As mentioned in previous posts, tracking your SEO and marketing efforts is fundamental to understand if your efforts (aka, money and time) are delivering the expected ROI. What you do not want is to spend hundreds of hours on implementing a strategy that will deliver poorly. If that was the case, you would like to discover at the earliest stage.

Google Analytics offers several options to track how well your efforts  are delivering to ROI; for instance, the conversion menu allow to set up specific goals that people need to accomplish to deliver ROI, while segment creation is a powerful tools to understand user behavior at a deeper level and therefore how it can be addressed to make those user convert.

Today, I will show you how to create a segment based on conversions.

At this point you might be asking the reasons why you should generate a segment based on specific goals you have already implemented on your site. Would goal A not report enough information already? The answer is yes and no.

Why you need a custom segment

Let’s assume you want to track people that visited pages related to a specific offer (offer X) or a specific topic (topic A); for instance, you are offering free delivery for the next 48h (offer X) or you are writing a guide on how to save money on energy bills (topic A).

To begin with, you create a new goal in GA called “Visited Offer X Page” OR “Read Topic A Pages”. In addition, you want to know if people changed their behavior after visiting these pages; in specific if more people took advantage of that offer after visiting the page describing the 48h free delivery offer or spent more time on your site after reading your guide on how to save money on energy bills.

To do this, you need to create a custom segment to determine if goal conversion influences future behavior such as taking advantage of an offer (Offer X) or spending more time on site after reading specific content (Topic A).

How to create a custom segment in Google Analytics

A custom segment can easily be created using goal metrics:

  1. Go to the Acquisition Overview and click on + Add Segment
  2. Select +New Segment
  3. Give it a name such as “People that did not visit OfferX/TopicA page”
  4. Click on (Advanced) Conditions option
  5. The selection of this option brings up the Conditions page
  6. Pulling-down the Ad Content you find the Goal Conversions option (almost at the end)
  7. Make sure the Conditions are set to Filters > Sessions > Include
  8. By opening this option you can view all the goals you created
  9. Select your goal (Offer X or TopicA)
  10. Set 1 to Per Session option
  11. Click Save
Add a second segment as control:
  1. Go to the Acquisition Overview and click on + Add Segment
  2. Select +New Segment
  3. Give it a name such as “People that did not visit OfferX/TopicA page”
  4. Click on (Advanced) Conditions option
  5. The selection of this option brings up the Conditions page
  6. Pulling-down the Ad Content you find the Goal Conversions option (almost at the end)
  7. Make sure the Conditions are set to Filters > Sessions > EXCLUDE!
  8. By opening this option you can view all the goals you created
  9. Select your goal (Offer X or TopicA)
  10. Set 1 to Per Session option
  11. Click Save

How to check your tracking

Now that everything is set in place, you can start tracking your custom segments: Do people that visited Offer X or Topic A page converted more that people that did not visit those pages?

First you can check the Audience > Overview page to determine the percentage of people that visited the pages you are interested in (Offer X or Topic A page). In the page summery those people are listed under the custom segments you have just generated.

After checking that at least some users visited the conversion pages, you can open Behavior > Site Content > All Pages to determine if the behavior of the custom segment that visited the selected pages changed compare to the behavior of the control segment (people that did not visited the conversion pages).

Finally, check the Conversions > Ecommerce > Overview to determine if more users purchased your products because they visited the 48h free delivery offer page or read the guide on how to save money on energy bills. Based on the results you can determine if your conversion pages are helping people to purchase or not.

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