When working on site promotion and analytics, you’ll inevitably come across traffic segmentation, identifying characteristics of your target audience, and further analyzing them. Today, we’ll talk about audience analysis capabilities in Google Analytics.
Let's first define the terminology:
Segment - A manual grouping of users based on specific parameters that allows you to maintain separation and make comparisons in Google Analytics reports.
Audience - A defined group of sessions or users based on specific characteristics, which can be exported to Google Ads and stored in Google Analytics.
When and why to use them?
We create segments for several key reasons:
- Comparison - To understand the effectiveness of each segment and draw specific conclusions.
- Isolated Analysis - To focus on a specific dataset for a particular segment.
- Data Export - To present a dataset for the chosen segment.
An example of using a segment can be shown in the following study formation in Google Analytics 4:
You can create a segment in the following places:
👉 In generating the “explore” report in Google Analytics 4 as in the screenshot above;
👉 In Google Analytics 4 resource administration.
Audiences are created in the same way as segments, only in the “administration” tab, as in the screenshot above.
This is where your creativity meets the necessities of business processes.
Audiences come with several crucial characteristics:
- Data Retention Time - 540 days, which isn’t available in Google Ads;
- Export to Google Ads for advertising activities;
- Internal Segmentation by sessions and users based on Client ID.
From here, it all depends on the business needs and the goals set for web analytics.
We hope you found this material helpful, and we look forward to seeing you again on our blog!
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