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Google Re-imagining Segmentation in Google Analytics

Re-imagining Segmentation in Google Analytics to help make better and faster decisions, Google is rolling out new segmentation version to all users over the next couple of months.

“Google Analytics’ “Advanced Segmentation” feature lets you isolate and analyze subsets of your traffic. You can select from predefined segments such as “Paid Traffic” and “Visits with Conversions” or create your own segments with a flexible, easy-to-use segment builder. Then, you can apply one or more of these segments to current or historical data, and even compare segment performance side by side in reports,” google esplains.

The first thing that you will notice in the new Segmentation is the fully refreshed UI that promotes segmentation as a critical analytics technique with better visibility and readability. For users maintaining a fair number of segments, “new features are provided to filter, sort and search your segments in both grid view and list view,” informs Google.

Refreshed Segmentaion UI in Google Analytics

Some key updated features in the new segmentaion include:

Sequence segment provide an easy way to segment users based on a series of on site behaviors. For example, “customers who started on a specific landing page, visited some particular pages and ended up converting,” google explains. “User sequences now provide you with capability to define a sequence across multiple visits.”

In addition to building segments from scratch, Google now providing 6 Segment templates for you to start with most common use cases easier. The templates include: ‘Demographics’, ‘Technology’, ‘Behavior’, ‘Data of First Visit’, ‘Traffic Sources’ and ‘E-commerce’.

You can combine the configuration in multiple templates to build a segment.

In new User segmentation, all visits of users who fit the segment criterias will be selected (such as specific demographics or behaviors). “It will be a useful technique when you need to perform user level analysis,” google said.

“When you are using a segment template, the text below the template name tells you which kind of segment you are building. When you are creating a segment from advanced ‘conditions’ and ‘sequences’, you can choose to create visits or user segments or even a combination of both,” google added.

Cohort analysishelps analyze the long-term benefit of specific groups of customers, for example, customers who first visited within a specified timeframe.

Cohert Analysis in Google Analytics Segments

For additional help on the new segmentation version, view this help center article, or watch the video below providing a quick overview:

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