In this article we will discuss the key differences between segments and filters. In most cases the results of both of these are the same, however, they are fundamentally different.
Basic differences between segments and filters
Segments in Google Analytics let you view subsets of your data in reports. For example, only paid traffic, only organic traffic. They allows you to change your data on the fly, which means as soon as you apply the segment, the data is filtered out immediately.
Filters in Google Analytics change the data permanently rather than changing the data on the fly. This means when only filters are applied in your reports, it will permanently change the data. For example, if you create a view with a filter (country specific) to include only United States country traffic, then that view would only have data from the United States.
Filters can be created from the admin section or from the reporting view.
Admin > View > Filters
Filters can also be created at account level and then be applied to the view.
Impact of filters and segments on data in Google Analytics reports
Segments in Google Analytics reports are used to analyse a subset of data, for example, to view traffic from a specific browser or specific device.
Segments don’t impact the data permanently, they work only for the time they are applied to the reports and, once the segment is removed, the data goes back to normal immediately.
Filters in Google Analytics can be used to collect only specific sets of data. For example, create a view filter to include only paid traffic or organic traffic.
Filters change the data permanently, that means once you apply a filter in any reporting view then data is affected permanently. You will not be able to retrieve any data if you applied an incorrect configuration.
How do segment and filters impact data historically?
Segments have an impact on historical data as well as future data. Let us consider an example, you have created a segment today to include traffic from only the Chrome browser. You can apply this segment to any date in the historical data as well as the future dates.
Filters do not work in this way. Filters start collecting data from the day they have been created. They will not change any historical data but future data is changed based on the configuration of the filter that we have created.
For example, if you have created a filter to include only traffic from ‘United States’ and applied it to a specific view. Going forward all the data in the view would include only from the United States and it will not change any historical data.
Access levels required to create segments and filters in Google Analytics
To create a filter in Google Analytics you should have edit access for the view in which you are creating.
Since filters affect the data permanently it is best that only users with high levels of access can make the changes.
Segments, on the other hand, can be created by anyone who has access to Google Analytics.
Impact time of filters and segments in Google Analytics
Once the segments are applied to the report, you can see the impact immediately. It will change the data immediately based on the configuration provided.
Filters take some time once they are applied to any reporting view. Generally, it would be only a few minutes once the data is changed based on the filter configuration.
When to use segments and filters in Google Analytics
Segments should be used when you want to analyse subsets of data in your reports and it is best for ad hoc analysis. Basically, they should be used when you do not want to alter the data in your reports permanently.
Filters should be used for long term segmentation purposes. Create a filtered view to collect only traffic from specific regions or countries.
Configuration differences between filters and segments
Segments are more powerful and have more options available while creating one. You can create segments by using different kinds of statements, string matches, as well as numerical conditions.
Segments can be created based on traffic sources, technology, behaviour and sequences as well, as shown below.
Filters don’t have an option for sequences. However, you can use cascading filters for combinational effects. Generally, filters work in the order of application, so the output of the first filter will be the input of the second filter, and so on.
I hope this article has given you an idea about what exactly segments and filters are and when they should be used.
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
About the Author
Himanshu Sharma
Founder, OptimizeSmart.com
Over 15 years of experience in digital analytics and marketing
Author of four best-selling books on digital analytics and conversion optimization
Nominated for Digital Analytics Association Awards for Excellence
Runs one of the most popular blogs in the world on digital analytics
Consultant to countless small and big businesses over the decade
Learn and Master Google Analytics 4 (GA4) - 126 pages ebook
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
Cookie
Duration
Description
cookielawinfo-checkbox-analytics
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional
11 months
The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance
11 months
This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy
11 months
The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.