GA 101: Ready to use Google Analytics Segments for your business

Sinan Ata
Sinan Ata
May 14, 2019 · 4 min read

Google Analytics is shipped with some ready to use segments enabling you to start understanding your audience, here’s a full list with descriptions and potential use cases;

Google Analytics — Predefined Segments (should be available for you on the top side of your GA screen)

Any measurement is better than no measurement…

In your first couple of days with Google Analytics, you’ll realize segments are a great way of grouping users with different behaviors and variables. There are some predefined segments shipped with the product.

Let’s start from the basics:

  1. All Users: This is your default segment, with no additional filters or conditions, it’s showing you all the sessions and users visiting your website or app.
  2. Bounced Sessions: As you can see in the segment details, this segment is showing you all the sessions who have more than 0 bounces. You’ll find this data useful as you grow your website content. Even though it’s not telling the full story, it’s giving you a glimpse of user behavior. (Especially about your landing pages)
  3. Converters: This is only meaningful if you’ve gone the extra mile and set up your conversion goals or transactions. This segment is limiting your data down to sessions who converted at least once based on your goal or transaction settings.
  4. Non-Converters: Exact opposite of the number 3, sessions who did not convert at any level.
  5. Direct Traffic: If you’re not familiar with UTM tags, you should start from there. This segment is assuming all the incoming traffic with no utm_medium specified is direct traffic. This can be users who heard about your website in the offline space or returning users who are already familiar with your domain name.
  6. Made a Purchase: Again only meaningful if you defined e-commerce goals. Showing you the sessions who made a purchase, you can go deep into behavior, demography and other details of this segment and make better decisions on which users to acquire for boosting your sales.
  7. Mobile and Tablet Traffic: As you know, almost all of your website visitors are leaving a footprint telling you more about the device they’re using to access your website. This segment is limiting your total sessions down to mobile and tablet users only.
  8. Mobile Traffic: Same as previous, limited down to mobile only.
  9. Tablet and Desktop Traffic: Same as previous, tablet and desktop users this time.
  10. Tablet Traffic: Same as previous only tablet users.
  11. Multi-session Users: Users are generating sessions on your website. On Google Analytics, a user’s session will expire after 30 mins of inactivity and the next visit to your domain will start another session. In this context, this segment is giving you users with only more than one sessions who may or may not perform multiple visits.
  12. Single Session Users: Users with only one session on your website, great data for understanding why you couldn’t make them visit your website again and most probably lost them.
  13. New Users: This segment is strictly tied to timeframes you’ve chosen, it will limit your data down to users who have at least one session during that timeframe (meaning have not visited your website before)
  14. Non-bounce Sessions: Imagine, a user landed on your website through Google Search on one of your blog posts, this segment is showing you only people who have gone the extra mile and visited at least one more page after reading your blog post. Great for measuring the effectiveness of your messages and visuals.
  15. Organic Traffic: Google Analytics is going to UTM tag all the incoming traffic from well-known search engines as utm_medium = organic. This segment is showing you only them. A valuable metric for tracking offline press coverages, word of mouth, and SEO performance.
  16. Paid Traffic: If you look into details of this segment, you’ll find a simple regex formula. Again using UTM medium tag, so if you have paid traffic sources with different medium variables out of this list, they won’t be visible here. You should enhance the regex formula and save the segment for accurate results.
  17. Performed Site Search: Many websites out there today offering custom site search features mostly using URL variables such as “”. Good news is, you can teach Google Analytics about your site search URL structure so it can collect and tag users who performed internal searches on your site. Super valuable information for understanding user demand and intent.
  18. Referral Traffic: A predefined segment built on a predefined channel grouping, Google Analytics will try to tag all the incoming traffic for your website as Organic, Referral, Social and Paid. This represents the traffic you’re receiving from other websites who are not among the well-known search engines.
  19. Returning Users: Again strictly tied to the timeframe you’ve chosen. The number of users who visited your website more than once in a specific timeframe. Why they came back? What did they do? Is there any correlation between your desired outcomes and a user coming back? These are valid questions. Let’s discover!
  20. Search Traffic: Combination of your paid search traffic and organic search traffic. Can be handy for comparisons.
  21. Sessions with Conversions: If you’ve set up goals, you can limit your data down to converting sessions only. This is your ideal cohort, how can you get others to do the same? Compare to the general audience and understand the unique value here.
  22. Sessions with Transactions: Related to e-commerce and sales transactions, while your goal can be user registering on your website, your transactions are your actual sales, higher on value pyramid of users. What happens before you can actually sell something? Why your transactions are lower than your goals? What makes people stop before buying anything from you? Is it your products? Content? Payment options? Discover here.

If you started feeling like predefined segments are not enough for you, you’re definitely on the right path for understanding your audience. You should go to the next level and work with Dynamic Segments.

Sinan Ata

Written by

Sinan Ata

A seasoned digital marketing executive. Enjoys reading and writing on remote talent management, growth hacking, and the future of work:

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