Google Analytics comes with quite a few standard reports and settings, but you can extract much more value, and tailor it to your own needs with a little customisation. 

You can create custom reports, custom dashboards, and segments to interrogate the data in different ways. 

In this post I’ll look at how to create a custom segment. Apologies to the analytics experts out there, but this is more of a post for beginners… 

Why do you need segments? 

Well, they offer some very useful insight which allows you to learn more about your audience behaviour. 

For example, you can use segments to see which visitors arrived at your site using a mobile device, which country they are in, sessions which resulted in a conversion, and so on. 

Google has ‘pre-loaded’ analytics with a number of useful segments which you can use straight away. 


Read the full article here.