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Summary: This article gives an overview of my process for comparing different segments of visitors. I do this to identify which factors, such as marketing source, are leading to website visitors meeting the business objectives. This process also tells you which factors are leading to your website visitors specifically not meeting your business objectives. You will also see which factors don’t really matter.

You can apply this process to answer the common question of where are my customers coming from.

One of my most frequently asked questions is “Where are my customers coming from?”

Now if you’re like the majority of Google Analytics users the way you would try to find out this information is by opening up Google Analytics and looking at one of the ‘All Traffic’ reports. Here you might see that 20% of all your visitors are coming from Facebook, or that 40% of your visitors are coming from Google Organic Search (yours will be different), but so what? What does this tell you about your customers?

If you want to find out where your customers are coming from and what they’re getting up to on your website you need to find a way to isolate them on Google Analytics.

Now your customers might be signing up to your email list, buying a product, making a donation or doing something else entirely. Lets assume that your customers are buying a product directly on your website.

When your visitors buy a product from your website do they go to an order confirmation page? (If you’re not sure, try buying a product from your own website and see). If yes, then this is an easy way to isolate your customers. Take the URL of the order confirmation page and create a Goal in your Google Analytics that triggers any time a person visits that page. If you are not sure how to do that, I will write a blog post shortly that teaches you how to do it and I’ll link it here.

What you need to do next is create a Segment in your Google Analytics. If you are not sure how to do that, I will write a blog post shortly that teaches you how to create segments and I’ll link it here. With the segment you want to select all visitors who achieved your Goal.

There are two different ways that you can create this segment, you can select all Users who achieved the Goal or all Sessions that achieved the goal. I’ll explain this a little further as the difference is subtle.

If you choose all Users who achieved the Goal then you will see the marketing source of all visits to your website by these Users, not just the visit when they purchased your product. If your visitor visits your website more than once, this way of creating the segment can give you an overview of the marketing sources preferred by these customers in general, not just the specific one time they purchased.

The drawback is if one person visited your website 100 times during the time frame you selected and all the other visitors only visited your website 1 time each, then the result Google Analytics gives you will be skewed by the effect of the user who visited so many times.

If you choose all Sessions in which the Goal was achieved, then you will see the marketing source for only the visitors who purchased from you and also only the sessions in which they made a purchase. So if a visitor found your website 100 times via Google Organic Search but then made a purchase after reading an email you sent them, the segment will show only the visit in which they purchased (which will show they came from Email if you have your email links set up correctly).

So as you can see it does matter whether you base your segment on Users who achieved the Goal or Sessions in which the Goal was achieved, but if you’re not sure which you want to pick then create a segment for each of them and check both. I usually go by the Users segment rather than the Sessions segment, because I like to compare Purchasers with Non-purchasers and this is more accurate if you base your segment on all Users who purchased vs all Users who never purchased.

I usually create three segments to compare these different types of Users:

  1. Purchasers (the people who bought from you)
  2. Not Interested (these are the folk who only looked at one page and then left)
  3. Browsed But Did Not Buy (these are the folk who looked at more than one page and then left)

Apply these three segments within your time frame and then go to the ‘All Traffic –> Source/Medium’ report.

The column you want to look at here is Sessions, and more specifically the % of total which will be written in grey next to each source.

To really see this clearly you will need to export the data and turn it into a chart, with percentage on one axis and source on the other axis. Look out for any anomalies, like the chart in the feature image of this blog post that shows a higher percentage of visitors who purchased came from Bing compared to the visitors who didn’t purchase.

What’s next?

If you are responsible for digital marketing you will need to know how to collect and read numbers. This will improve your results and help you to generate more revenue from your online presence.

If you would like even better digital marketing results then I guarantee that I can help you with that. Getting started is simple – just subscribe to my free web analytics training by filling out the form below.

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Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

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Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020