Presentation Title: How Web Analytics Works

Slide 1: Introduction to Web Analytics

Explanation:
Web analytics is the process of collecting, measuring, and analyzing data from websites to
understand how users interact with them. It helps businesses improve user experience, boost
conversions, and make informed decisions. The two main ways to track user activity are through
log files and page tagging.

Real-Life Example:
Think of a retail store manager who wants to understand customer behavior. They can use
security footage (like page tagging) or checkout receipts (like log files) to analyze what
customers do and buy.

Slide 2: Log File Analysis

Explanation:
Log files are created by web servers and record every request made to the server—whether it's a
browser request or a search engine bot. This method doesn’t rely on user-side technologies like
JavaScript, making it reliable in some cases. However, log files are large, hard to manage, and
may not capture cached page views.

Real-Life Example:
Imagine a parking garage that logs every car that enters and exits. Even if a driver doesn’t
interact with staff or signs, their visit is still recorded by cameras at the gates.

Slide 3: Page Tagging

Explanation:
Page tagging involves embedding a small JavaScript code on web pages. It tracks user activity
like clicks, pageviews, and navigation paths. It’s easy to set up with tools like Google Analytics,
but won’t work if JavaScript is disabled or blocked.

Real-Life Example:
It’s like putting motion sensors in a museum to see which exhibits people spend time at. But if
someone walks very quietly or avoids the sensor, their visit might not be recorded.
Slide 4: Cookies

Explanation:
Cookies are small text files that websites store in a user’s browser. They help web analytics tools
recognize returning visitors, track how they navigate the site, and remember their preferences or
session state. Cookies make it possible to track behavior across multiple pages and visits.

Real-Life Example:
A coffee shop loyalty card remembers how many times you’ve visited and what you usually
order—just like a cookie helps a website remember who you are and what you like.

Slide 5: Accuracy

Explanation:
Web analytics tools are not 100% accurate due to factors like blocked JavaScript, privacy
settings, and tracking script errors. However, they provide consistent, reliable trends that help
with long-term decision-making. The goal is not perfection but actionable insights based on
patterns.

Real-Life Example:
Counting attendance at a football game by scanning tickets—some fans may sneak in or leave
early, but the overall numbers still provide a good estimate of crowd size.

Slide 6: Accounts and Profiles (Google Analytics)

Explanation:
In Google Analytics, each website is tracked using an account. That account contains one or
more profiles, which are ways of viewing and filtering the data. You can exclude internal traffic,
segment by subdomains, or view only certain pages through profiles.

Real-Life Example:
A teacher collects all student scores in one file (account) but creates separate report cards
(profiles) for different subjects like math or science.

Slide 7: Click Analytics

Explanation:
Click analytics tools go deeper by tracking what users do within a page. They capture clicks,
mouse movements, keystrokes, and even scroll depth. These tools create heatmaps or session
recordings to visualize user behavior on a detailed level.

Real-Life Example:
It’s like filming how a customer uses a self-checkout machine—where they pause, where they
touch the screen, or where they get confused.

Slide 8: Metrics and Dimensions

Explanation:
Metrics are numeric data like pageviews or time on site. Dimensions are descriptive attributes
like browser type or city. When combined, they let you understand specific behaviors—like how
long users from New York spend on a product page.

Real-Life Example:
If you own a bookstore, metrics tell you how many books were sold, and dimensions tell you
whether the buyers were adults, kids, or students.

Slide 9: Visits

Explanation:
A visit (also called a session) is one full interaction when a user lands on your website, explores
a few pages, and then leaves. It resets after 30 minutes of inactivity or when the user returns
later. Visits are useful when segmented by source or behavior.

Real-Life Example:
Each time a customer enters a shopping mall, browses stores, and leaves counts as one visit—
regardless of how many shops they go into.

