Audience Segmentation Unlocking Insights with Google Analytics Custom Segments

@FasterclassTips | www.fasterclass.co | questions@greatmarketingworks.co.uk

Who Am I? B2B Digital Marketer

5 Years of Google Analytics

Marketing Trainer

Google Squared Graduate

Google Analytics Custom Segments

Let’s Be Honest…

You Already Have

Great Data You just need to ask the right

questions.

This Data Can Help: • Drive Business Decisions

• Improve Conversion Rates

What are Custom Segments?

Custom Segments (& Custom Audiences) Pick a condition, and see it’s data throughout Google Analytics

Why Segment?

Monitoring Mobile

Mobile Users – what is popular?

(Devices – Mobile & Tablet)

Finding Your ‘Whales’

Filter conditions by revenue – what drove their decisions?

(Revenue – Per Session – Greater Than – X)

Organic Image Search

Is Google Images driving traffic to an image-heavy site?

(Referral Path - Matches Regex – images|mrges|imagedetail)

Really Engaged Traffic

Non-purchasers, but heavily engaged in your site

Can you convince them to come back?

(Goal Completions = 0, Transactions = 0, Pageviews > X)

Other Examples

Customers converting more than once

(Goal Completions >1)

Conversion rates inside/outside of business hours

(Hour > 8 – Hour <19)

Analyse visitors who reached certain blog posts or pages

(Condition – Page = X) or (Condition – Page ‘Starts With’ - /something)

Visitors using certain device types (e.g. screens under 60px wide)

(Screen resolution – Matching Regex - (^[1-5]?[0-9]?[0-9])x([1-5]?[0-9]?[0-9]$)

Remarketing Audiences Turning Custom Segments into Marketing Assets

Create Remarketing Lists

Requires a slight tweak to your tracking code

Ask The Right Questions… Get to know your audience and connect on a deeper level

Next Segment: Q&A

@FasterclassTips | www.fasterclass.co