News & Opinions
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Google Analytics Visitor Segmentation: Users, Sequences, Cohorts!
Avinash Kaushik / Occam's Razor / September 9, 2013
My love for segmentation knows no bounds. Weather you do online, offline, nonline analysis, or just randomly playing with data, insights arrive faster with segmentation.
In fact I’ve gone so far as to say: “All data in aggregate is crap.”
That’s certainly a bit melodramatic, but beyond the most bare bones “ahh, I see something is happening” you are unable to get anywhere with aggregate data.
To assist your quest for faster, smarter insights, I’ve defined the Segmentation Selector Framework (Acquisition, Behavior, Outcomes), shared downloadable versions of my favorite segments, Non-Flirts, Social, Long Tail, and recommended the mating of custom reports with advanced segments (downloads provided there too!).
We are going to continue our quest today. This post covers an important evolution in Google Analytics’ segmentation power. Something I’ve been dying/pushing for a very long time. The ability to segment Visitors, and not just Visits or Hits!
I’m so excited about this because we can finally focus on people, multiple visits by the same person, the multiple media/marketing touch points for the same person and do some pretty cool cohort analysis.
You are going to love analytics and analysis so much more by the time you are done with this post! You might also become a crazy fan of the glory that comes from ditching the lameness of last-click / last-visit obsession that pervades all current web analytics tool.
Prologue: Visitors, (Visits) Sessions, Hits
One of the key things we are going to learn today is to align our metrics and dimensions optimally to ensure we report good, clean, sensible data. Before we jump into that exciting adventure, I want you to checking a recent post that covered the importance of aligning hit level metrics with hit level dimensions and session level metrics with session level dimensions.