Slide 10: Limits of Tracking Visits

Explanation:
Not all visits are tracked perfectly due to user privacy settings, cache loading, or tool limitations.
Analytics only shows what can be measured, not the full reality. It’s still valuable because it’s
consistent and reveals trends over time.

Real-Life Example:
Estimating how many people visited a beach on a summer day—some may not be counted if
they avoid the parking lot or entrance counters, but you can still see if the beach was busier this
week than last.
1. Unique Visitors (Metric)

Explanation:
Unique visitors represent the number of individual users visiting your site during a selected time.
Even if the same person visits five times, they are still counted as one unique visitor—within that
time frame. Tools use cookies to identify them, but if someone visits from another device or
browser, they are counted again.
Real-life Example:
Think of counting customers in a store using loyalty cards. If someone visits multiple times with
the same card, they count once—but if they use a different card, they’re counted again.

2. Pageviews (Metric)

Explanation:
A pageview happens every time a user loads a page. If a person visits the same page twice during
their session, both count separately. This helps us know which pages are most viewed.
Real-life Example:
Imagine flipping through a magazine. If you read page 5, then come back to it later, that’s two
pageviews.

3. Pages/Visit (Page Depth)

Explanation:
This metric counts how many pages a person views in a single visit. It includes repeated views of
the same page. A higher number usually means users are more engaged.
Real-life Example:
If someone walks into a shopping mall and goes to 6 different stores, we say they explored more
than someone who just went to one.

4. Average Visit Duration

Explanation:
This shows how long, on average, users spend on your website. However, time spent on the last
page isn’t counted, and if someone bounces, their time is recorded as 0 seconds.
Real-life Example:
It’s like tracking how long guests stay at a party—but you only record how long they stayed in
each room, not when they left.
5. Bounce Rate (Metric)

Explanation:
Bounce rate is the percentage of users who visit only one page and then leave. A high bounce
rate might mean users didn’t find what they were looking for.
Real-life Example:
It’s like someone walking into a store, glancing at the entrance, and walking out without
checking any other section.

6. % New Visits (Metric)

Explanation:
This shows what percentage of visitors are new—meaning they haven’t visited in the past two
years (based on cookies). It helps track how well you're attracting new users.
Real-life Example:
If a restaurant owner wants to know how many customers are visiting for the first time, this
metric tells them that—based on who hasn’t come in before.

7. Visitor Type (Dimension)

Explanation:
This classifies users as “new” or “returning,” depending on whether they have visited the site in
the last two years (again, using cookies).
Real-life Example:
Like a coffee shop tracking who’s a first-time customer versus a regular based on loyalty card
history.

8. Interacting with Data in Google Analytics

Explanation:
In Google Analytics, you can explore metrics by different dimensions (like page, device, or user
type). This helps find deeper patterns and trends.
Real-life Example:
It’s like sorting school exam results by subject or grade to understand performance in detail.
9. Plot Rows

Explanation:
Plot Rows lets you select specific pages from a table and view their performance over time on a
graph—making it easy to compare trends.
Real-life Example:
Like plotting the daily sales of two different products on a chart to see how they perform side by
side.

10. Secondary Dimension

Explanation:
You can add a second dimension to your reports for deeper analysis. For example, seeing how
new and returning users behave differently on the same pages.
Real-life Example:
Imagine looking at a restaurant’s orders by dish, and then breaking it down further by dine-in vs.
takeaway.

Search (Simple & Advanced)

Explanation:
Simple search lets you find specific rows of data that contain a word or phrase, like “services.”
Advanced search allows you to filter data using conditions and combinations, such as “show
only mobile users who visited more than 5 pages.” It helps zoom into specific user behaviors.

Real-life example:
A site admin wants to see only the pages with "blog" in their URL to track blog performance.
Using simple search, they type "blog" and filter the table.

2. Percentage View

Explanation:
This shows what portion (percent) each row contributes to the total. It often appears as a pie
chart, helping you see how important each segment is compared to the whole.

