How to Segment Your Data in Google Analytics

Today, we’re going to show you how to segment your data in Google Analytics. Segmentation is a powerful tool to help you get more out of your analysis and out of your data.

Segmentation can mean different things to different users. In most analytics reports, there are multiple ways for you to apply segments to your data. In most cases, it can be retroactive, too.

At the top of almost every report is the segmentation interface. Click on + Add Segment to pull up the segment builder. You can apply up to four segments at the same time. You’ll find a bunch of pre-defined system segments, you can create your own, there are shared segments, and there are starred segments. The segment builder is one way to apply a segment to your data.

Segmentation Builder

Segmentation Builder Interface

The other two ways involve applying a filter directly in the table where you click this advanced link, and this allows you to filter out rows that match a certain condition e.g. Language containing and this will update your table below.

Advanced Filter Segmentation

The third way to segment your data is to use the Second Dimension picker. This allows you to choose another dimension to add to your data table. For example, we can choose Medium and now it’s going to show Medium and Lanaguge combinations to this table to further segment our data.

Secondary Dimension Picker


To recap, there are three ways to segment your data in Google Analytics. They are:

  1. Segmentation Builder
  2. Advanced filter
  3. Secondary Dimension picker
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