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3 ways to accomplish segmentation in Google Analytics 4

If youre not using segments together with your Google Analytics (GA) data yet, theres a missed chance of new insights and data activation that you could begin using immediately. In analytics, an analysis will always start out with a high-level summary of the info. However, the true magic starts when delving deeper looking at groups inside your audience and turning data into stories with segmentation.

You can find features in the brand new version of GA that enable actions and quick analyses that werent available before. Its easier to report on audiences, and also in case a website or app only has basic tracking, you can find options to generate advanced and in-depth segments predicated on out-of-the-box metrics.

The very best part? It takes merely several steps, the segmentation might have a direct effect beyond reporting for remarketing and personalization in other tools.

Read next: GA4: What marketers have to know for an effective transition

Why segment in GA4?

Out of thousands (or millions) of data points, learning your customers is really a needle-in-the-haystack situation. The full total audience won’t consist of identical users within their behavior, engagement and decision-making. Segments enable you to isolate a subset of data predicated on user attributes across:

  • Demographics.
  • Content interest.
  • Behavior.
  • Traffic.

A few examples of questions that you could answer with segmentation are:

  • When people discover the site naturally through organic search, which content areas are they probably to browse?
  • What do the best spenders build relationships while on the webpage or app?
  • Which a long time is most probably to join up for emails and notifications?
  • Which personalized experience resonates better with the group who’ve added high-value what to their cart but didnt have a look at?
  • Are subscribers more vigorous on mobile or the desktop experience?

At its foundation, segmenting is approximately understanding, planning and targeting.

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In GA4, information is by means of dimensions and metrics. Every measurement can be an event, whether its a full page view, start of a session, video play, lead form, or timer.

When segmenting your audience, youll need to choose what things to base the segmentation on. An excellent start would be to evaluate whats already tracking and what you need to use in the Lifecycle Reports collection.

It is possible to create a group of rules to create conditions about who and what things to include in a specific group. Theres several to explore and each has its appropriate use case:

  • Comparisons.
  • Explorations.
  • Audiences.

It is possible to think about them as a funnel from broad exploration, to visual analysis, to taking action. This technique is an efficient solution to plan the method that you begins your segmentation strategy.

Quick tip. Browse the configuration area for a summary of events and dimensions to see everything you could leverage for the conditions.


The easiest one and the best degree of exploration is named Comparisons. These additions can be found through the entire interface near the top of the screen as you navigate through the reports from overviews to specific elements like Pages and Screens. If youve used Google Analytics previously, this is like the older functionality.

You can include around five conditions to add or exclude groups from the reports within the slider. Thats very little of a limitation since all of the scorecards, visualizations and table rows are replicated for every segment.

Its far better add these just a couple at the same time therefore the reports remain easily readable. For instance, if Im curious to compare devices and see user retention as time passes, Ill begin by creating a segment with device condition and apply. Its okay to start to see the mobile device within the whole because it is really a comparison to the default All Users segment, but I’d like first merely to see mobile alone and then an assessment of mobile vs. desktop rather than mobile vs. All Users.

Though it is a valuable tool, Comparisons arent designed to be for main reporting purposes or in-depth insights. Theyre temporary and offer a quick solution to spot trends and gather ideas for further segmentation with Explorations and Audiences.


Explorations is another option in the info visualization and interactive reporting feature. This reflects the stage of analysis where you can find more specific reports to pull and questions to resolve. The segment builder has more complex conditions, and explorations might have around 10 segments.

Since Exploration reports are often shareable, its a good way to collaborate. These custom reports also offer automated anomaly detection that may apply a statistical model to your computer data and visually demonstrate when theres unexpected behavior.


Probably the most impactful segment tool in Google Analytics 4 may be the Audiences feature. Its more dynamic than Comparisons and Exploration. Because Audiences collect instead of calculate data, so that it is only going to start including users from enough time of creation.

Theres a choice for membership and the capability to fire a meeting whenever a new user joins (making big opportunities for conversions!).

Audiences could even be combined with a way that has been previously out of grab most marketers predictive analytics. Now, GA4 users can build segments easily in the interface around aspects like the majority of apt to be a high spender. Audiences turn into a dimension of these own, therefore the segments of users will undoubtedly be available to used in reports in the interface, Data Studio, or any platform youre using to create visualizations and dashboards with GA4 data.

Audiences may also automatically be accessible in the linked Google Ads account and may be utilized in other Google Marketing Platform integrations, including Googles A/B testing tool, Optimize.


Ultimately, learning the characteristics and trends of one’s user groups is among the essential purposes of Google Analytics.

By getting acquainted with the conditions, the reason and the utilization cases of the segmentation tools, youll have the ability to make quicker, focused and informed decisions that affect your organizations online marketing strategy and results.

Opinions expressed in this post are those of the guest author rather than necessarily MarTech. Staff authors are listed here.


Samantha has been dealing with web analytics and implementation for over 10 years. She actually is a data advocate and consultant for companies which range from smaller businesses to Fortune 100 corporations. As a trainer, she’s led courses for over 1000 attendees in the last 6 years over the United States. Be it tag management, analytics strategy, data visualization, or coding, she loves the excitement of developing bespoke solutions across a massive selection of verticals.

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