How to create segments in Google Analytics

Table of contents for how to create segments in Google Analytics

  1. What are segments in Google Analytics?
  2. How to create a new segment in Google Analytics
  3. How to apply segments in Google Analytics
  4. How to remove segments in Google Analytics
  5. How to edit segments in Google Analytics
  6. How to copy segments in Google Analytics
  7. How to share segments in your Google Analytics reports
  8. What is segment availability in Google Analytics?
  9. How to delete segments in Google Analytics
  10. How to analyze data with segments 
  11. How to create audiences from segments
  12. What are conversion segments in Google Analytics?
  13. How to create conversion segments in Google Analytics
  14. How to delete conversion segments in Google Analytics
  15. Limitations of segments

What are segments in Google Analytics?

In Google Analytics, a segment is a subset of your data. Generally, Google Analytics collects the data and provides everything in the reports, which means you would be seeing all sessions, all visits, total revenue, landing pages, total time spent of all visitors.

However, if you would like to analyze traffic only from mobile devices, then you can create a segment that includes mobile devices traffic. So, segments help to narrow down the aggregated data which is collected by Google Analytics and lets you see what you need.

By default, the ‘all user’ segment is applied in Google Analytics. This segment includes traffic from all users in a date range selected in your reports.

Note that segments will not alter any data in your Google Analytics reports. You can apply up to four segments at a time in your Google Analytics reports.

62 point checklist 
Get the E-Book (50 Pages)
Google Analytics 4 thumb 
Get the FREE E-Book (50+ Pages)

How to create a new segment in Google Analytics 

Step-1: Navigate to the report where you want to create the segment. For example, audience reports in your GA account.

Step-2: Click on ‘Add segment’.

Add segment

Step-3: You will now be landed on the segment builder section as shown below.

Segment Gallery

Step-4:  Click on ‘New segment’.

Click on new segments

Step-5: Provide a name for your segment. If you would like to create a segment to view only US traffic then in the location field select ‘country contains ‘United States’’ as shown below.

United States Traffic

Step-6: When you create a segment, on the right-hand side you will also be able to view the summary of the segment.

segment summary

Step-7: Save the segment and it should now be applied to the reports.

United States Segment
How to create segments in Google Analytics 57

How to apply segments in Google Analytics

Step-1: Log in to your Google Analytics account.

Step-2: Click on the ‘Admin’ section from the left-hand menu.

Admin section 3

Step-3: Now, select the view in which you would like to create a segment.

view settings 1

Step-4: Select the report in which you would like to apply a segment. For example, the audience report.

Audience overivew reports

Step-5: Click on ‘Add segment’ at the top of your report.

Add segment

Step-6: You will now see the list of segments which includes both the built-in segments and segments which you have created or imported.

Segment Gallery

Step-7: In the list of segments, select the segment that you would like to apply for the report. For example, mobile traffic.

mobile traffic

Step-8: Click on ‘Apply’. 

Apply segmentss

Step-9: The report will now include a segment that includes mobile traffic.

Mobile traffic segment

Note: The blue line in the report above indicates all users traffic and the orange line indicates mobile traffic.

How to remove segments in Google Analytics

Step-1:  To remove the segment that you have applied, click on the drop-down button, as shown below.

removing segment

Step-2: Click on ‘Remove’ and the segment will be removed from the reports applied.

remove segment

How to edit segments in Google Analytics

Step-1: Log in to your Google Analytics.

Step-2: Select the report where you have applied the segment. For example, the audience report.

Step-3: Click on the drop-down next to the segment highlighted, as below.

removing segment

Step-4: Click on ‘Edit’ next to the segment.

Edit Segments

Step-5: Once you click on ‘Edit’ you will again land on the segment builder where you can make the changes and save the segment.

United States Traffic

How to copy segments in Google Analytics

Step-1: Log in to your Google Analytics account.

Step-2: Navigate to the segment that you have created that you would like to copy. For example, mobile traffic site.

Step-3: Click on the dropdown next to the segment.

removing segment

Step-4: Now select a copy from the drop-down.

copy segment

Step-5:  You can make the necessary changes, rename the segment as well and click on ‘Save’.

How to share segments in your Google Analytics reports

Step-1: Log in to your Google Analytics account.

Step-2: Navigate to any report in your analytics and click on ‘Add segment’, you will land on the segment builder

Segment Gallery

Step-3: Click on ‘Actions’ next to the segment and you will see a ‘Share’ option, as shown below.

share segments

Step-4: When you have clicked on ‘Share’, a popup will appear with the URL. Note that when you are sharing the segment, only the configuration is shared and no traffic data is shared.

segment sharing configuration

Step-5: You can now copy this link and send it by email to share the configuration.

What is segment availability in Google Analytics?

Segment availability is the ability to share the custom created segments across different views or restrict it to the particular view in which the segment was created. 

Let us see how to use this feature in Google Analytics.

Step-1:  Log in to your analytics account and go to the segment builder section.

Step-2: For custom created segments, you will see an option on the right-hand side, as highlighted below.

Segment availability

Step-3: Click on ‘Change’ to see the different options that are available to make the segment visible in any view.

segment visibility settings

Step-4: You will see a popup like below with three options for making the segment available.

segment availability options
  • I can apply/edit segments in any view: Makes the segment available in any view that you have access to.
  • I can apply/edit a segment in this view: Restricts the segment to only the view where you have created a segment.
  • Collaborators and I can apply/edit segments in this view: Other users with collaborate permission to the view will be able to apply and make edits to the segment that you have created.

