Google Analytics has a feature called "Advanced Segments" that allows you to separate your data into groups of interest. Perhaps you want to analyze or compare your paid search traffic against your non-paid search traffic. Google Analytics allows you to do just that with the Advanced Segments feature. You can select up to four segments to use in your reports. Advanced Segments easily organizes your data for analysis. This provides the benefit of seeing different groups of data, so you can pinpoint where you need to focus efforts with specific groups of visitors and traffic.
Different groups may behave differently when they visit your site. You want to better target your programs based on the differences between these groups. For example, through segmenting and comparing your paid and non paid search traffic, you learn that you are gaining much higher conversions with your non-paid traffic. This will lead you to look at your paid campaign more thoroughly and spot keywords and ads to revise that you may have missed if you only looked at the overall picture. Looking at segmented data helps you find specific problems so you can better target your audiences.
With Google Analytics Advanced Segments you have the option to organize your data using a list of pre-defined default segments or you can create custom segments for your data.
Advanced Segments are on the right side of the screen on all your reports (see the yellow highlighted box below).
- All visits - this includes all available data and is the default setting.
- New visitors - allows you to look strictly at the behavior of new visitors who have not been to your site before.
- Returning visitors - tracks behavior of visitors who have previously been to your site and returned.
- Paid search traffic - shows only visitor data that came from paid search results.
- Non-paid search traffic - shows visitor data that came from non-paid search results.
- Search traffic - see visits that came from search engines.
- Direct traffic - visits where the user came directly to your site by typing in your URL or coming via a bookmark.
- Referral traffic - see data for all visits that were referred to your Web site from another Web site.
- Visits with conversions - visits that have turned into conversions or sales.
- Visits from iPhones - shows data for visits that came strictly from iPhones.
- Non bounce visits - visits where the visitor went to more than one page of your Web site.
You can utilize Advanced Segments to compare two different types of traffic or visitors. For example, if you want to compare paid search traffic with non-paid search traffic, you simply click to check the boxes next to both paid and non-paid search, then click "apply". Google Analytics will automatically show you separate information for all traffic, paid search traffic and non-paid search traffic.
Segments help you pinpoint where your trouble groups are. For example, when comparing paid and non-paid traffic, you notice that your paid traffic has a much higher bounce rate than your non paid traffic. You can then drill down into your keyword report and see your paid keywords that are attracting visitors with high bounce rates.
Using Advanced Segments will better organize your data so that you can filter the traffic and visitors that are qualified, as well as see which areas need adjustments. You can gain a better understanding of your customers, identify trends in similar groups, and analyze behaviors that occur in particular groups of visitors. Advanced segments allow you to more accurately predict patterns of behavior so you can be proactive and more efficient with your online marketing program.
Advanced Segments is a powerful tool to analyze your visitors and traffic. Whether you use this feature to compare segments or to single out segments of interest, this tool allows you to analyze the effectiveness at attracting qualified visitors and traffic on a group level.