Google Analytics is quite the wonder tool, it holds so many things and yet shows only a bit of it. When you’re scrolling through Google Analytics, the things that you’re seeing from the standard report to the bounce rate, are only the tip of the iceberg. Google Analytics has so much more to offer than that, and one of those things is segments.
A lot of people get lost in Google Analytics, and even though it might look easy for most, some website owners just can’t wrap their heads around it. It looks complicated to them, and they just end up ignoring it because they can’t understand it, and that is how segments come into play.
Segments are a really helpful tool in Google Analytics that will help you find the rest of the iceberg easily without looking too much.
So, if you’re a Google Analytics enthusiast, then this article is for you.
What Is A Segment?
If you’ve never heard of segments in Google Analytics, then today is your lucky day. Segments enable you to specify the data you’ve got on GA and get a singular view of every little thing. Google Analytics just combines all information into one big collection of data that can be hard to read sometimes. So, when you’re scrolling through it, everything you see is the total of all information collected in one big pile instead of being separated into singular segments.
A segment will help you simplify the data by narrowing it and separating it so you can only see the data you want and need. By using segments, you can find out which pages people click on from organic search and so much more.
You can easily find out which page get the most views with segments and find out from where they’re coming from the most. Is it search engines? Is it newsletters? Is it social media? And so on.
What Are Segments Good for?
When you’re looking at Google Analytics, you’re looking at the combination of data from all pages. So, it can be hard to tell what content is working, and what’s not. So, if you want to figure out what’s going on with your website and understand it more, it’s only fitting for you to separate data and narrow it down, so you can analyze page by page.
So, imagine most of your traffic is from social media, right? So, now you’re concentrating on social media more instead of search engines so you can increase your sales. But, surprise, surprise, your sales are actually going down. How is it possible? Well, the data is aggregated and you couldn’t tell if those visitors from social media were non-paying ones. That’s why it’s important to use segments.
Using segments will help you understand that the traffic coming from social media was actually non-paying and that you should’ve concentrated on search engines instead. So, by narrowing the date, you’ll be able to understand your traffic, your audience and so many other things that will help you make wise, and concise decisions for your website.
How To Start With Segments On Google Analytics?
Creating segments on Google Analytics is a piece of cake, you can easily edit them, and easily delete them without altering your original data. So, this means that you can actually test the water without changing the direction of the waves. So, how can you start off?
Start by asking yourself what kind of segments you want. What kind of questions are you trying to answer and what kind of data are you trying to analyze? Do you want to figure out non-paying visitors? Or do you want to find out the pages that get most clicks? If you find out the kind of data you want to analyze, then only then you can move on to the next step.
Now it’s time to add the segment, for this, you’ll have to go top of the page of audience overview where you’ll find “add segment”. And that’s about it, click on it, choose the segment you want to analyze, and voilà! It’s ready.
Other Things To Keep In Mind About Segments
If you thought you’re done, then you’re wrong. There are still other things you can find out which are:
Google Analytics gives you the opportunity to use the “fixed” segments to analyze data more thoroughly. You can find this option in your system section and activate it. You can find all sorts of segments there, the “Mobile traffic” segment that shows you how many people use mobile devices and what pages they visit, the “organic traffic” segment which will show you which one click on your link from search engines, and so much more. These segments offer you some real insight into the visitors to your website and how you can attract more.
Your Own Segments
If you don’t want to analyze the fixed segments Google Analytics offers for you, then you can easily create your own segments and customize them the way you like. You can create a segment that narrows the data based on your needs and based on what you want. You can create a segment that narrows the data to only US visitors that only use mobile devices, you can create one that focuses on all visitors beside US ones, and so on. It all depends on what you want and what kind of questions you’d like to be answered.
For Avoori, we’d probably choose to narrow our data to visitors that follow our content and use our platform to create a website. This way we’ll be able to figure out which ones would be eligible for additional discounts, for example.
And now, to the final piece of cake, you can compare segments as well. You can easily add more than one segment on Google Analytics and compare them. For example, you can create a segment of US visitors and non-US visitors and see the ones that relate to your posts better and the ones that engage more with you.
You can compare a lot of different things, it depends on what you need.
Google Analytics Is Your Best Friend
If there is one thing all website owners know, is that Google Analytics if your best friend. It will help you immensely with your analyzing and it’ll bring you so much insight that will help you create a successful website, so, make sure you learn all the hacks that exist, so, you can use it to its full potential.