Analytics: Who are the users that are most valuable? Advanced Segments

After setting the Google Analytics goals correctly, we can easily access the information of how many users perform valuable actions in our site: they register, complete a contact form, buy, spend a lot of time in the site, share a video, etc.

Now that we know how many they are, thanks to the advanced segments we can have a lot more information that will allow us to make decisions based on who they are, where they are, what they do on the side, how many times they have entered, which pages they prefer, etc.

To Start, let’s click on “advanced Segments” and the following menú will pop up.  


Here we can select the users that we want to analyze: the ones that made a conversion, the ones that entered the site through a table, through paid search, etc. We can also create in simple steps our own segments. To the right we can see some of the personalized segments that I have created to measure specifics. These may help as examples for your own personalized segments.



Segment Comparison 

A very useful characteristic is Analytic’s capability to select many segments at the same time. In this example I have selected all the visits and the visits with conversions in order to assure who has the tendency to spend a lot of time in the site.




In a few seconds, I was able to check this hipótesis and create a remarketing campaign specifically to those who spend more than 20 minutes on the site, achieving amazing results..


Mobile optimization


Another example could be to compare the conversión percentage of the users that have entered the site through a mobile device with the general conversion rate. If our mobile conversion rate is significantly lower that the general conversion rate, then we might have to allocate more resources into adapting the site for mobile usage. If we do not own the site and we are just supervising a campaign, when analyzing the conversion rates we can know that the maximum CPC given to the mobile devices will have to be lower than the CPC average or vice versa.



This are just some examples of how a specific analyzes of segmented data can help us understand who our clients are. The combination of comparisons and extracted data is infinite and it constitutes a personal responsibility to dedicate enough time to understand these tools. The biggest challenge relies on know what metrics should we look into in order to make the most effective decisions.

Other information that might be usefull is to compare segments by source ( Facebook, Newsletter, search traffic) by city, tendency of new users vs recurrent users, etc.


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