Google Analytics Advanced Segments

Google Analytics Advanced Segments

Advanced segments in Google Analytics are one of the most powerful tools for gaining immense insight into your visitors. Not utilizing them is a HUGE mistake for any web site owner. For this reason I’ve spent the time creating, collecting and consolidating them to aid you in your Google Analytics mastery. If you have any I missed, please share them. I want to make this the best and most thorough source for Google Analytics advanced segments online. In order to use these advanced segments in your Google Analytics accounts, simply click on the links of the ones you would like below to add them to your accounts for your own use. Note that if you would like to add many or all of these advanced segments, you can save time using the batch installation method explained at the bottom of this post.

Keyword Length Segments

Note that I have excluded keywords with “://” and “.com” in them to avoid URLs and domains from making their way onto this segment, since they are not keywords. I’ve also taken the liberty of removing “(not provided)” and “(not set)” from the 2 Word Keywords segment for this reason.  So obviously, you’ll have to adjust the .com to whatever your domain TLD is, if it isn’t a .com.

Conversions by Visit Count

Josh Braaten recommends this segment because he finds it very useful for lead generation. It shows you how the number of visits impact your conversions and allows you to see different behavioral patterns leading to conversion.

Mobile Traffic Segments

Google Analytics comes with Mobile Traffic and Tablet Traffic segments built-in as defaults. For some odd reason they do not, by default provide Smartphone Traffic or Desktop Traffic segments. You can easily build these missing segments using the default Mobile & Tablet segments, which I have done for you below.

Responsive Resolutions Traffic Segments

Wouldn’t it be useful to see how many actual visitors are encountering the various dimensions of your responsive layouts? A lot of time is spent making sure responsive layouts render well in all the standard resolutions. I’ve created the following advanced segments to help you see how many of your visitors are actually being impacted by your work utilizing regular expressions. I’m utilizing the resolutions found in the Skeleton boilerplate responsive grid. If you have any others that you’d like to see here, please let me know.

Branded & Non-Branded Keywords Segments

I have these setup, so they include “[your-brand-here]” in the filters. So you’ll need to replace this with your brand name. If your brand is multiple words, it usually make sense to setup multiple filters. For this blog I would use if “penguin” or “initiatives”, rather than just if “penguininitiatives”. This should encompass your core brand as well as brands related to your core brand. This can include projects, products, people, events, nicknames, etc. Essentially anything people may type in to find your web site specifically due to an association with your web site. Take a quick look through your Google Alerts keywords, as some of the keywords you’re tracking there may be relevant. Just scanning through your non-brand keywords will help you identify any of these you may have missed. I have them setup to exclude “://” and “.com” as well as “(not provided)” and “(not set)”, so your segments aren’t cluttered with non-keywords.

(not provided) Traffic Segment

If you want to painfully discover how much traffic you aren’t allowed to see the organic query behind thanks to our friends at Google, I’ve included it as well.

Social Media Traffic Segment

I’ve tried my best to capture as many major social media channels and common social URL shorteners as possible. Feel free to suggest more so we can make this more comprehensive. Currently the list includes: facebook, quora, twitter, linkedin, google plus, youtube, hacker news, reddit, imgur, tapiture, disqus, 9gag, tumblr, stumbleupon, delicious, technorati, digg, myspace, bit.ly, tinyurl, ow.ly, t.co, & tweetdeck.

Blog Traffic Segment

Your blog traffic is another segment that should be included by default, but isn’t. The one below assumes your blog is located at the following path: domain.com/blog/

Filter Major ISPs

Jeff Sauer of Jeffalytics put this segment together to help isolate odd activity on your web site likely caused by unnatural traffic.

Q&A Keyword Monitoring

Kane Jamison created this custom segment to help mine your own keyword traffic for ideas for Q&A content for your site.

Business Hours vs. Off Hours

Michael Freeman of ShoreTel created this custom segment to see what impact business hours 8 a.m. – 9 p.m. (ET) have on your web traffic.

Image Search Traffic Segment

Unfortunately, this won’t get you the detail of the specific keywords driving this image traffic. It will merely tell you how many visitors are coming in per day from Image Search. Google considers all of this traffic “referral” traffic for some bizarre reason, so you’ll need to be viewing the Overview or the Referrals Traffic Source in order to see this segment’s data.

User Behavior Segments

  • Explorers (visited more than 3 pages and are new visitors)
  • Fans (visited more than 3 pages and are returning visitors)
  • Bouncers (visited one page and left)
  • Non-Bouncers (visited more than one page)

Goals Segments

You should absolutely be tracking custom goals for all froms of conversion on your web site (desired actions you want your users to take on your site). Make sure you setup advanced segments for all of your custom goals as well, if you haven’t already.

Share Your Google Analytics Advanced Segments

In order to share your Google Analytics advanced segments, once you’ve created them simply follow the instructions from the Google Analytics Blog: Share your custom reports, advanced segments and dashboards

Save Time With Batch Installs

If you want to install most or all of the above segments, you can save yourself some time by batch installing them via the links below. You can pick and choose which segments you want or do not want to install in each batch.

Return The Favor

On a final note, think about how much time you just saved by having all these advanced segments ready to go for your use. Just imagine how much time that would have taken you to set all of those up from scratch!

Now please return the favor and put forth a small percentage of the time & effort you just saved, by sharing this link with your friends & colleagues via Google+, Twitter, LinkedIn & Facebook!

If you want to go the extra mile, please suggest a useful advanced segment that we should add to our collection here.

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27 COMMENTS

  1. Can you explain, fans and explorers? You exclude pagedepth with 1,2,3.

    Have you add pagedepth higher than 3?

    And I don’t get your explorer segment. Why do You add sum of your visits=1. Shouldn’t you replace this with type visitor=new of returning visitor?

    • I’ve excluded page depth 1,2 & 3 to filter out visitors who browsed less than 3 pages in their most recent visit. This implies that these visitors we very engaged with the web site’s content. I’ve included all other page depths by only excluding page depths of 1, 2 & 3.

      Visitor Type = New Visitor ultimately means the same thing. If you test it you’ll see that you’ll get the same results with either filter. I’ll adjust it anyway though, because your filter is less confusing =)

  2. Andy: A big thank you for sharing, I just tried the long tail keywords template for my blog, but am soon gonna try most of these.

  3. Note that your Google Image Search one will only show the oddly referral tagged Google Image Search traffic. Google has shifted over a large amount already into the google bucket in organic traffic so you would need more than a simple segment to get that information.

  4. I think something is botched with your Android Smartphone traffic segment. Shouldn’t it just be include = Operating system contains Android / exclude = Tablet is Yes? Right now, it seems as though you’re telling it to include ALL traffic that is either ‘mobile (including tablet)’ OR Android OS, then filtering out tablets after. However, that still leaves all kinds of non-android OS traffic that came through in the ‘mobile (including tablet)’ filter.

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