Google Analytics segments allows you to analyze subsets of data based on a specific criteria.
For example, if we use segment the data below with on of the Google analytic’s predefined segments and one of my favorites: converters vs non-converters, we can see the volume of visits that resulted in a goal conversion vs the visits that did not.
Understanding the users that convert, will help you refine your marketing to them and understanding the ones that did not convert, can help you understand your weak points and change your strategy to reach them too.
Even though Google Analytics comes with a lot of predefined segments, you will eventually want to make new segments based on your own data.
In a previous article I explained how to configure categories in Google Analytics to better classify and understand how your content is performing, and it is just logical to have those categories configured as segments too.
Lets go through the steps needed to configure your own segments. [Read more…]