google analytics advanced segments and custom reporting

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Real Insights with Google Analytics Segments

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Nov. 6, 2013#RealInsights

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GOOGLE ANALYTICS – CUSTOM SEGMENTATION

Event Hosted By: Local-Ventures

Google Analytics Advanced Segments

and Custom ReportingJeff Staub COO Virante, Inc. @jeffstaub


Google Analytics Custom Reports





What’s so great about Advanced Segmentation?

View data from only the traffic sources that interest you

Apply custom reports to only particular traffic sources

Performance decisions about particular marketing initiatives

Allows you to compare different marketing channels




Sample Custom Segments

Only those visitors which converted- Use these metrics as a target for all your campaigns- Time on site, pages per visit, key pages

Only those visitors from Social Media- Twitter, Facebook, Google+

Only visits from particular geographic locations- Allow you to focus on those regions with sales efforts

Only visits that landed on a particular page and converted- Use these as target metrics for all your campaigns




How to Set up Custom Segments




This opens the Advanced Segments Screen

All built-in, custom and starred segments can be easily applied from here

This is also where you create your own or import from a gallery!




Options when creating new segments




The Conditions tab is where true custom reports are made




Apply up to 4 segments simultaneously!




The resulting reports gives you glorious color coded data!




Creating a Custom Segment

Start by clicking “Create new Segment”!




Name the New Segment

Example:“My Totally Boss

Segment”




Choose a Segment Category

Standard Categories• Demographics• Technology• Behavior• Date of First visit• Traffic Sources• Ecommerce

Advanced Categories• Conditions• Sequences




Standard Segment Types

Demographics – Segment your visitors by age, gender, language, affinity category, and location.*Note that some of this information requires a change to the standard Google Analytics code.

Technology –Options include operating system, browser, screen resolution, device category and mobile variables.




Standard Segment Types Cont.

Behavior – Look at visitors by how often they visit, days since last visit, transactions, and visit duration.

Date of First Visit – Segment by when users first visited

Traffic Sources – Filter segments by campaign, medium, source and keyword.

Ecommerce – Segment users by revenue, days to transaction, product, and product category




Advanced Segment Types

Conditions – This segmentation allows you to create custom views based on your specific needs.

You can create segments based on a wide variety of variables and even exclude particular types of traffic as well as create ‘And / Or’ multi-level conditions.




Sequences – Allows you create multi-step segments in order to view metrics of only those users following a particular pattern of your choosing.

Advanced Segment Types




You can also edit, copy, share and delete any of the custom segments you make.

In order to share you simply click on ‘Share’ and a URL will be made which you can share via email or IM.

Edit and Share!




Crowd Sourcing your Advanced Segments

• Currently there are 22 built-in segments

• If these are not sufficient for your needs you can import from a gallery!




•Search

•Sort

•Filter by Rank

•Filter by Category

Gallery Imports




1. Select a segment from the gallery

2. Google Analytics will import all the Advanced Segments and Custom Reports directly into your account!

Gallery Imports




There are literally thousands of different variations of advanced segmentation which can help you make better decisions and gain greater insight into the quantity and quality of traffic to your website.

Some examples to try:

• Create a segment that only tracks social media like Twitter, Facebook, and Google+

• Create a segment that only tracks Google organic traffic and compare that to a segment that only tracks Bing organic traffic

• Create a segment to track only email marketing efforts




Custom Reporting in Google Analytics

Custom Reports - Allow you to create, edit and share reports specific to your individual needs.

You can create reports that include virtually any of the metrics available in Google Analytics.

Some possible combinations may be:

• City and Browser• Visits, Pageviews, and Bounce rate• Landing Page, Keyword and Location• Mobile Visits, Average Download Time




Some Definitions

In order to create a custom report you will need to specify at least one dimension and one metric.

Dimensions: “Describe Data” –- -visits, visitors, pages, products, and events-Examples are Visitor Type, Source, Page Title, and Product SKU

Metrics: “Measure Data” – -These are numeric measurements. -Examples are Pageviews, transactions, number of visits

Note there are some metrics and dimensions which can’t be paired!- Google has a list of valid dimension-metric combinations.




To begin making custom reports click on the ‘Customization’ tab in the orange navigation.

Making Custom Reports




Next you will click on the ‘New Custom Report’ tab





Next you will name the new report

Name the tab of the report

Choose a metric (click add metric)- Examples: Page per Visit, Average Duration, Screenviews

Choose a dimension (click add dimension)- Examples: Browser, Exit Page, Session Duration

Choose a filter (optional)

Select view options (optional)




You have options to edit, copy, share, and delete

You can add multiple tabs to make seeing custom views more efficientExample: One tab for organic, one for paid and one for social.

Filters allow you include or exclude any particular dimensionExample – Exclude visits from Ask.com





Just like Custom Segments you are able to Import from Gallery!

This is a great way to get started with Custom Reports

Recommend Gallery Reports:

Occam’s Razor Awesomeness

New Google Analytics User Starter Bundle




To get familiar with creating custom reports and advanced segments first import some from the gallery then click edit to see how they were set up.

Then add any new dimensions and metrics you like!

You can always delete custom reports and advanced segments and start over!

Happy Analyzing!




Google Analytics Advanced Segments and Custom Reports

Advanced Segments

http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/http://analytics.blogspot.com/2013/07/re-imagining-segmentation-in-analytics.html

Custom Reports

https://support.google.com/analytics/answer/1033013?hl=en&ref_topic=1012046https://support.google.com/analytics/answer/1151300?hl=en&ref_topic=1012046https://support.google.com/analytics/answer/1033015?hl=en&ref_topic=1012046

General Analytics Blogs

http://www.kaushik.net/avinash/http://analytics.blogspot.com/http://www.lunametrics.com/blog/


http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/

http://analytics.blogspot.com/2013/07/re-imagining-segmentation-in-analytics.html

https://support.google.com/analytics/answer/1033013?hl=en&ref_topic=1012046



http://www.kaushik.net/avinash/

http://analytics.blogspot.com/

http://www.lunametrics.com/blog/

Questions?

Visit www.virante.org

Google Analytics – Custom SegmentationEvent Hosted By: Local-Ventures

google analytics advanced segments and custom reporting

Marketing

builtin segments

starred segments

standard google analytics

multistep segments

visit segment

custom segmentsevent

custom segmentstart

custom views