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As I mentioned in a previous blog post, segmentation is one of the most powerful tools at your disposal in Google Analytics. So it is vital to make the most of the Segment Builder included in the software. This article will tell you exactly how to achieve that.

Now before we get started, I should add that it is possible to set up segments using other ways, such as via the Shopping Behaviour Report. However, I don’t normally add segments using the Shopping Behaviour Report personally. I normally create the segments myself using the Segment Builder in Google Analytics as I find it more powerful.

To open up the Segment Builder in Google Analytics, simply click + Add Segment at the top of any report, as pictured below:

To create a new segment click + NEW SEGMENT and then type in the segment name, as this image shows:

This is the screen that you will see next:

In order to help build your segments, Google Analytics supplies several menus. In this next section of the post, we will take a look at these.


The Demographics menu enables you to easily segment your users by age, gender, language, interests and location. While these are not eCommerce-specific, they can be applied to the eCommerce reports in order to identify how these different criteria affect business results, such as revenue and abandonments.

Check out the image below for an indication of the options offered by the Demographics menu:


The Technology menu enables you to easily split your users into segments via the technology that they are using to browse your website. While these conditions are not eCommerce-specific, this is invaluable for identifying whether or not your website is working well with a particular technology, so that then you can iron out any potential technical issues that are impacting your users and preventing them from purchasing from you.

You can see the technology menu and the options that it offers in the image below:


Behaviour includes some basic engagement data such as number of sessions, recency, number of transactions completed, and amount of time spent on the website. This is particularly ueful if you want to quickly segment by all users, or gain information from sessions with transactions, but you don’t care about any other details.

You can see the Behavior menu and its options in the image below:

Date of First Session

This one isn’t really related to eCommerce, but is useful for tracking whether people are continuing to come back to your website to transact. So, for example, how many of the visitors who first came to your website a year ago are still transacting with you? As you can see from the image below, this is a pretty straightforward section:

Traffic Sources

Again, these are not specific to eCommerce, but every business needs to know where their best customers are coming from. This section allows you to segment based on how the users found your website. When used on eCommerce reports, you can see your revenue and other eCommerce data broken down by the acquisition of traffic, as shown in the image below:

Enhanced Ecommerce (only available if you are using Enhanced Ecommerce)

The Enhanced Ecommerce segment builder enables you to build some very interesting segments based primarily around the products that your visitors are interested in. You can choose between users who performed any action on a product, added the product to their cart, or purchased an item. Then you can narrow down by revenue, product name, product category, product brand, or product variant.

This segment builder is an easy way to build complex segments based on products, and you can see the options offered by this part of the Google Analytics package below:

Ecommerce (only available if you are using Standard Ecommerce)

The Ecommerce segment builder lets you build some very interesting segments based primarily around the transactions that your visitors completed. You can specify the transaction ID, revenue, days to transaction, product name, and/or product category. Check out the options contained within this section in this image:

Advanced Conditions

Advanced Conditions is the menu that I use with the greatest regularity, simply because it enables you to create any set of conditions that you like, while you are also not limited by the options that Google Analytics has set out in the other segment screens. As long as you know, or can work out, the name of the dimensions, or the specific dimensions that you are looking for, Advanced Conditions will let you build anything.

The image below gives you one such example of custom dimensions that can be used within this section:

Advanced Conditions has a long list of eCommerce data that you can use for creating segments. eCommerce Dimensions that you are able to choose from in this section include the following:

  • Internal Promotion Name
  • Product
  • Product Category
  • Internal Promotion Position
  • Product List Name
  • Checkout Options
  • Transaction ID
  • Product List Position
  • Order Coupon Code
  • Product Brand
  • Product Variant
  • Product Coupon Code
  • Internal Promotion ID
  • Shopping Stage
  • Product Category
  • Product SKU
  • Internal Promotion Creative
  • Sessions to Transaction
  • Days to Transaction
  • Affiliation
  • Custom Dimensions – these may be your parameters

I also don’t want you to forget the non-eCommerce specific dimensions such as acquisition channel, source, medium, advertising, page views, events, gender, age, device type, country amongst many others, all of which can be extremely useful.

eCommerce Metrics that you can choose from include the following:

  • Tax
  • Product Detail Views
  • Product Revenue
  • Product List Views
  • Quantity Refunded
  • Product Refunds
  • Product Refund Amount
  • Product Adds To Cart
  • Local Product Revenue
  • Internal Promotion Clicks
  • Product List Clicks
  • Revenue
  • Product Checkouts
  • Product Revenue Checked Out
  • Quantity Added To Cart
  • Shipping
  • Quantity Removed From Cart
  • Unique Purchases
  • Quantity Checked Out
  • Product Removes From Cart
  • Local Product Revenue Checked Out
  • Quantity
  • Local Product Refund Amount
  • Internal Promotion Views
  • Transactions

Plus don’t forget the non-eCommerce specific metrics such as Goal Conversion status.

Advanced Sequences

Advanced Sequences lets you use all the same data as Advanced Conditions, but it also enables you take this another step further, and specify the order that the steps are taken in. This is great for Conversion Rate Optimisation once you have mastered a lot of the other segments described above.

You can see the Sequences section, and the options that it places at your fingertips, in the image below:

So that’s a pretty comprehensive guide to how to use the segment builder to build a segment in Google Analytics. Next you’ll be needing to know how to use your segments to analyse your data and find insights.

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