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As we continue our detailed look at segmentation in Google Analytics, this latest article will help you to build specific segment recipes that you can create and reuse. These examples can help you to compare key audiences to each other in order to find differences that can drive your profitability.

You can see up to four different segments at the same time in Google Analytics. These can be plotted against each other in graphs or used to read different results as individual rows in tables.

Note: These examples assumes you are using Enhanced Ecommerce. If you are using Standard Ecommerce you would need to adjust your segments slightly – for example you could use page depth or events to indicate engagement or particular stages in the sales pipeline.

Now onto the recipes.

Users who abandoned because they weren’t interested

For this segment we will identify all users who were not interested enough to look at a product listing. We could choose to include or exclude this group of users in our segment, or create one segment of each condition and compare them.

To create this segment we use Advanced Conditions and set the conditions:

Filter Users Include Product List Views per user = 0

AND Transactions per user = 0

You can see these settings depicted in the image below:

Users who were interested but did not buy anything

For this segment we will identify all users who were interested enough to look at a product listing, but did not ultimately complete their transactions.

To create this segment we use Advanced Conditions and set the conditions:

Filter Users Include Product List Views per user > 0

AND Transactions per user = 0.

You can see these settings displayed in the image below:

Users who added an item to the cart

For this segment we will identify all users who added an item to their cart.

To create this segment we use Advanced Conditions and set the conditions:

Filter Users Include Quantity Added To Cart per user > 0

These relatively straightforward settings are depicted below:

Users who added a specific product to the cart

For this segment we will identify all users who added a specific item to their cart.

To create this segment we use Advanced Conditions and set the conditions:

Filter Users Include Quantity Added To Cart per user > 0

AND Product exactly matches <product name>

This is demonstrated in this image:

Users who completed their purchase

For this segment we will identify all users who completed their purchase.

To create this segment we can choose Behavior and set the conditions:

Transactions per user > 0.

Again, this is shown in the image below:

Users who specified a clothing size (or some other custom parameter)

This segment is an example of a segment created from a custom dimension that was added for a custom parameter. You may not have the same parameter, but the concept applies to any parameter accessible through a custom dimension.

The custom dimensions menu is shown in the following image:

Note: The image shows Filter Sessions, but to see Users this will need to be changed to Users.

Once you have been through the process listed here, you will have built several segments around different user audiences. This will be extremely useful in helping you to better understand your customers, and the way that your eCommerce store is working.

In future blog posts, we will look at using these segments in order to find your best opportunities and grow your conversion rate.


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