Using New Google Analytics Advanced Segmentation [don't let the 'Advanced' scare you]
The days of looking at aggregate data to determine trends, behaviors or performance are long gone. Let’s face it, aggregate data just doesn’t give you reliable, insightful or actionable data anymore. So the solution has come at a time when marketeers can’t avoid it any longer – SEGMENTATION. For years, we had to apply custom filters to Profiles in Google Analytics in order to gain a more clear look into the objective of a marketing campaign, such as stacking paid traffic next to organic traffic. Using the new Advanced Segmentation features in Google Analytics is a great (and easy) way to begin segmenting your traffic within minutes.
Since the whole idea of Segmentation is tailored towards dividing something into separate parts or sections, Analytical Segmentation is no different. Let’s take a look at how you can begin applying Advanced Segments to some common examples. 
To start, click on the Advanced Segments link under Settings. Google has already created a batch of default segments for you to apply, such as All Visits, Paid Traffic, Non-Paid Traffic, etc.. If you choose to use a default Segment, simply click ‘apply to report’. The alternative [and recommended] is to create a new custom segment, which will earn you major big brain points with the boss.
To manage your Custom Segments requires some drag & drop skills – find the Dimension or Metric under the list view and add them to the Segment.
A few pointers – make sure you are using the accurate condition – for example, if you want to create a keyword segment that contains the keyword ‘marketing’, make sure that you have chosen the ‘Contains’ condition. Once you have set the value, test the segment and you’re off.
When creating your new custom segment, take a moment to think about what you are trying to accomplish with this data. Remember that you can segment virtually anything you want, so begin thinking about;
- keywords
- traffic sources
- landing pages
- site behavior metrics, such as page depth, time on site & bounce rate.
Once you have your custom segment created, it’s time to apply it to your aggregate data. Enter the dashboard and choose you’re new Advanced Segment. Now you can begin to dig into your reports & leave with some fire power.
Contact Jonathan at bluetent.com or comment on this post to learn more about applying & creating Advanced Segments to your Google Analytics account.