I’m sure most if not all of you know about the awesome tool that is Google Analytics. It’s FREE, there are multiple wonderful plugins to integrate it with WordPress (I use Yoast’s plugin), and when used correctly, it allows you to track all kinds of interactions with your website.
One of the easy features to implement is the Advanced Segment feature. Advanced Segments require no updates to the Analytics code on your site, only a little bit of configuration within Google Analytics. I use Advanced Segments for a variety of things, but one important use is to track how readers from a specific referring source interact with your website.
So let’s say I want to see how readers from Google interact with Elizabeth Anne Designs.
First, log in to Google Analytics and access your website profile.
On the left sidebar, click on Advanced Segments.
Click ‘Create new custom segment’.
Under Dimensions expand Traffic Sources. Drag and drop Source into the dimension or metric box. Leave the condition as Matches exactly and in the value field type google.com. Name your segment Google and click Create Segment.
Now, navigate back to your Google Analytics Dashboard. In the top right, there is a dropdown for Advanced Segments. In the dropdown, place a checkmark in your new Google segment and click Apply.
Your Dashboard will now show you how “All Visits” and “Google” stack up to each other!
Now to take it even further, let’s say you sell a product and have a checkout page on your site. If people successfully check out, they are taken to a “thank you” page. That thank you page represents your sales conversion page. With Advanced Segments you can now see how many visitors from Google are converting into sales.
Navigate to Content -> Top Content. At the bottom of the table, in the Filter Page field, type /thank-you/ (or the URL of your order success page) and click Go.
Voila! Data showing you how many sales conversations you received from Google visitors. Of course, this is also useful for other page views, such as how many visitors are viewing your contact page, and other referring sources, such as external advertising you might purchase. And soon, we will talk about Google Analytics Event Tracking and how to combine Event Tracking with Advanced Segments – which is where the real fun comes in!
So have I inspired you to try out Advanced Segments? How will you apply them to your site analytics?