is in essence already a bucket or
a group of sessions who came to our website
through the Google Organic channel.
So in the reports Google Analytics
already segments for us automatically.
Now what if we wanted to look at
the Google Organic traffic here in another report?
So for example we have a Geo-location report here
to see where did all our users come from
but this by default again looks at all the total visitors
coming to our website.
So we have this Advanced Segments feature
where we can actually segment down
on a particular user group.
So we can add a segment here and say
we just want to look at our organic traffic,
which is the Google organic traffic.
We can add that and let's get rid of our all users up here.
Click on Apply and the data will be crunched,
so will only represent our 12% of
data that came through the organic channel
and we can again look at our location charts
and see how many people actually came to our website
organically from which country.
So one used case for these custom segments is
actually porting over one of the other segments
that you have to find in another report to
a completely different report,
buy you can do more.
You can even compare two segments against each other,
so we could take for example organic traffic,
but compare it also against the pay traffic.
Let's apply this.
And we see 11% of our traffic was paid,
12% was organic.
How does that compare?
Well we see a big discrepancy between the
organic traffic coming from Germany
and the pay traffic coming from Germany.
No session was generated from pay traffic
that was from Germany.
You can look down.
Here in the Netherlands, we have 29 sessions generated
and three came through pay traffic.
Now, once we have defined these custom segments up here,
and go to another report.
For example, the All Pages report and our site content
these would stay
active,
so we still have the comparison
here in the chart, also divided by the
two colors that you see here
and you can already spot some differences here
because we didn't have any pay traffic
until the 28th of March on this page,
and then it suddenly took off,
and when we look at our table here
we also have the distinction between
organic and pay traffic now.
So you can see two metrics accounts in one table,
which is great because you can again spot differences
and see what is performing particularly well for the
pay traffic and what is performing well
for the organic traffic.
So custom segments are really a great way to look at data
in comparison or just look at a
subset of traffic that you have on your site,
but there is so much more to custom segments.
You can add a lot of different other custom segments.
Google Analytics has actually some built-in segments
prepared for you, so you can look through this.
Like the referral traffic or
the bounce traffic.
An interesting one is also looking at mobile traffic
versus desktop and tablet traffic.
How does that perform and maybe
spot weaknesses in your page
but also compare again the locations.
For example, here it seems that we have
a lot of people coming through our mobile traffic
and in total, we can also see that desktop is still
ahead of mobile traffic, but for some countries
this has been turned around,
so for example on Pakistan, we see a lot more
mobile traffic than tablet traffic on this page.
So custom segments can really help you to
break down your existing traffic
on the page
and only looking at a subset that is relevant
to the analysis that you are doing at the moment.
So if you are working as a social media manager,
you might want to add a custom segment just for
social traffic and all the reports that you have been
working with previously get so much more valuable
because you are only looking at
the user group that actually came from social
and see how they behave maybe differently
to other channels that you have on your website.
So always be segmenting.
Very important.
There is much more to segmentation, which we will get
into in later videos.
This was just a quick overview
and I hope you will be able to use custom segments
now to further analyze the data that you see
in your Google Analytics account.
This was a quick overview over the usage of the
custom segments feature.
You can also create your own custom segments,
which we will get into in a later video.
If you like this video, please give us a thumbs-up
and subscribe to our channel
so we can bring you more videos every Thursday.
My name is Julian.
Till next time.