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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
Segmentation is the first step in true Web analysis, and we have tons and tons of ways to segment visitors in Google Analytics. We'll look at each of these in detail throughout this course, but for now I'd like to touch on the types of segments we'll be looking at. One of the most common differentiator that comes to mind when we think of the different groups of visitors to our site is where they are from. There are plenty of ways for us to break down how different users from different parts of the world interact with our site. Traffic sources are another critically important segment. How many conversions came from this morning's e-mail blast? How did it compare to our Facebook campaign? We'll also want to segment out visitors who do certain things on our site.
The traffic segment that completes my checkout is certainly a different segment than those who came and immediately hit the Back button, and I'd like to know more about what made them have such different reactions. We'll see that we can analyze segments of traffic that don't initially come to mind when we are talking about Web analytics, such as traffic from newspapers, TV, radio, print campaigns, direct mail, and so on. And it's very important to be able to identify and analyze how these segments perform. One of the ways we can segment is by intent, and the keywords that visitors type into search engines can give us some insight into that intent.
Variations of similar searches can indicate very different groups of people, with different motivations and intentions for visiting your site, and thus keywords can play an important role in our segmentation and analysis. And depending on that motivation and intent, the landing page you hit when you arrive on our site might be very successful, or not, and thus the ability to segment by landing page can be quite revealing. If you're split testing your ads -- and by the way, if you are not, you should be -- then we'll want to understand how the segments that saw one ad performed versus another.
Even things like what type of browser you use can shed light on the visit. After all, what do we know about a large percentage of Safari users? Mac users, right? Now, Mac users are certainly a different segment. In fact, Apple ran an entire ad campaign focusing on just how different that segment is. But even beyond the operating system, we know that folks who took the time to install Firefox or Chrome were at least savvy enough to do so, and also cared enough about their browsing experience to take the time to customize it, versus just using the default.
We can also get reports that tell us about things like the connection speed, screen resolution, and other segmentation information that will help us design sites that are optimal for our user base. As you can see, there are many different types of segmentation built right into the reports, and we've just scratched to the surface. As we get further into this course, you'll see that there will actually be very few situations where we don't utilize a segment of some kind or another.
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