Google Analytics segmentation changes

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The revolution will be analysed

Further changes are on the way for Google Analytics, as an official blog post from the service announced significant updates to segmentation in analytics.

Segmentation is one of the most powerful tools within Google Analytics, allowing users to isolate and analyse the various subsets of their website traffic. The predefined areas of focus include visits which come through Pay Per Click and visits which end with a conversion. Users are also able to create areas of their own focusing on almost any aspect of data relating to visitors of their website.

Better decisions, faster

The post from Wayne Xu, a member of Google Analytics team explained that the changes to the service were designed to allow users to make "better decisions, faster."

Xu announced that there would be five main areas of focus, with new features and tools designed to make Google Analytics easier for new users, as well as more powerful for experienced users. The areas to be revolutionised include:

  • User segmentation - Previously user created segments were judged purely on visits, rather than users. This is set to change, with webmasters able to define whether they wish their data to be recorded in terms of total visits or by unique visitors. By providing users with a clearer picture of the size of their audience, retargeting and return visit messaging is made significantly easier.
  • Cohort Analysis - A significant boost to the consistency of reporting, this introduction will help to study the benefits of specifics groups of customers. For example, you can study the behaviour of visitors who visited within a certain timeframe, which can provide highly useful data if combined with the dates of particular advertising campaigns.
  • Sequence segment - An easier way to group users or customers based on their actions when using your website. Amongst the many uses of this function will be the ability to monitor conversions from a certain landing page and the most common path taken by users who converted.
  • Segment templates - As mentioned, users can create their own sequence segments. However, data will automatically be monitored for six of the most common cases. These topics include traffic sources, date of first visit, behaviour, demographics, e-commerce and technology (mobile, tablet, online etc).
  • Refreshed user interface - As with the recent changes to Google AdWords reporting, Google will attempt to significantly improve how Google Analytics works for users with a fresh user interface. Analytics looks set to become not only more powerful, but far easier to use and find the exact data required by users.

Siobhan Hoy, account manager at theEword commented: "While these changes have not been implemented within Google Analytics just yet, it is certainly an exciting time for users as updates continue to be made to improve the ease of reporting. Whether you are managing your own website or tracking the progress of a client's campaign, both reporting and monitoring looks set to not only be less time consuming, but will also produce significantly more advanced and helpful data."