How to delete segments in Google Analytics

Step-1: Log in to your Google Analytics and navigate to the segment builder section

Step-2: Select the segment that you wish to delete and click on ‘Action’.

segments in Google Analytics

Step-3: A popup will appear with various options, select ‘Delete’.

Delete Segment

Note: You will not be able to delete the default segments that are available in the account

How to analyze data with segments

To understand the data with segments let us apply two segments to the reports. For this example, I will apply two inbuilt segments which are new users and returning users.

Step-1:  Log in to your analytics account and navigate to audience reports.

Step-2: Click on ‘Add segment’ at the top of your reports.

Add segment

Step-3: From the inbuilt segments, select ‘New users’ and ‘Returning users’ and then click on ‘Apply’.

New and returning users

Step-4: From the reports, you can understand that the number of returning users (3034) is fewer than the number of new users (14707).

segment report

Step-5: Along with the users, segments will also provide data such as the number of sessions, pageviews, and bounce rate for both new and returning users.

segments complete report

Step-6: To analyze further, you can navigate to demographics reports and select ‘Gender’. The report below shows that there are more new male users (2775) compared to female users (2278). 

Gender report

Step-7: You can drill down even further into the report by navigating to the locations report under geo and see which location is top for new/returning users. 

From the screenshot below, we can understand that the United States is the top location.

location report

How to create audiences from segments

Step-1:  Log in to your analytics account and navigate to audience reports.

Step-2: Click on ‘Add segment’ at the top of your report.

Add segment

Step-3: Select the segment from which you would like to build an audience and click on ‘Action’.

segment actions

Step-4: When you click on ‘Action’ you will see a drop-down. Select ‘Build audience’ from the options provided.

Build audience

Step-5: You will now be taken back to the audience configuration page which has three steps.  

  1. Audience source, which is Google Analytics view
  2. Audience definition
  3. Audience destination
Audience Configuration

Step- 6: Click on the pencil icon in the audience definition to make changes, this will show you the segment builder window. You can select the membership duration for your audiences based on your requirements.

audience definition

Step-7: Now, provide a name for your segment and click on ‘Next step’. I have changed the definition of the segment to include only mobile users. Now, GA will automatically populate the eligibility for your audience.

Mobile audience

Step-8: As the last step to building audiences you can select the destination account and publish the audience.

Audience destination

What are conversion segments in Google Analytics?

Conversion segments let you isolate and analyze your specific sets of conversion paths in your multi-channel funnel reports.  Conversion segments are only available in multi-channel funnels (MCF) reports. 

Just like the normal segments, you have default segments available in MCF reports as well. To find the default conversion segments follow the below steps.

Step-1: Log in to your Google Analytics reports.

Step-2: Click on the ‘Conversion’ tab from the left-hand menu in analytics.

conversions tab in GA

Step-3: Select ‘Overview’ from the multi-channel funnels reports as shown below.

MCF overview tab

Step-4: On the right-hand side below the multi-channel funnel overview report you will see conversion segments and also default segments.

Default conversion segments

Step-5: To apply the default segment, select the check box next to the segment name and click on ’Apply’.

Apply conversion segment

Step-6: Once the segment is applied, you will notice it in your reports as shown below.

conversion segment applied

How to create conversion segments in Google Analytics

Step-1: Log in to your analytics account and navigate to MCF reports.

MCF overview tab

Step-2: Click on ‘Conversion segments’ below ‘Multi-channel funnels overview’.

conversion segments

Step-3: On the right-hand side, you will see an option to ‘Create new conversion segment’.

create conversion segment

Step-4: You will now see a conversion segment configuration panel. For example, let’s create a conversion segment only for affiliate traffic.

Affiliate conversion segment

Step-5: Click ‘Save’ and you will see that the user-defined segment is now applied to your reports.

How to delete conversion segments in Google Analytics

Step-1: Navigate to your MCF reports in your Google Analytics account.

Step-2: Select the conversion segment that you wish to delete.  Let us consider the affiliate segment that was created previously.

Affiliate conversion segment 1

Step-3: Below the segment configuration, on the right-hand side you would see the option to delete segments.

Delete conversion segment

Step-4: Click on ‘Delete segment’ and you will see a popup to confirm that you wish to permanently delete the segment. 

Delete conversion segment confirmation

Step-5: Click ‘Delete’ to delete the conversion segment from all profiles.

Limitations of segments in Google Analytics

  • You can apply up to four segments at a time in any report in analytics.
  • Up to 1000 per user segments can be applied in any view.
  • A view can have only 100 segments per user that can apply/edit by that user in the view.
  • A view can have only 100 segments per user that can apply/edit by any users in the view.
  • For user-based segments, you can apply a maximum date range of 93 days to your reports. In case, if you select more than 93 days then analytics will reset the date range to include only 93 days of data.
  • For user-based segments only the first 1000 sessions are reported by analytics, sessions count beyond 1000 in a 93-day window will be considered as a bot or non-human traffic.

Congratulations!! You have now learned how to create, add, remove, delete and manage segments. 

Related Articles

Register for the FREE TRAINING...

"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
error: Alert: Content is protected !!