Posted by: Nikki Johnson, Marketing Coordinator

There are now advanced segmenting options available in Google Analytics to help advertisers better understand the behavior of “micro-segments” within their visitor base. The new ways to segment an audience will give advertisers “actionable insight” into identifying different users, tailoring offerings toward these users, and driving conversions on the site through search engine marketing and other channels. According to Avinash Kaushik’s blog, you can segment users into three main segments: Visitor Source, Visitor Behavior, and Desired Outcome. These are recommended for a few key reasons:

• Branded Search Keywords: Distinguishing how many users visit your site using branded keywords versus non-branded keywords is helpful in determining your level of brand awareness. Also, it might be useful to compare the site behavior of visitors who already know your brand to visitors who do not. Do they visit more pages? Do they spend more time on a specific page?
• Visits with a High Degree of Engagement: Depending on your goals, it might be beneficial to look at users who have viewed a high number of pages per visit or spent a long period of time on a particular page. In order to pinpoint areas for improvement, it is good to understand which site content is engaging users and which is not. This may also have a positive impact on your SEO.
• Visitor Conversion: Looking at what type of users convert and what activities/steps the users engaged in before converting can offer insight as to how you can direct other users to a similar path, as well as improve current conversions.

For more detail on these segments, visit Kaushik’s blog post.