How to do segment analysis with Google Analytics

Do you know what users are doing on your site?

Because different types of users come to your site and their behavior changes depending on the type of user, you need to segment and analyze users to understand their behavior.

Learn how to use Google Analytics to categorize and analyze your users, and how to use them for easy segment analysis.

1. What is segment analysis?

In order to improve the site, it is essential to understand the trends of users and the number of sessions and exit rates of each page.

But not everyone who visits the site is the same. For example, users coming to the site for the first time, subsequent users, those who have purchased a product, users who are watching on a PC, users who are watching on a smartphone ...

First-time visitors and repeat visitors tend to behave differently because they have different knowledge of the site and different purposes for visiting the site. Retrieving only the sessions of users with the same attributes reveals their behavioral trends and the underlying Web site improvements.

In this way, segment analysis analyzes sessions by segmenting them according to the characteristics of users.

2. How to do segment analysis with Google Analytics

Google Analytics provides commonly used segments by default. On the other hand, you can also create and use your own segments. Explains how to switch segments and how to create your own segments.

① How to switch segments

As an example, here are the steps to segment your site-wide summary by “converters” and “non-converters”.

After logging in to Google Analytics,

1. Click [Action> Summary]
2. Click [Add Segment]
3. From the list of segments, select [Converted users] [Unconverted users]
4. Click [Apply]
Google Analytics "Behavior" report ""

The selected segment is displayed at the top of the page, and the summary shows "converted users" and "non-converted users."

The segment is maintained even if the display items are switched. For example, if you select "action> site content> all pages", the number of sessions and exit rates for each page will be displayed separately for "converted users" and "non-converted users".

In addition, there is a segment called "converted session" in the segment, but "converted user" includes all converted user sessions, while "converted session" The difference is that sessions don't include sessions that have completed conversions. For example, if user A converts in the third session, the number of "converted users" will be three, while the number of "converted sessions" will be one.

It is important to note that the meaning of numbers is difficult to grasp for the combination of segments and metrics.

② Analysis method of original segment

With Google Analytics, you can freely create segments by combining conditions. As an example, create a segment for "Japanese users browsing the site using a PC".

1. Click [Management> View> Segment> New Segment] from the menu on the left.
Google Analytics segment setting screen
2. In [User Attribute> Region], specify [Country] [Exact Match] and enter [Japan]
Google Analytics segment demographic settings screen
3. From [Technology> Device category], specify [Exact match] and enter [desktop]
4. Give a suitable name and click [Save]
Google Analytics Segment Device Settings Screen

You have created a new segment. The created segment will be displayed in the segment list just like the default segment.

For the sake of explanation, we created a segment by combining multiple conditions, but be careful because combining too many conditions will result in complicated conditions, which will make analysis difficult.

Google Analytics allows you to analyze segments separately, but increasing the number of segments will cause the table to grow vertically, making it difficult to compare between pages.

3. How to do segment analysis in Anatomy

In the access analysis tool "Anatomy" to "visualize" Google Analytics, major segment analysis such as new / repeater analysis or device-specific (PC / smartphone) analysis is preset, and when registering which of them to use Select in advance. This makes it easy to compare between pages and compare with the past when performing segment analysis.

To switch segments in Anatomy, simply select the segment you want to see from the upper left select box.

Left: New repeater / Right: By device
Segment switching screen of access analysis tool "Anatomy"

All pages are displayed on one screen, so you can easily find pages with a high number of page views and high exit rates in a specific segment.

In addition, you can check the index of each page over the past 5 weeks by segment.

Trend graph by segment of the access analysis tool "Anatomy"

By observing trends in the number of inflows and exit rates by segment, you can analyze the effectiveness of ads and the usability of the site for a specific segment.

In this way, Anatomy makes it easy to compare metrics between pages and to see changes over the past five weeks by segment such as new / repeaters and devices (PC / smartphone).


The users who visit the site vary, and the knowledge of the site and the purpose of visiting the site are different. By segmenting users by segment analysis, it is possible to analyze user behavior from different perspectives. Please try "Anatomy", a tool that can perform segment analysis while comparing all pages.

If you have any concerns about Google Analytics settings, such as the fact that a particular page cannot be retrieved successfully, there is also a service that can diagnose the status of Google Analytics settings.

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