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Using Advanced Segments in Google Analytics

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Feras AlhlouI had a chat with E-Nor President Feras Alhlou after reading a guest post of his on the Official Google Analytics Blog. He was asked by Google to make a post, as E-Nor is a Google Analytics Authorized Consultant and is very active on a number of Google Analytics (GA) support fronts.

The post in particular was about using advanced segments in Google Analytics when managing a successful eCommerce business. After breaking down a scenario with the CEO of a successful company requesting the numbers on sales between men’s products vs. women’s products, Alhlou offers three steps for obtaining information like this through GA (elaborated on in the post):

1. Find out if there is a unique URL identifier that distinguishes men’s and women’s products

2. Create two advanced segments based on the unique URL identifier: one for men’s products, and one for women’s products

3. Apply these segments to the reports to compare metrics/trends for each product category

Despite whether or not your business has already become successful, advanced segments are something you should probably be paying attention to.

Google Analytics Advanced Segments

"If a business is not measuring/tracking/trending/segmenting, I don’t know how they can remain in business, or at least remain competitive in business," Alhlou tells me. "Less successful businesses can/should leverage the power of GA/Advanced segments to understand which campaigns are bringing the ROI, what actions are visitors doing on their sites, what their engaged visitors do on their sites, etc."

"All of that is very doable, and more," he added. "It needs some commitment by the business to invest in their internal resources and/or bringing in an analytics consultant to help create an analytics culture and start improving things."

As traditional search engine optimization tactics become less reliable in an ever-changing world of how search results are delivered to us, analytics are going to be more important than ever for online businesses trying to get the most of out of their marketing efforts.

These are the kinds of things businesses are going to need to pay attention to. While they may seem obvious to the savvy web marketer, it is still clear that a lot of businesses trying to make it online are struggling to do so for lack of understanding of the tools available to them.

Using Advanced Segments in Google Analytics
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  • http://www.endai.com Jennifer Gustafson

    Another really useful tool that Google Analytics offers is the Goal feature. All online businesses should set up at least one goal that they track and create segments for.

    Setting up goals is relatively simple once you determine what it is you need to track. If you would like to read more about setting up your goals, check out: http://blog.endai.com/2009/02/become-a-power-user-goals-in-google-analytics.html

  • http://www.day-two.nl/ Webdesigner

    Excellent post! But regardless of the analytical tools Google Analytics has to offer, one could also design websites in a way that the site primarily attracts visitors with a high chance of business conversion.
    If so, that will leverage the actual conversion percentages positively, but at the same time (while receiving less ‘waste’ visitors) dilluting your traffic data – and therefore your Google Analytics dataset.
    Hence: the more focused your website is, the less visitors and the less analytical data will be available.
    I therefore would find it very interesting to add (in Google Analytics) the possibility of joining datasets with other sites (not referrals but the other way around: exit pages). Th

  • http://www.thelostagency.com david

    i think more posts about web analytics, should be covered by WPN.

    the only downside to advanced segmentation is that it has an annoying little quirk that it captures the visitors path so you get the before/after pages view when trying to break down into categories..

    • http://www.roomfurniturechina.com wholesale bedroom furniture

      That crazy increase in traffic must have helped their organic listings, One thing i have wondered about is the fact that twitter converts URL’s into Tiny URL’s? Why does it do this and not just make the links ‘no follow’

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