This week, Google introduced various segmentation features for Google Analytics. The new features allow users to isolate and analyze the long-term benefit of specific groups of customers. Because Google Analytics will have the ability to track users across multiple sessions, admins will be able to create certain metrics based on user behavior during single or multiple sessions. Analytics admins also have the option to create user segments that allow them to select all of the visits of a user who fits into a predefined segment.
Segments were initially based on individual visits which does not give any real insights into returning visitor behavior. The introduction of these segments will allow users to see how two actions, either concurrent or separate, can impact behavior, according to Justin Cutroni.
Cutroni also noted the three most important upcoming changes to segmentation:
- True User Segmentation: Google Analytics will actually segment people visiting a website or using an app. This allows for cohort analysis.
- Sequence Filters: Admins have the ability to track the behavior of users across multiple sessions. For example, you can create a segment of all the users who visited from a campaign and then bought a product sometime after seeing that campaign.
- A refreshed Interface: Cleaner, more logical layout.
These new features are extremely important to the future of Google Analytics. With the recent roll out of Universal Analytics providing us with more data, having the ability to segment users more effectively is crucial. Watch for these changes over the next three months. If you would like to learn more about Google Analytics Segmentation and Cutroni’s blog post, click here.