(bright music)
- [Samantha] The more in-depth
and customer reporting area of Google Analytics
is almost entirely based on user segmentation.
Advanced segments, user properties, events, dimensions,
and audiences are all available in the explorations tool
of report building here.
It's appropriate that they're called explorations
because this tool is used to create ad hoc reports,
and it's meant to be used in the interface
rather than elaborate dashboards
and full presentation type reports.
After selecting Explorations,
you'll get to a screen with different options
for custom reports and interactive visualizations.
Once you're familiar with the different methods available,
building these explorations can become
an ongoing process for analysis.
You'll also have the ability to build explorations
in the Google Merchandise Store demo account
since edit permissions are not required.
Anything you do here along with your own account
will not affect the data or permanently alter
any other reports.
And as another note, exploration reports are sometimes
referred to as advanced analysis reports.
I'll select the option to create a free form exploration.
This is a canvas and all of your options
will be in the left panel.
Upon first look, it seems like you're limited
to only a few segments, dimensions, and metrics,
but before you create reports,
you can pull in what you'd like to use instead of,
or in addition to this default configuration.
Your variables are in the panel for you to apply anywhere.
It's kind of like organizing a toolbox
because the drawer will stay the same
throughout all of your explorations,
even if you add additional tabs.
There's a lot here and you aren't limited
to tables and free form reporting.
If you'd like a visualization instead,
you can switch to those at the top of techniques
and change it to something like a donut chart
or a scatterplot.
To create a new segment,
select the plus option under the Variables column.
If you've used the audience or comparison tools,
this will look very familiar.
Segments give you the opportunity to use custom conditions
in addition to the templates as well.
I can go to the custom option, choose a scope,
and define the subset of users
who are engaged with the content
and have had at least five page views.
I could also take it a step further
and add an engagement event around scroll.
What this event will do is track when users
get to 90% of the way down a page.
After that, the dimensions of the measurements
need to be added.
Because the merchandise store has campus products
that relate to specific cities, I'm going to keep City,
but move it to columns instead of rows.
Then I can use audiences in these reports too.
If I add audience name as a dimension,
I can create a table for another level
of segmentation comparison.
There are also filters, so I'll add a filter
to just look at San Francisco and Sunnyvale, California
to see the target group for those specific campuses.
Get a little more advanced,
I'll use regular expressions and choose matches regex.
The reason I'll do that is because I want this filter
to cover both cities and say San Francisco or Sunnyvale.
And in regular expression,
one of the most useful symbols is that or symbol,
which is the up and down pipe right above your Return key.
Now, I'm only looking at those two cities,
and also still I'm just looking at the segment
of engaged users with over five page views,
and also scrolling activity.
Values can be nested,
so I can add another layer of comparison
by adding first user medium
to see how we acquired these engaged users.
Now that segments and dimensions are available,
they can be applied and reapplied
in multiple exploration tabs.
With explorations, there are also reporting methods
and visualizations that were previously only possible
using SQL custom code or pulling the data
out of Google Analytics.
Now, hours of manual analysis are saved,
so it's a useful part of the platform
that can be part of your overall segmentation workflow.
(casual music)