As promised from my previous post about buying behaviour, I am going to explain about advanced segmentation analysis in Google Analytics. Google analytics is so powerful so that you can segment any information for better accountability and ROI. All information about your visitors are logged in Google analytics, so if you do an analysis on the click stream data you can deduce lots of insights.
You can add new segment on the top below analytics menu in your account. If you are using old version of Google analytics you can see a link called “Advanced Segment” on the left bottom of the account. I am considering Cochin Square for my analysis.
Regular Expression
Regular expression is one of the best way to extract different information from analytics account. There are some wildcards used to extract information from Google Analytics.
“.” this wildcard matches any single including alphabets, numbers, or symbols
“*” this wildcard matches one or more instance of previous item.
More wildcards and expressions are available here.
For instance :- assigning a regular expression Cochin [.]* matches all keywords like “Cochin news”, “Cochin Events”, “Cochin Shopping” etc. That means all keywords after “Cochin” will be caught by the regular expression. Some of the customer type misspell “cochin square” as “cochin sqaure”, “cochin squre” etc, this can be extracted using the regular expression “cochin sq[au]*re”.
I am going to find out all keywords user searched and reached some landing pages related to “IPL” matches on Cochin Square. We can do it in two ways one using regular expression and using “containing” criteria in advanced segment. I am considering regular expression as it is more powerful which can be used for lot of other purposes.
This is very effective to analyse the impact of any campaigns you can exactly pinpoint how user behaves on your website. The above regular expression yield all user searches related to IPL in Cochin Square.
In this way you can segment any information in Google Analytics. If you have any doubts please drop a comment I will reply to your queries. If you like the post please share with your friends using twitter and Facebook.
Tags: accountability, advanced segmentation, analytics, google analytics, regular expression, ROI, segmentation, user behaviour
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