Think your late night Hulu binges and online shopping marathons have gone unnoticed? Trust us, they certainly haven’t.

With Google Analytics core analysis techniques, it is now easier than ever for web developers and analytics experts to take a look at your online activity. This might sound foreboding, but overall, this allows businesses to tailor their advertisements to suit the searcher much more. By knowing the demographic according to analytics data, more informed decisions can go into planning a website, and users will more easily be able to find what they are looking for.

Google Analytics now segments data in five different filters, making it possible to look extremely specifically at the visits your website is getting.

Website Analytics Segmentation

Dividing up your website’s results with analytics segmentation will allow you to isolate different subsets of your data. This will then allow you to take a closer look at the information, so that you can better interpret the data.

Let’s say your eCommerce website has recently seen a dramatic increase in sales. If you’d like to try and decipher which of your marketing endeavors have lead to this steep increase in purchases, you might want to separate your data by marketing channel. Doing so will enable you to see which channel is responsible for your recent success.

Think back to your high school chemistry class. If you forget to isolate the variable in your experiment, you’ll have a hard time knowing which actions are responsible for changes and results.

1. Segment Data by Data and Time

  • Segmenting data by date and time will allow you to compare visits to your site on particular days of the week or specific hours of the day.

Maybe the most visits to your Contact Us page are on weekends. Maybe most of your web submission forms are rolling in late at night. Or what if you notice that most of your social media engagement is after work hours? It is important for a business to know the different behaviors and online activity patterns of its customers in order to better cater to their preferences.

2. Divide Data by Device

  • You can also divide your data by device to compare user activity on desktop computers, tablets, and mobile phones.

Let’s say your business is a deli. Are your customers using their smartphones to look up directions and order meals, or from a desktop computer? Your analytics data will clue you in as to which devices your clientele is using.

If you notice that your business website has a high percentage of mobile visits, which many businesses increasingly do these days, you’ll definitely want to make sure to optimize your site with responsive design so that even users on the go will be able to easily access and navigate through the information.

3. Separate Data by Marketing Channel

  • You can try segmenting your website analytics data by marketing channel to compare the difference in user performance for various recent marketing activities you have been working on.

Have you recently increased your Google Adwords budget? Or maybe you just signed up with a new internet marketing company and started an SEO solution? In order to analyze which of your efforts are working (and which could use some improvement), it can be useful to separate your data by marketing channel.

4. Categorize Data by Geography

  • Categorize your data by geography, and you’ll be able to decipher which countries, regions or cities perform the best.

If you’re trying to improve your national brand, this type of data segmentation can be particularly useful so that you know which geographical areas to focus on. You’ll be able to determine if your marketing strategies are more successful in some locations rather than others. This might lead you to increase advertising in different parts of the country based on your interpretation of geographical data.

5. Break Down Data by Customer Characteristics

  • Finally, you can even segment your data by customer characteristics.

Which customers are repeat customers? Which website visitors are first-time customers?
Being able to look at this data will help you understand what drives your users to become loyal, returning customers. One user can have multiple sessions on your website, and each of these sessions can have various hits to pages on your website.

Google Analytics can help you to distinguish which of these are returning users, and which visitors are brand new.

So what does all of this have to do with SEO? SEO and Analytics actually go hand in hand. By reviewing the past analytics history for your website, you can use your past mistakes and successes to make educated decisions for future SEO tactics you choose to implement. Analytics hold the key to what worked for your website, and what didn’t.

The numbers don’t lie, and by looking at your Google Analytics Dashboard, you’ll be able to see which pages aren’t receiving visits, which ones have high bounce rates, and which pages are frequently found through search engines.

Curious about how many clicks a specific blog got from your email marketing campaign? Wondering how many people clicked that link to your website on your Twitter post? The Google Analytics Dashboard offers an entire smorgasbord of data, right at your fingertips. In order to discover more about what works and what doesn’t work in the world of SEO, an analysis of your Analytics data will provide the final say.

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