Advanced Segmentation on Google Analytics One feature that I always thought Google Analytics lacked was the ability to properly segment site visitors. So I was pleased to notice that as part of the recent Google Analytics update not only is the interface refreshed but Google have launched a new set of features including:

• AdSense now integrated into Google AdWords.
• Motion Charts!
• Custom Reports!
• The Google Analytics API.
• Advanced Segmentation.

Although analytics already had some segmentation functionality I found it difficult to implement and use. With advanced segmentation its now really easy to create intra session segments. There are a number of default segments and then ability to set up custom segments

Custom segments are created using an easy to use wizard which allows you to drag and drop dimensions (such as Visitors, Traffic Sources and Content) and metrics ( Site Usage, E-Commerce and Goals) into the segmentation tool. For instance you can segement on frequent visitors by dragging Count of Visits into the tool and defining the number of visits.

Segments can be combined by adding AND/OR statements and tested using the Test Segment function.

Once you've set your segments up you can apply them to reports by selecting multiple segments from the Advanced Segments drop down menu in the top right of the Google Analytics interface.

The real strength of Advanced Segmentation is that multiple segments can be compared side by side as above. For more information on this subject I refer you to an excellent post from Avinash Kaushik at Occam's Razor

Labels: google analytics, segmentation, web analytics

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