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Advanced Segments have so much more to give you in Google Analytics, if you’ve never used them you really should try to make the effort to do so. But before you can start playing around with and making the most of the advantages of using different Advanced Segments, you’re going to need to know how to implement them.
Luckily this is nice and simple and in addition to this basic guide, I have also written posts on using Advanced Segments to track social media, track mobile visits and check visitors can view your site and will also be outlining some examples to improve your website analysis in a future blog post.
Getting Started with Advanced Segments
To use Advanced Segments just log in to your account and from the data you want to view (Traffic Sources, Top Content etc) click the Advanced Segments button from the bar along the top of the data:
In the drop down area that appears you will notice a section for Default Segments and a section for Custom Segments. If you’ve not accessed Custom Segments before, this area is likely to be empty:
Have a play with the default segments – click a couple and compare the results. See how the graph changes? You can use up to four segments, but if you use more than 2 in Google Analytics version 4 you have to also have the All Visits segment selected too. They’ve been nice enough to remove this for version 5 so if you haven’t already moved to version 5 I would recommend it (More information about Google Analytics version 5).
Once you’ve got used to the Default Segments you’ll want to expand out and find more segments using Custom Segments. These are ones you set up yourself from on a wide range of options relating to the visitors, content, traffic, conversions, interaction and more. You can choose more than one and set these as ‘and’ or ‘or’, or a combination of these.
To set up a custom segment open the Advanced Segments drop down, as above, and click the link that says ‘Create a new advanced segment’ (v4) or ‘+ New Custom Segment’ (v5):
Setting Up Custom Segments in Google Analytics Version 4
One plus side for Google Analytics version 4 is that it has easy to navigate menus for choosing your segments. Use the menus on the left-hand side to find which dimensions or metrics you would like to use then drag them across to the empty box. You can also use the box above the menus to search for the segmentation you’re looking for.
Once you’ve chosen your item you need to set options for it such as matching, containing etc. This example states that I want to only see results for organic traffic that lands on a bookshop page:
The final step is to give the segment a name in the box at the bottom and choose if you want to apply the segment to any other profiles. Once you’ve done this just hit the Create button and you can then use your custom segment!
Setting Up Custom Segments in Google Analytics Version 5
This is very similar to setting segments up in version 4, but the menu system has been removed, instead you just get the box and once you click on it you can find the segments to use. It also uses ‘Contains’ as the default selection compared to ‘Matches Exactly’ in version 4. Furthermore, they have realised that the name box was rather hidden at the bottom of the page and moved it to the top. You can also preview the results before you save it:
So there you have it, a nice simple way to gain a lot more insight to your data. I would recommend also having a look at my post on How to Use Advanced Segments to Analyse Your Website Traffic, due to go live shortly!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.