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Advanced segments in Google Analytics with sequences and conditions


What does web analysis mean? We could say, deliberately simplifying, that it is about identifying a behavior within a context.

When we can understand what actions were now carried out by a set of users within a scenario that is as clear as possible, we only have a way to find an answer to our question. And on this to activate concrete actions that push our project one step further.

In Google Analytics, one of the essential tools for narrowing the context is segments. They apply to (almost) all reports, and once configured, they follow us on the platform allowing us to skim traffic effectively. However, many stop at adopting – although numerous, it is fair to say – predefined segments. Under the body, the pieces present attractive opportunities even for those looking for that classic “extra gear.”

So, today I would like to talk to you about the sequences and conditions.
Before starting, a premise that has now become customary. All the data you will see in the following images comes from the Google demo account. Analytics, or web analytics, is the measurement, collection, analysis, and reporting of web data for understanding and optimizing the use of the web. That’s is a real account, fully configured, made available in read-only mode by Google for people to experiment freely with the platform. It’s the starting point for learning how to segment traffic at an advanced level.
The Topic Of This Post
1 Advanced condition-based segments
2 Advanced Sequence-Based Segments
3 Point the spotlight
Condition-based advanced segments
Through the conditions, you can create a segment that groups the sessions (or, in a broader sense, the users in different sessions) using any dimension or metric present on the platform together or strictly.
Individual dimensions or metrics act as filters, which can include or exclude steady traffic. Each filter can be applied according to the Boolean algebra “AND” (all conditions must be valid) and “OR” (any of the conditions must be accurate).

For example, I could create a segment that includes all users whose landing page contains the word “apparel” in the URL and whose session is from a “desktop” device category, excluding from this set all those arriving from a source “google / organic.”

Advanced sequence-based segments
You can instead create a segment that groups the sessions or users based on sequential steps through sequences.
The keyword, in this case, is sequential steps. For each filter, it is possible to establish whether the sequence must begin with the first user interaction or with any exchange, even after the first one. In each filter, each condition is referred to as a “step,” and it can be indicated whether each step must immediately follow the previous one or occur in any subsequent session.
The most straightforward and most intuitive sequence-based segment? A user who saw your homepage (step 1) and in the same session immediately saw your shopping cart in sequence (step 2). We are restricting you based on your behavior on our site.

Point the spotlight
Audiences are, in Google Analytics, perhaps the most prominent tool – on the other hand, they can be configured starting from almost every relationship – and at the same time the least exploited to the end. Also, considering the possibility of sharing them (after connecting the two platforms) with Google Ads seo to expand an insurance remarketing strategy, there is no reason to ignore them.