Segments in Google Analytics

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segment the data, you will never find the good, the bad, or the wonderful. Plus, we all know that your customers take different journeys on your awesome website, so you want to know how your marketing channels perform, and how to find your best customers, as well as how to enhance channels and help customers that are struggling. Segments can be super sweet and juicy, but there are a few pips that you’ll want to avoid, the kind of pips that get lodge in your reporting throat and choke you on your own “insights.” You want to use Google Analytics to find answers to your question like an easy-peel clementine, so let’s dive into what you can do with these little gems.

Marketing

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
SEGMENTS:  
HOW TO GET JUICY
INSIGHTS AND AVOID
THE PIPS

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
THAT TIME OF THE MONTH
© THE COLORING IN DEPARTMENT 2019 @ColoringIn

© THE COLORING IN DEPARTMENT 2019 @ColoringIn

© THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
BEST
Who are your best users?
Low Cost & High Return on
Investment (ROI )
WORST
Who are the worst users?
High Cost & Low Return on
Investment (ROI )
You also want answers to
your questions.
For example. How did my last campaign do?
Show me all the users from New York. Show all
my traffic from Organic Search. Etc

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
Google Analytics Data Model
Interaction
(Hit)
Hit!Hit!Hit!
Hit!Hit!
Session
(Visit)
User
(Visitor)

SESSION SEGMENT
Session 1
The ﬁnal session where
the users interacted with
site also includes the
ﬁnal session that the user
converted
Hit!
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

SESSION SEGMENT
Session 1
Session 2
Session 3
The ﬁnal session where
the users interacted with
site also includes the
ﬁnal session that the user
converted
Hit!
Hit!
Hit!
© THE COLORING IN DEPARTMENT 2019 @ColoringIn

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
SEO REVIEW

DATA STUDIO
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
HERE IS ONE I  
MADE EARLIER

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
Your data
SaaS
•MRR

INSERT INSTRUCTOR NAME
TITLE, COMPANY
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
Your data
SaaS
•MRR
Education

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
SYSTEM SEGMENTS

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
Session Based System Segments:
• Bounced
• Direct Trafﬁc
• Mobile and Tablet Trafﬁc
• Mobile Trafﬁc
• New Users
• Organic Trafﬁc
• Paid Trafﬁc
• Referral Trafﬁc
• Returning Users
• Search Trafﬁc
User Based System Segments:
• Converters
• Made a purchase
• Multi-session Users
• Non-Converters
• Performed Site Search
NOT ALL SESSION BASED

© THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn

INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
YOUR SEGMENT OPTIONS
DEMOGRAPHICS
The people, places, ages

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
YOUR SEGMENT OPTIONS
TECHNOLOGY
The Device, Browser

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
TRAFFIC SOURCES
Which campaigns, channels,
keywords

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
BEHAVIOUR
Recency, frequency visits and
£$€

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS
DATE OF FIRST
SESSION
Cohorts of users

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
ADVANCED SEGMENTATION: CONDITIONS

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
ADVANCED SEGMENTATION: SEQUENCES

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
ADVANCED CONDITIONS

INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
ORGANISE
YOUR DATA
WITH
CALCULATED

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
CASE STATEMENTS IN DATA STUDIO
CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END
CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END
WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”

INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn
USE CASE STATEMENTS TO GROUP DATA

© THE COLORING IN DEPARTMENT 2019 @ColoringIn
THECOLORINGINDEPARTMENT.COM

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7. © THE COLORING IN DEPARTMENT 2019 @ColoringIn BEST Who are your best users? Low Cost & High Return on Investment (ROI ) WORST Who are the worst users? High Cost & Low Return on Investment (ROI ) You also want answers to your questions. For example. How did my last campaign do? Show me all the users from New York. Show all my traffic from Organic Search. Etc

8. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Google Analytics Data Model Interaction (Hit) Hit!Hit!Hit! Hit!Hit! Session (Visit) User (Visitor)

9. SESSION SEGMENT Session 1 The ﬁnal session where the users interacted with site also includes the ﬁnal session that the user converted Hit! © THE COLORING IN DEPARTMENT 2019 @ColoringIn USER SEGMENT Session 1 Session 2 Session 3 All the sessions that belong to that user Hit! Hit! Hit! And the interactions they had on the site

10. © THE COLORING IN DEPARTMENT 2019 @ColoringIn USER SEGMENT Session 1 Session 2 Session 3 All the sessions that belong to that user Hit! Hit! Hit! And the interactions they had on the site

11. SESSION SEGMENT Session 1 Session 2 Session 3 The ﬁnal session where the users interacted with site also includes the ﬁnal session that the user converted Hit! Hit! Hit! © THE COLORING IN DEPARTMENT 2019 @ColoringIn

12. SESSION SEGMENT Session 1 Session 2 Session 3 The ﬁnal session where the users interacted with site also includes the ﬁnal session that the user converted Hit! Hit! Hit! © THE COLORING IN DEPARTMENT 2019 @ColoringIn USER SEGMENT Session 1 Session 2 Session 3 All the sessions that belong to that user Hit! Hit! Hit! And the interactions they had on the site

14. DATA STUDIO © THE COLORING IN DEPARTMENT 2019 @ColoringIn INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn HERE IS ONE I   MADE EARLIER  

20. DATA STUDIO © THE COLORING IN DEPARTMENT 2019 @ColoringIn INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn THE PIPS

22. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Session Based System Segments: • Bounced • Direct Traffic • Mobile and Tablet Traffic • Mobile Traffic • New Users • Organic Traffic • Paid Traffic • Referral Traffic • Returning Users • Search Traffic User Based System Segments: • Converters • Made a purchase • Multi-session Users • Non-Converters • Performed Site Search NOT ALL SESSION BASED

23. © THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn© THE COLORING IN DEPARTMENT 2019 @ColoringIn

36. DATA STUDIO © THE COLORING IN DEPARTMENT 2019 @ColoringIn INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn WHAT CAN YOU SEGMENT

42. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS TRAFFIC SOURCES Which campaigns, channels, keywords

43. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS BEHAVIOUR Recency, frequency visits and £$€

44. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS DATE OF FIRST SESSION Cohorts of users

45. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONSYOUR SEGMENT OPTIONS ENHANCED ECOMMERCE Revenue, Product, Brand

46. DATA STUDIO © THE COLORING IN DEPARTMENT 2019 @ColoringIn INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn WHAT CAN YOU SEGMENT

55. © THE COLORING IN DEPARTMENT 2019 @ColoringIn USER SEGMENT Session 1 Session 2 Session 3 All the sessions that belong to that user Hit! Hit! Hit! And the interactions© THE COLORING IN DEPARTMENT 2019 @ColoringIn

59. DATA STUDIO © THE COLORING IN DEPARTMENT 2019 @ColoringIn INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn DATA STUDIO

63. INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn ORGANISE YOUR DATA WITH CALCULATED

64. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CASE STATEMENTS IN DATA STUDIO CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”

65. INSERT INSTRUCTOR NAME TITLE, COMPANY INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2019 @ColoringIn USE CASE STATEMENTS TO GROUP DATA

Segments in Google Analytics

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