4 minute read.

5 simple yet useful segmentation reports with Google Analytics

Paul Anthony / October 28, 2008

Posted in: Archive

You might have heard some people talking at length about Google new segmentation reports. Having been a bit of an obsessive when it comes to all things Analytics – I noticed this option for UK and Ireland people earlier tonight. So here are a few useful reports that you can run with it.

To get started just click on the “Advanced segmentation (beta) ” Just under settings

1). Brand Searches

If you are interested to see how many people have started to use google to search directly for your company, personal or blog name brand searches can easily be setup with custom segmentation.

To do so just copy an existing segmentation report (these have been provided by Google to get you started). The true power is when you get down to creating your own custom reports. Click on edit, rename your report “brand search” then add the operators as shown below. This will search my keywords for data which contains the word “webdistortion” or my name “Paul Anthony”. You can easily apply the same concept to your site.

2). Greater than 10 pageviews

It’s quite easy to find out who is sending you the most traffic in the standard interface of Google Analytics – but out of those – who is sending the most relevant traffic – and people who stick around. As before just create a copy of one of the metrics and start to customise it. From this segmentation I was able to see the keywords that were resulting in higher pageviews, and the referrals that provide the interested visitors.

2).Broadband verses Dialup..

So who is the daddy oh? Are the most of my visitors on Dialup or on Broadband? What impact does this have on my pageviews? Are broadband visitors sticking around longer than Dialup?

Here’s how..

Firstly setup two segments. Dialup and Broadband.

Dialup looks like this…

and you’ve guessed it…Broadband looks like this…

Note that these are or operators – not ands. You now are able to use these in your main dashboard as the segments to compare against. See the below screenshot for a guide on where to get those, and the resulting graphs which are generated.

4).Popular sections of my blog..

If you are a WordPress user, you’ll be keen to know what sections of your blog hold visitors attention for longer, and cause them to stay longer on your site. My categories all contain a keyword in the title, so I can use that to segment my visitors. Easy as pie. Setup segments with the “containing keyword in title” as shown below:

Setup another segment with another category…

Apply the results to your data…and what can we learn? Ok so people interested in my promotion section have a slightly higher bounce rate, but the ones that do stay, stay on site for longer. Maybe we can deduce from that they are more hungry for information, and the information architecture on the site needs to be clearer for this slightly less technical savvy audience. SEO is the clear winner when it comes to attracting new people to my site – but that may be because I’ve more content on about SEO than I do about Promotion. Starting to see how cool this is?

5). Windows verses Linux

Ahh- every geeks dream face-off. So out of my visitors who stays longer. The Windows audience or the Linux audience? Lets see.

Setup a segmentation profile for Windows..

and another segmentation the same for Linux.

The results are in. For one of my sites it looks like my Linux users aren’t as happy as the Windows folks. Now that may mean that I can risk to get more technical in my articles – assuming the majority of Linux visitors are enthusiasts. And it may also mean that their higher bounces are the result of me not testing the site fully in a Linux environment with Linux fonts.

This just shows a glipse of what is possible with the beta of segmentation reporting. No doubt in the weeks coming I’ll pick up a few other useful tips and reports to share on here with you guys, but now it seems the possibilities are going to be endless, and looks like we have also an API in the oven, so data exploration with Analytics is going to get even more advanced over the next year or so.

  • Analytics
  • Google
  • segmentation reports
  • walkthrough