Advanced Segmentation: The Key to Better Decision-Making Using Google Analytics | Online

About this workshop

Segmentation in Google Analytics is how you move from simple trend reporting to powerful data analysis and decision support. Segments are where you’ll find all the golden insights you’re after, hidden below the surface - just waiting to be discovered.

The default reports in Google Analytics aggregate and jumble together data across all website visitors. But not all of your visitors are the same and they don’t all act the same (some convert, some convert eventually, some convert with nudges, some never convert).

Segmentation allows you to parse out the differences and use these differences to increase conversions and target the “right” user. This gives you a tremendous amount of insight into your online marketing efforts – be they SEO, PPC, Email or Social Media.

Segmentation is consistently one of the most sought-after, yet under-utilized and confusing features of Google Analytics for users across all competency and background levels. This workshop will help you master this powerful skill.

Takeaways

• Understand how Segmentation adds value to your business
• Learn how to use default and custom Google Analytics segments for “slicing and dicing” user behavior both within a session and across sessions
• Understand how to create conditional and sequential segments (e.g. users who have visited your blog and your checkout or contact page, and followed a specific path.)
• Explore example business questions you can answer with Segmentation
• Learn how to use Google Analytics segments to create audience targeting and remarketing lists for Google Ads

Prereqs & Preparation

• Please bring a laptop computer to class (a Windows PC or Mac)
• Have the Google Chrome Web Browser installed on your computer (https://www.google.com/chrome/browser/desktop/index.html)
• Sign up for a Google Demo Account (https://analytics.google.com/analytics/web/demoAccount)
• You should have a working Google Analytics account connected to a website with some traffic. This is a hands on course and you will benefit greatly if you have a website you can work with beyond the demo account.