Set up Google Analytics

1. Compile a list of questions about your audience you’re looking to get answers for, based on your marketing goals.

For example: What age groups of visitors are more likely to complete goals on my site? Do mobile or tablet visitors bounce more often than desktop visitors? Did first-time visitors convert more before or after the big website facelift?

2. Sign in to your Google Analytics account and select any report to view.

3. Click +Add Segment above your data charts.

4. Select Google Analytics built-in segments that will answer the questions you compiled earlier, and click Apply.

For example, if you’re looking to find out which users bring the most traffic between mobile and desktop users, you’d select mobile and desktop segments.  You can apply up to four segments at a time, and you do not have to keep All Users as one of your segments.  Clicking the Actions button next to each of the built-in segments gives you two options: Copy and Build Audience. Build Audience allows you to create an audience for the remarketing feature that connects your Google Analytics data to your Google Ads account.

5. If the built-in segments won’t give you data to answer your questions, click the +New Segment button to create your custom segment.

Follow the Demographics, Technology, Behavior, Date of First Session, and Traffic Sources buckets created by Google for quickly creating groups of visitors.

6. If none of those accomplish what you need, click Conditions or Sequences under Advanced in the side navigation menu.

Sequences allow you to select visitors who have completed certain actions in a series of steps. For example, you have an ad group called Health Plans driving traffic to your website so they could compare plans and pick one. The first action is to arrive on the site via Health Plans, the second to request a quote, and the third to sign up. You can create a sequence segment to see which of your visitors: Arrived through Health Plans ad group; Completed a quote request; Did not finish signing up.