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.
Create your own Google Analytics segments
Log in Google analytics: http://www.google.com/analytics
Click on “Admin”:
Select the correct account and property and under “View”, click on “Segments”:
Click on “New Segment”:
Give the segment a name “Blog Pages” and then click on conditions and select the name of the content group you created. Then just add a contain condition that includes the name of the content Group: “Blog Pages”.
Repeat the same steps with the rest of the categories and you are done!
Once you have configured the categories, you can start using them in your reports
Filter your data with your new segments
Go to the reporting tab in Google Analytics:
and in the Audience > Overview Report use the new segments:
And the results:
So which content is bringing more sessions to your site? Now you know!!