Google Analytics Segments

Overview

In Google Analytics a segment is a subset of your Analytics data, with Segments allowing for users to isolate and analyze those subsets of data so you can examine and respond to the component trends within their digital properties.

A segment is made up of one or more non-destructive filters (filters that do not alter the underlying data). With those filters allowing organisations to isolate subsets of users, sessions and/or hits.

Google defines users, sessions and hits within Google Analytics as follows:

  • Users: People interact with your digital property (e.g., your website or app)
  • Sessions: Interactions by a single user are grouped into sessions
  • Hits: Interactions during a session are referred to as hits. Hits include interactions like pageviews, events, and transactions.

As such, a single user can have multiple sessions, and each session can have multiple hits. This page outlines how, using Segments, you can identify the impact Stackla has on your Users, their Sessions and any Hits.

Defining Segments

The first step in leveraging Segments in your Google Analytics reporting is to define a Segment. To do this, select Add a Segment from any standard report within your Google Analytics instance and then pick New Segment.

From here you will be presented with the opportunity to define your Segment, and identify which Users have interacted with a Stackla Widget.

Now as Stackla Widgets fire events to Google Analytics whenever a User interacts with them, to define our Stackla Segment we will want to pick Conditions under the Advanced header on the left hand menu.

From here we can start to define what conditions we wish to consider when determining that someone has interacted with a Stackla Widget, picking either Event Action or Event Category as the condition type and then defining the condition parameters. To view the default parameters for Stackla Events generated by Google Analytics, click here.

Now in the above example we have simply defined all the generic Event Action created by the Stackla Google Analytics plugin to define our segment. The conditions added are:

  • Event Action contains ‘Load’ OR
  • Event Action contains ‘Load more’ OR
  • Event Action contains ‘Tile expand’ OR
  • Event Action contains ‘ShopSpot flyout’ OR
  • Event Action contains ‘ShopSpot action click’ OR
  • Event Action contains ‘Pin click’ OR
  • Event Action contains ‘Share click’ OR
  • Event Action contains ‘Product action click’ OR
  • Event Action contains ‘Username or handle click’

Naturally you can pick and choose what Events you feel are relevant for your reporting, as well as any custom events that you maybe tracking from the Widget. You can also mix with Event Category data if you only want to report on the performance of a particular Widget and/or Filter.

Once you are happy with your Segment, you can now hit Save

Resources

To help make it easier to segment those Users, Sessions and Hits where someone has engaged with a Stackla Widget, Stackla has created an Engagement & Conversion Segment which you can easily import into your Google Analytics instance.

General Reports

Pre-defined Segments in Google Analytics can be applied to any of the standard reports which are available under the following sections:

  • Audience
  • Acquisition
  • Behaviour
  • Conversions

Simply add you’re pre-defined or imported Segment to the report and Google Analytics will automatically update the report to display the Stackla data relative to your entire audience similar to the screenshot below:

Once applied, to turn this into a custom report, you can hit the Save icon in the top right hand corner of the page, which will add it to your Custom Reports.

Ecommerce

Adding pre-defined Segments in Google Analytics to your Ecommerce and Enhanced Ecommerce reports is the same approach as adding a segment to any General Report. Simply add you’re pre-defined or imported Segment to the report and Google Analytics will automatically update the report to display the Stackla data relative to your entire audience similar to the screenshot below:

The report types which can support applying a segment relating to Stackla include:

  • Overview
  • Shopping Behaviour
  • Checkout Behaviour
  • Product Performance
  • Sales Performance
  • Product List Performance

Details about the types of insights you can get out of each report relating to Stackla are listed below under their respective headings.

Shopping Behaviour

The Shopping Behaviour Analysis report lets you see the number of sessions that included each stage of your purchase funnel, how many sessions continued from one step to the next, and how many abandoned the funnel at each stage.

By leveraging segments, customers can see whether those individuals who interact with the Stackla Widget progress through the purchase funnel with a higher completion rate, or if there are any other trends / insights given around how they move through the process.

Checkout Behaviour

The Checkout Behaviour Analysis report lets you see how successfully your users moved through your checkout process. The checkout-funnel visualisation illustrates how many users moved on from one step to the next, how many abandoned the process at each step, and how many entered the process at each step.

Similar to the Shopping Behaviour Analysis report, once paired with segments, organisations can understand if the Stackla Widgets help push people through to completion this process.

Product Performance

The Product Performance report lets you see how your products performed from two different points of view:

  • Summary: Product performance in terms of revenue, price, and quantity. Includes two of the Shopping Behavior metrics.
  • Shopping Behaviour: Product performance in terms of user engagement with your products (e.g., viewing products and details, adding and removing products from carts, completing checkouts).

The Summary view includes the following metrics:
Sales Performance

  • Product Revenue (revenue from individual product sales)
  • Unique Purchases
  • Quantity (number of units sold)
  • Average Price (average revenue per product)
  • Average Quantity
  • Product Refund Amount (amount returned to users as refunds)

Shopping Behaviour

  • Cart-to-Detail Rate (number of products added per number of product-detail views)
  • Buy-to-Detail Rate (number of products purchased per number of product-detail views)

The Shopping Behaviour view includes the following metrics:
Sales Performance

  • Product List Views
  • Product Detail Views
  • Product Adds (to carts)
  • Product Removes (from carts)
  • Product Checkouts
  • Unique Purchases

Shopping Behaviour

  • Cart-to-Detail Rate (number of products added per number of product-detail views)
  • Buy-to-Detail Rate (number of products purchased per number of product-detail views)

Sales Performance

The Sales Performance report lets you evaluate sales by either of two primary dimensions:

  • Transaction (date, time, transaction ID)
  • Date (cumulative transaction data by date)

The Sales Performance report includes the following metrics:

  • Revenue (total revenue from ecommerce transactions; depending on your implementation, this can include tax and shipping)
  • Tax (total tax charges for ecommerce transactions)
  • Shipping (total shipping charges for ecommerce transactions)
  • Refund Amount (Currency amount refunded for a transaction)
  • Quantity (number of units sold in ecommerce transactions)

Product List Performance

Product Lists represent a logical grouping of products on your site. You can use them to represent:

  • Catalog pages
  • Cross-sell blocks
  • Up-sell blocks
  • Related-products blocks
  • Search results pages

The Product List Performance report lets you see how the Product Lists on your site performed based on the following metrics:

  • Product List Views (number of times users viewed products when they appeared in the product list)
  • Product List Clicks (number of times users clicked products when they appeared in the product list)
  • Product List CTR (the rate at which users clicked the product list to view products (number of clicks divided by the number of times the list appeared)

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