It’s very common for website owners to dismiss using Google Analytics and say:
“I’m not using it. I just don’t know what to look for and it can get overwhelming”.
If that sounds like you, it’s a shame because you could be missing out on a lot of valuable data about how your website is performing.
When analysing how your website is performing, the simple practice of Google Analytics segmentation can, not only allow you to look at your data in a simpler bite-sized way, but also give you a whole new set of data from another angle.
And that’s where it can get powerful for you and your business.
For example, you might be looking at your landing pages, but you are wondering how to segment or filter it further by focusing only on specific categories like /blog/ and /[product-category], and focus on organic traffic at the same time.
Or you want to compare how a specific set of pages are converting in 2 different cities.
Or perhaps you want to look at which blog posts have the best engagement across the different social media platforms.
That’s where segmenting your Google Analytics data can help you. So let’s look into how you can do just that.
How to Segment Your Data on Google Analytics
There are 3 simple ways you can make use of data segmentation on GA:
- use, create or import segments
- make the use of the advanced filter option
- make the use of Secondary Dimensions
And in the short video below, you can learn the process in more detail but in a simple step-by-step process:
What’s up everyone, I am Ahmed Khalifa and today I’m going to be showing you how you can segment your data on Google Analytics.
It’s a really powerful feature that you can use there and then immediately on your GA account and it’s a very, very good way for you to look at your data from a different angle and look at how your website is performing in another way.
And it’s a very, very useful tool to use. You have to use it.
So why don’t we just head to the screen right now and I’ll show you what you can do with GA.
1. Use, create or import segments
Now if you’re on any page, just for example, Landing Page, you should have at the top the segmentation section right there. And in this case you have All Users selected. If you click there, you have the default option of choosing the segment you want. So in this case, we had All Users, but you can choose another segment.
So for example, let’s just say you want to pick organic and maybe side-by-side with paid traffic and if you press apply, there you have already segmented your traffic by looking at organic traffic and paid traffic.
Even on the page-by-page basis, like landing page in this situation, and you can look at these stats, bounce rate, transaction, you’re e-commerce, conversion rate as well. Side-by-side like that.
If you go up to the top again and you have an option to choose anything that you have created yourself.
So for me, I have selected a few.
For example, maybe you wanna pick only UK-based traffic. And to create your own segment you can just click on the new segment button right there. And there you have all the conditions you can filter it by.
So, you know, you have the demographics, you have technology such as browser, what type of browser you’re using, or device you’re using. You have maybe certain behaviours like timeline, maybe a certain date, maybe traffic sources. You can use segments for that.
There are so many ways you can create your own segmentation at the top as well. If you don’t want to create your own, you can actually import as well. So if you click on import from gallery you will have a whole load of options for you to import segmentation as well as other features you can use on Google Analytics.
So that’s another place you can do that.
2. Make the use of the advanced filter option
Another way you can segment your data is to use the advanced filter option.
And if you scroll down you have this option on your right-hand side. Advanced – you click on that and here’s where you can filter. So let’s say for example you want to include, in this case, landing page, which contains a certain URL. So let’s just say for example, this category page is called /google+redesign/ and you want to include only the URL in that section.
So you put in the URL, and you can just press apply in this situation. And there you have already a list of pages only with that URL contained in them. And you probably notice that the homepage is gone, and all the other pages have gone because you have filtered it.
Of course, you can exclude it as well. So if you go back to the filter section and maybe you want to exclude all URLs that contain the Google plus redesign, and if we exclude and press apply.
And there you have it. You have filtered your data by excluding that URL. And you can see right there it’s just focusing on the non-Google plus redesign pages. So that’s another way you can segment your data.
Make the use of Secondary Dimensions
The final way to segment is to use Secondary Dimension. And if you scroll down, you should see the option right there, Secondary Dimension.
Basically, this is your Primary Dimension, which you can adjust as well, and hit landing page. So Secondary Dimension would add another column beside it. So let’s say for example you want to add source of traffic as another way to segment your data. So if we pick source right here, and as you can see, you’re looking at certain landing pages, what the source of traffic is, and then you can look at the data as usual, you know, in terms of bounce rate and e-commerce conversion. Is there a source of traffic that is not performing well?
For example, is it normal, in this case, that YouTube, in terms of conversion, is not having a very good conversion because it’s less that 0.01%. Is that normal? If it’s not, then you can check and do something about it.
If we check another kind of Secondary Dimension, let’s just say you want to look at browser. Let’s say, a certain page is not performing well in this particular browser. Here’s a good way of doing it.
You can see right there, maybe you look at a page and you’re thinking, why is there a high bounce rate on this page from Chrome when on other page it’s not that bad?
Do you need to reduce the bounce rate?
For example, maybe 58% here and 68% there is fine. But is it normal that on a sign-in page it is 28% on Chrome. Is that normal, or is that not? This is where you can check it.
I hope you found that useful and if you have, I would really appreciate it if you could subscribe to this channel below, by clicking on the red button. And if you have any questions do feel free to leave a comment as well.
And of course, in the meantime, until next time, do your thing because it matters.
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