Call it a case of too much of a good thing.
Google Analytics puts a lot of data at your fingertips. It's a mountain of metrics, and a deluge of dimensions. With it, you can thoroughly explore your website visitors, their demographics and their behavior.
But by default, it throws everything into a huge bucket. The reports display statistics, graphs and charts for "All Users / Sessions".
And although it's perfect to get a picture at a glance, you have to break down a bit if you want to find the hidden treasure inside.
Mixing everything is good for smoothies, metallurgy and cocktails. For analysis, you want to separate and segment .
Segmentation in the analysis
Click a report in Google Analytics – Audience, Acquisition, Behavior, or Conversions – and you'll get an excellent overview of the data collected for your site. For all those who visited during the chosen period (the last 30 days by default).
41% do not use any audience segments . Get out of this group.
There is no end to the possible combinations you could create (although technically false … you are limited to 1000 segments that can be edited in any which view, and 100 segments for a specific view). Create an ultra-precise segment for tracking and analysis that represents your exact audience and meets your specific needs.
Hit vs session vs user
When creating a segment, you can often assign the scope as a user session or hit so it is important to recognize the difference:
Hit – an individual interaction with your website (usually a page view); a visitor did, a visitor did, a visitor …
Session – a collection of hits; a full visit to a website
User – complete trip of a person with your website (can encompass multiple sessions)
Most experts suggest focusing on users and sessions. It all depends on the relationship you have with them.
Segments: a simple procedure
To start is fortunately simple. Even an Analytics lover can create, save and use segments.
To begin, simply click the + Add segment button at the top of any report.
import from gallery (custom segments created and shared by others), or create your own segment (click + New segment to start over, or click the Actions drop-down list next to an existing list, and select Copy to use it as a base)?
ready to be imported you can experiment and create your own, or just use standard ready-to-go segments.
They are often ignored, but always beneficial. You can use them to track your most lucrative markets, identify where, when, and how big consumers are coming to you, remarket specific groups at the right time (via AdWords and Audiences), and more.
All you can do to better understand the behavior and the acquisition of your audience is time well spent. Grasp the basics of segments, move on to more advanced techniques and get to know your audience like never before.
This is large decomposed data.
Have you jumped into the segmentation pool of audience? Which filters do you find most insightful? Leave your comments below.
About the author: Aaron Agius, CEO of the World Digital Agency Louder Online is, according to Forbes, one of the world's leading digital marketers . Working with clients such as Salesforce, Coca-Cola, IBM, Intel and dozens of prestigious brands, Aaron is a growth marketer – a fusion of research, content, social and public relations. Find it on Twitter LinkedIn or Louder Online's blog .