Creating Custom Segments in Google Analytics

When it comes to data analysis, segmentation is the most powerful technique to get deeper insights out of your website data. There are multiple predefined segments in Google Analytics, which are helpful in many cases, however in most cases you need to create to your own segment.

To create a custom segment, click on Advanced Segment pull down on Google Analytics dashboard and press “New Custom Segment” button.

Advanced Segment pull down on Google Analytics dashboard

Advanced Segment pull down on Google Analytics dashboard

By doing so, you will get the following screen. Here you can add combination of logical statements to define a segment.

Custom Segment Screen

Custom Segment Screen

Note that AND statements need to be all true to get the result, while for OR statements, only one condition is satisfactory. For example if you want to create a segment of visits happened as a result of specific keyword search from Vancouver, you need to define your statement like:

[ (City = Vancouver) AND (Keyword = Analytics) ]

 

While if you need to segment visits occurred by either of two keyword search, this will be the logical statement:

[ (Keyword = Google) OR (Keyword = Analytics) ]

 

Now let’s create a segment. In this example I will be using one condition, however you can add unlimited number of statements. I want to create a segment of visits longer than 30 seconds, which means Time on Site is a metric that I need in my segment. It is also possible to add dimensions in a segment. Open the drop down, and browse the list or simply type what you are looking for.

After that, I select the condition, which in this case is Greater and enter the value which is 30, in the box in front of it. It’s done, we defined the segment, name it on Name field on the top, and to make sure it works, press “Test Segment” button.

Sample segment defined for visits longer than 30 seconds
Sample segment defined for visits longer than 30 seconds

By saving the segment, it will appear on Advanced Segment pull down in custom segments area, and can be applied to all reports.

When it comes to data analysis, segmentation is the most powerful technique to get deeper insights out of your website data. There are multiple predefined segments in Google Analytics, however in most cases you need to create to your own segment.

To create a custom segment, click on Advanced Segment pull down on Google Analytics dashboard and press “New Custom Segment” button.

More reading:

Advanced Segmentation on Google Analytics IQ Lesson

Segment Absolutely Everything from Avinash Kaushik blog

On YoutTube

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