- We said that segmentation is the key
in the first step to any analysis.
Now Google Analytics is overloaded with
segmentation options for us to
isolate those certain groups of traffic.
For example, it's easy to come here
in the location report then go into our audience
and then down here in the Geo and Location
and here we can see our users split out by country
or we could select city
or as we've seen before we can head over
here to acquisition to one of my favor reports
the Channels report to understand how our
users are coming to our site.
We can individually click on one of these
and we can see a subsection of those
so where exactly the landing page that they're
coming in to these direct ones are.
But what if you wanted to combine these?
Going back to the main Channel report
what if you wanted to see the most popular countries
that users are from that reach the website
from these particular channels?
Coming back here and click all that would bring me
back to the main Channels report.
Now in order to do that what I could do is add
a secondary dimension.
I've got my primary dimension here the channel
grouping but I could go to a secondary dimension
type in country
and what we'll see here is you'll see
the largest percentage of these users
are coming in through organic search
and from the United States.
The next one, Direct, United States referral
but the fourth one here Organic Search India.
Okay, so that'll split these out by these permutations
but what if I just was interested in users
from the United States here in the Channels report?
Now, sure I could come up here to the advanced
filter like we saw before I could select country
matching exactly United States and see only
the traffic broken up from US users,
but that would only go for this report.
If I know that I want to continue this analysis
of this segment through multiple reports,
there's actually an easier way to tell
Google Analytics you'd like to apply this segment to
your entire analysis.
And you can segment not just by one demographic
but all kinds of aspects depending on how we want
to isolate that target group.
So what we're gonna do
is we're gonna come up here to the top
and we're gonna see this all users
next to there we're gonna click add segment.
When we open that up we see the different
segmentation options here.
In the System option there are the ones that are
kind of pre-done, these are out of the box segments
that Google's already created for you
for use with this demo account.
You can scroll through these and take a look.
Most of them are fairly self-explanatory:
Mobile and tablet traffic, or people who made a purchase
people who converted, that kind of thing.
But the real power comes when you can start to
create your own.
So let's do that, let's come up here and create
a new segment by, of course,
clicking the new segment button.
And that's gonna open up
this dialog box.
So we have some demographic options.
Let's go first name this and that'll give us
an idea what we're after here.
Let's say we want US male English language
users
ages
25-34
and they're running
Windows OS.
Okay, so we said 25-34,
we said male,
we said that
we wanted the language to be contain English
and I'm gonna say all kinds of English.
From there we don't know that the browser's
gonna say exactly and said US
but we're gonna specify US not with the
language in the browser but coming down here
and selecting country contains cause then
as we start typing it'll give us the options
in this case United States.
And the last one is we need to switch over here
to the technology we said the operating system
was going to be Windows and for now we don't want
Windows phone, we just want-well actually this will
catch both of them so if there's anything that has
Windows in there.
Okay, so we've created our segment here fairly
simple, we just laid out the options that we want,
click save,
and there you go.
This is our new segment.
We see down here that this is going to apply
only folks that match this so you can see
these are only going to be United States
because we've already selected that here
inside of our segment and we see all the
different channels that they're coming through
so in this case I could take away the country
as a secondary dimension because it's just validating
what we've done but not providing any other data.
Now if we wanted to compare this against all of these,
we can come back here and we can select all users
if we want to understand how people are comparing
to that.
So we select all users in our segment,
we apply that as well.
Now, in this particular case we can see up here that
my first segment, the users that are the US male,
English language are such a small percentage
of the traffic compared to all the users
that it's not a very useful way to do the analysis.
It's about 1% of these but again you can add these
segments on top of each other
and it will allow you to compare
one versus the other inside of the same analysis.
Okay so that's your segmentation.
Now you can see how powerful this is
when you can apply these custom segments
and break the data in your analytics reports.
This really is one of the most critical tools
in the analyst's tool box.
These segments are a great way to find
information on a specific audience without
having to apply a permanent view filter.
And they can really help tell the story of
that segment across numerous reports
as you go through.