Advanced segmentation is a new tool introduced in Google Analytics to help us to have a detailed analytics data with a greater precision within seconds. Earlier filters were generating the data regarding web traffic. Through filters, it was possible to accumulate large amount of information. However, it took considerable amount of time to filter out the right kind of information from the large data basis. It was a time consuming and dreadful task. Now it has become very easy and convenient.
How to create advanced segments
Google Analytics always had great segmentation capabilities. However, the task needed sophisticated thinking to segment the data. When filters were used, it was a hectic job to create different filters for each profile. With the help of advanced segmentation, the segment created can be used in multiple profiles. Moreover, advanced segmentation is completely at your service. It is up to you to consider which types of visit you prefer to segment while you generate the data for a specific report.
By an analysis of the report provided by advanced segmentation, you can have quite a precise insight into the exact nature of web traffic in your site. It will help you to concentrate more on the weak segments and thus help you to increase the traffic as well as your income.
Advanced segmentation helps us to identify the prominent trends and common behaviour in web page traffic. Thus advanced segmentation is all set to challenge your dreams about the possibilities of Google Analytics.
Google has created a superb interface that helps you to drag and drop dimensions or metrics that you prefer to use in your segment. Advanced segments are of two types namely default segments created by Google and custom segments, which you could create. If you wish to segment a specific metric or dimension, choose the one, specify a value for the chosen metric or dimension and form a relationship between the two.
If you want to analyze why certain visits last only for a few second, then create an advanced segment to view all the visits that has lasted only for ten seconds.
The next step is to choose the Time on site metric and drag it to the right position. You should also specify a condition for the above metric to meet and a value. Here, the condition is Time on site metric “to be greater than ten seconds”. If you want to create a custom segment other than the default segments, you just have to type in your requirement and then click “create segment”. The new custom segment is created which will help you with your specific requirement.
Another important feature of advanced segmentation is value field, which is a dynamic field that updates you with all your potential values while you type. It will provide you with all values collected for the metric or dimension used in the segment. We can add more metrics and dimensions to our advanced segment. When we apply it to a profile, the profile will be segmented. Thus, we can use the advanced segments in any profile. It helps us to improve our knowledge of how multiple campaigns, medium or geographic segments perform over time. A detailed study of the analytics and acting according to it can increase additional insights to the traffic behavior.
You can also test the segment you have created. It is a distinguishing feature of Google Analytics. You just have to click on the test segment and Google Analytics will search within the time limit you have chosen.
Before going into a detailed report of the working of advanced segmentation, let us consider two important concepts in analytics namely, dimensions and metrics.
Dimensions refer to the properties of site visitors or the visits created by them. Keyword, campaign are some examples of dimensions.
Metrics refer to the basic counts that take place on the website. Page views, visits, revenues and transactions are some examples of metrics.
Potential usage of the new advanced segmentation
- It helps you to have an in-depth knowledge of the nature of visits in your website.
- It helps you to know how many visitors enter your site accidentally or by their preference and knowledge. We can call the second category visitors as loyal visitors. This helps us to analyze the types of pages the loyal visitors consume. You can know specific customer trends by creating an advanced segment.
- In a tech support site, you can know whether visitors have found the right tech support answer. If you want to know, whether visitors coming by grand keywords on a social networking site are loyal or not, it is also possible by advanced segmentation.
- Advanced segmentation helps you to know the segment of visitors was converted into potential goals. The key visits, traffic sources, content reports, etc.; all are at your fingertips. All these reports help you to increase your monetary gains.
- The best usage of advanced segmentation is that you could segment your most valuable customers. It is great advantage for all those people who do onsite business, i.e. who are always on the look out for potential buyers on their sites. You can study the new trends in customer visits, which make you capable to increase your site earnings.
- You can also identify your precious customers. In e-commerce, advanced segmentation is really helpful.
- Engaged vs. Not Engages Traffic: Set criterias that will separate the two types of visitors, and compare against each other to find additional insights to what and where are the visitors engaged or not.
Advanced segmentation helps you better understand the site visitors and it brings granular insights to what is happening on the site, so you can make better decisioins to optimize your site and strategies.