{"id":127,"date":"2020-01-15T13:09:09","date_gmt":"2020-01-15T21:09:09","guid":{"rendered":"https:\/\/grayson.consulting\/blog\/?p=127"},"modified":"2020-01-15T13:23:53","modified_gmt":"2020-01-15T21:23:53","slug":"introduction-to-google-analytics-segments","status":"publish","type":"post","link":"https:\/\/grayson.consulting\/blog\/2020\/01\/introduction-to-google-analytics-segments\/","title":{"rendered":"Introduction to Google Analytics Segments"},"content":{"rendered":"\n

In this post, I\u2019ll take a look at some of the characteristics of segments, how to apply them, and how to create your own custom segments.<\/p>\n\n\n\n

A Brief Overview<\/h3>\n\n\n\n

Segments are one of Google Analytics\u2019 most powerful features.  With a segment, you can analyze a subset of data.<\/p>\n\n\n\n

A key use of segments is to gain insight into audience behavior. <\/p>\n\n\n\n

For instance, suppose the bounce rate for the homepage is 35%. Users log in on the homepage. When you set up a segment to remove the users who go straight from the homepage to log in, the bounce rate is 90%. The bounce rate went from looking good to looking like a problem.<\/p>\n\n\n\n

Without segments, the high bounce rate would be hidden.<\/p>\n\n\n\n

Segments can be used to drive insights into audience behavior that would otherwise be overlooked.<\/p>\n\n\n\n

Segment Characteristics<\/h3>\n\n\n\n

Segments can be applied across many Google Analytics reports. You can apply up to four segments at a time.<\/p>\n\n\n\n

Google Analytics includes ready-to-use segments. You can also create your own segments.<\/p>\n\n\n\n

Segments are flexible, non-destructive, shareable and can be applied historically.<\/p>\n\n\n\n

When you apply a segment, you are temporarily<\/em> examining a subset of the data. You can easily remove the segment and return to the original data set. In other words, you\u2019re not permanently changing the data. <\/p>\n\n\n\n

You can also view historical data using a segment, so you\u2019re not limited by when you created the segment.<\/p>\n\n\n\n

Finally, as long as you have sufficient permissions<\/a> you can share the segments you create. Likewise, others can share segments with you.<\/p>\n\n\n\n

Sampling<\/h4>\n\n\n\n

In some cases your data will be sampled when you apply segments. When your reports are sampled, you\u2019ll see a golden shield next to the report name:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

If you click on the shield, it will display a message like this one:<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sampling can effect the accuracy of your reports.<\/p>\n\n\n\n

To learn more about sampling, a good place to start is this Google Support article<\/a> and Bounteous<\/a>. <\/p>\n\n\n\n

Create a Clear Question<\/h3>\n\n\n\n

Before applying a segment, think carefully about what you want to know and why. <\/p>\n\n\n\n

Suppose you want to know more about how product pages impact behavior. A few examples of how to approach that segment:<\/p>\n\n\n\n