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Segment

Segmentation is an analysis method that creates subsets by filtering user, session, and event data based on specific conditions. By comparing group differences rather than the overall average, you can precisely identify the cause of marketing performance.

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When looking at marketing data as an overall average, problems are hidden. Segments enable detailed analysis by creating a subset of desired conditions, such as 'new users visiting from Seoul', 'users who arrived through ads and converted', and 'mobile users who viewed a specific treatment page'.

In GA4, you can create segments in the Explore report, and it supports three types: user segment, session segment, and event segment. For example, if you place 'converting user segment' and 'non-converting user segment' side by side, you can quickly compare which channels, pages, and devices are associated with conversions.

When weballin creates a GA4 report for a plastic surgery client, it separates the ‘Paid traffic, mobile, new user’ segment and the ‘organic search, desktop, returning user’ segment and compares the conversion rate and engagement patterns of each. Without this comparison, it is impossible to know which channels are actually generating consultation appointments.

Key takeaways

  • You can create and compare user, session, and event subsets that meet conditions.
  • In the GA4 exploration report, create segments in three categories: user, session, and event.
  • It is used to display customized advertisements to specific segments in conjunction with advertising audiences.
  • You can find problem areas and high-performance patterns hidden in the overall average.

Frequently asked questions

What is the difference between GA4 segments and audiences?

A segment is a filter that compares and analyzes data within the GA4 report, and an audience is a group defined by conditions that can be connected to an advertising platform (Google Ads, etc.) and uses them as advertising targets. When you publish a segment as an audience, it will be used for advertising.

Which segments should you create first?

We recommend creating a Converted vs Non-Converting Users segment first. If this comparison reveals differences in the conversion channels, key pages, devices, and dwell time patterns of your converting users, you can guide your marketing budget and UX improvements.

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