I think most of us have been in this situation at one time or another: your boss asks you to quantify the value of a new piece of content on the website, or maybe requests a rundown of the results a specific campaign has given the team. You freeze, thinking there’s no way to pull that type of data for a specific piece of content or for an overall campaign! That’s impossible, right? …Not so fast! Google Analytics allows you to segment across multiple different reports for a specific user group. What this allows you to do is to identify different actions and content on the site, as well as what user groups have the highest impact on your overall KPI’s or Goals/Transactions. This blog will cover how to build a custom segment based on a user’s actions on the site to understand what content converts the best. How to Set Up Custom Segments in Google Analytics Segmentation is the best possible way to find specific answers in Google Analytics. When someone comes to you with a question on how a specific user group or some particular content is performing on the site, you’ll most definitely have to set up a specific segment to give them a full answer. Here’s a breakdown of when and why you will need — and love — segments in the future.
- Specific questions need specific answers. Segments help you remove analytics clutter, saving time in finding answers.
- Campaign data is hard to find in the traditional/standard reports. You’ll need segments to flesh out the data and understand how campaigns are performing.
- Overall, segments rock and you gotta love them! Try building some and you’ll understand :)
- What specific module or content on the homepage drives the most users to convert?
- What PDF is getting downloaded the most?
- How does a certain pricing model affect our conversions?
- What type of content should we use on the site to drive more conversions?
- Open the drop-down and use the search bar to pull up “Event Category”. In our example, we’re utilizing “Homepage” as the Event Category filter.
- Next, we’re going to add another filter to look at a specific piece of content on the Homepage. Click the “+Add Filter” button, and search for “Event Action” in the “Dimension” drop down. We’ll set our’s to contain “Mobile Slider Clicks.”
- Note, these filters are based on the content of website; you’ll need to set your filters to match your content and data.
- Since we’re down to 2.15% of traffic, let’s stop our filtering here and name our Segment to save it. Using my awesome powers of creativity, I’ll name it “Homepage – Mobile Slider Clicks.” Your segment’s name should be specific to your filters and easy to understand.
- After the segment is named, click “Save” to activate it.
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