Google Analytics Advanced Segments and Custom Reporting

Welcome to

Real Insights with Google
Analytics Segments

Hosted By

Presentation By

local-ventures.com

Nov. 6, 2013
#RealInsights

Google Analytics
Advanced Segments
and Custom Reporting
Jeff Staub COO Virante, Inc. @jeffstaub

Event Hosted By: Local-Ventures

Google Analytics Custom Reports

Google Analytics Advanced Segments



What‟s so great about Advanced Segmentation?
 View data from only the traffic sources that interest you
Apply custom reports to only particular traffic sources
Performance decisions about particular marketing initiatives
Allows you to compare different marketing channels


Sample Custom Segments
Only those visitors which converted
- Use these metrics as a target for all your campaigns
- Time on site, pages per visit, key pages

Only those visitors from Social Media
- Twitter, Facebook, Google+
Only visits from particular geographic locations
- Allow you to focus on those regions with sales efforts
Only visits that landed on a particular page and converted
- Use these as target metrics for all your campaigns


How to Set up Custom Segments


This opens the
Advanced Segments
Screen

All built-in, custom and
starred segments can
be easily applied from
here

This is also where you
create your own or
import from a gallery!


Options when creating new segments


The Conditions tab is where true custom reports are made


Apply up to 4 segments simultaneously!


The resulting reports gives you glorious color coded data!


Creating a Custom
Segment

Start by clicking “Create
new Segment”!



Name the New
Segment

Example:
“My Totally Boss
Segment”


Choose a Segment Category
Standard Categories
•Demographics
•Technology
•Behavior
•Date of First visit
•Traffic Sources
•Ecommerce
Advanced Categories
•Conditions
•Sequences


Standard Segment Types
Demographics –
Segment your visitors by age, gender, language, affinity category, and location.
*Note that some of this information requires a change to the standard Google
Analytics code.

Technology –
Options include operating system, browser, screen resolution, device category
and mobile variables.


Standard Segment Types Cont.
Behavior –
Look at visitors by how often they visit, days since last visit, transactions, and
visit duration.

Date of First Visit –
Segment by when users first visited

Traffic Sources –
Filter segments by campaign, medium, source and keyword.

Ecommerce –
Segment users by revenue, days to transaction, product, and product category


Advanced Segment Types

Conditions –
This segmentation allows you to create custom views
based on your specific needs.
You can create segments based on a wide variety of
variables and even exclude particular types of traffic as
well as create „And / Or‟ multi-level conditions.


Advanced Segment Types

Sequences –
Allows you create multi-step
segments in order to view
metrics of only those users
following a particular pattern
of your choosing.


Edit and Share!
You can also edit, copy, share
and delete any of the custom
segments you make.
In order to share you simply click
on „Share‟ and a URL will be
made which you can share via
email or IM.


Crowd Sourcing your Advanced Segments
•Currently there are 22 built-in segments
•If these are not sufficient for your needs you can import from a gallery!


Gallery Imports

•Search
•Sort
•Filter by Rank
•Filter by Category


Gallery Imports

1. Select a segment from
the gallery
2. Google Analytics will
import all the
Advanced Segments
and Custom Reports
directly into your
account!


There are literally thousands of different variations of advanced segmentation
which can help you make better decisions and gain greater insight into the
quantity and quality of traffic to your website.

Some examples to try:
• Create a segment that only tracks social media like Twitter, Facebook, and
Google+
• Create a segment that only tracks Google organic traffic and compare that to a
segment that only tracks Bing organic traffic
• Create a segment to track only email marketing efforts


Custom Reporting in Google Analytics
Custom Reports Allow you to create, edit and share reports specific to your individual needs.
You can create reports that include virtually any of the metrics available in
Google Analytics.

Some possible combinations may be:
•City and Browser
•Visits, Pageviews, and Bounce rate
•Landing Page, Keyword and Location
•Mobile Visits, Average Download Time


Some Definitions
In order to create a custom report you will need to specify at least one
dimension and one metric.

Dimensions: “Describe Data” –-visits, visitors, pages, products, and events
-Examples are Visitor Type, Source, Page Title, and Product SKU

Metrics: “Measure Data” –
-These are numeric measurements.
-Examples are Pageviews, transactions, number of visits
Note there are some metrics and dimensions which can‟t be paired!
- Google has a list of valid dimension-metric combinations.


Making Custom Reports

To begin making custom reports
click on the „Customization‟ tab in
the orange navigation.



Next you will click on the „New
Custom Report‟ tab


Next you will name the new report
Name the tab of the report
Choose a metric (click add metric)
- Examples: Page per Visit, Average
Duration, Screenviews
Choose a dimension (click add dimension)
- Examples: Browser, Exit Page, Session
Duration
Choose a filter (optional)
Select view options (optional)


You have options to edit, copy,
share, and delete
You can add multiple tabs to make
seeing custom views more efficient
Example: One tab for organic, one
for paid and one for social.

Filters allow you include or exclude
any particular dimension
Example – Exclude visits from
Ask.com



Just like Custom Segments you are
able to Import from Gallery!
This is a great way to get started
with Custom Reports
Recommend Gallery Reports:
Occam‟s Razor Awesomeness
New Google Analytics User Starter
Bundle


To get familiar with creating custom reports and advanced segments first import
some from the gallery then click edit to see how they were set up.
Then add any new dimensions and metrics you like!
You can always delete custom reports and advanced segments and start over!

Happy Analyzing!


Google Analytics Advanced Segments and Custom Reports
Advanced Segments
http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/
http://analytics.blogspot.com/2013/07/re-imagining-segmentation-in-analytics.html

Custom Reports
https://support.google.com/analytics/answer/1033013?hl=en&ref_topic=1012046

General Analytics Blogs
http://www.kaushik.net/avinash/
http://analytics.blogspot.com/
http://www.lunametrics.com/blog/


Questions?
Visit
www.virante.org


Google Analytics Advanced Segments and Custom Reporting

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