Google Analytics Segments


In this short video, learn about how to apply segments on your data in Google Analytics and how segments can help you achieve deeper understanding.

For more about when and where to use segments, check out this blog post Matthew wrote.


In this video, we’re going to quickly review Google Analytics segments. Analytics segments allow you to look at a particular part of your data in comparison to other parts of your data, to better identify opportunities.

To begin using segments, you’ll wanna load any Google Analytics report. At the top of the report, you’ll see something that says All Users, which is the default segment Google Analytics applies to your reports. All Users means that you’re looking at everybody who came to your website.

To look at a segment or part of that traffic, you’ll wanna click on the button next to that that says Add Segment. When you click on the Add Segment button, you’ll see a list of all available segments in your Google Analytics account. You can create your own segments, which are called custom segments. You can also share segments with other people.

By default, Google Analytics gives you system segments, and as you can see in looking at the list of system segments, you’ve got All Users, users who bounced, users who converted, traffic who came directly to your website, those who made a purchase, Mobile Traffic, and more. For example, let’s take a look at your Paid Traffic segment. This segment represents everybody who came from some kind of paid ad to your website. So, if we click that, and we keep All Users checked, we can compare those two segments. By clicking Apply, the report will reload with those segments.

Now we can see all users in comparison to paid traffic users. And within this, we can see, for example, that paid traffic looks at fewer pages while they’re on the website. They spend less time on the website, and paid traffic tends to bounce more. That might indicate we have an opportunity to improve our traffic quality for paid visitors. Once you’re done looking at the segment, you can go up to whatever segment you wanna turn off, and click the down arrow next to the segment, and then you can hit Remove. That will reload the report without that segment.

If you have other questions about Google Analytics, or other aspects of measuring your website’s performance, please contact me.