Real-life example:
If 60% of visits come from mobile devices, the pie chart helps you quickly understand mobile's
dominance over desktop and tablet traffic.
3. Performance View

Explanation:
Like Percentage, but uses bar graphs instead of pie charts. It’s better for comparing values side-
by-side across rows.

Real-life example:
You compare which blog posts have the most views. Bar graphs visually highlight that "Post A"
outperformed "Post B" and "Post C."

4. Comparison View

Explanation:
This lets you compare a metric on each row (like time on page) to the site’s average. It uses
green/red bars to show better or worse performance.

Real-life example:
You compare time spent on each service page to the site’s average time. “SEO Services” has 2x
more engagement than average, so you may invest more in promoting it.

5. Term Cloud

Explanation:
This creates a word cloud based on keyword data. The bigger the word, the more popular it is.
It's more visual than analytical.

Real-life example:
In a keyword report, “buy” appears larger than “learn,” showing more users are searching with
buying intent.

6. Pivot Table

Explanation:
Pivot lets you show two dimensions in a table—like breaking down mobile devices by new vs.
returning users. It gives a more detailed view of data.

Real-life example:
You analyze iPhone and Android visitors and see how many are new vs. returning. iPhone users
are mostly returning, suggesting brand loyalty.
7. Key Takeaway: Page Tagging

Explanation:
Web analytics usually uses page tagging—code on each page that collects data like device type,
IP address, and visit time. It uses cookies to track users across sessions.

Real-life example:
Every time a visitor loads a product page, the tag sends info to Google Analytics. You then see
what pages people visit and in what order.

8. Key Takeaway: Metrics vs. Dimensions

Explanation:
Metrics are numbers you can measure (like time spent or number of visits). Dimensions are
categories that describe those numbers (like device type or user type).

Real-life example:
“Time on page” is a metric, while “device” (mobile vs desktop) is a dimension. You can measure
how long each device type stays on the site.

What Are Goals and Conversions?

Explanation:
A conversion happens when a visitor takes an action we care about—like buying a product,
signing up for a newsletter, or downloading a PDF. A goal is the specific action we want to
measure to know if users are doing what we want on the website.

Real-life Example:
Imagine you run an online bakery. A conversion could be when someone places an order. Your
goal would be to track how many people reach the "Thank You" page after buying a cake.

2. Why Every Website Should Have Goals

Explanation:
Whether it’s a business, school, or nonprofit, every website should track at least one goal to
measure how well it helps users. Without goals, it’s hard to know what’s working and what’s
not.
Real-life Example:
A university website may set a goal for students to complete the course registration form. If no
one completes it, the university might need to improve the site’s layout or instructions.

3. How Goals Help Improve User Experience (UX)

Explanation:
Goals connect the website's performance with what the organization values. They help UX
designers know if changes are helping more users take important actions, like signing up or
purchasing.

Real-life Example:
A travel site might change its layout to make the "Book Now" button more visible. If more
people start booking trips, the goal (booking) tells them the change was successful.

4. Conversion Rate: What It Is and Why It Matters

Explanation:
Conversion rate = (number of conversions ÷ number of visitors) × 100. It tells us how good the
website is at turning visitors into customers or leads, no matter how many people visit.

Real-life Example:
If 1,000 people visit a clothing store website and 50 make a purchase, the conversion rate is 5%.
It’s more useful than just knowing there were 50 sales because it adjusts for traffic.

5. Goal Reports in Google Analytics

Explanation:
Google Analytics provides reports that show how well your goals are performing. The main
focus is the conversion rate, and you can see trends over time and compare different time
periods.

Real-life Example:
After a Black Friday sale, an online electronics store compares the goal report for November
with October to see if their promotions increased conversions.

6. Key Metrics in the Goal Report

a. Goal Completions

Explanation: Total number of times the goal was achieved.

Example: 200 people downloaded your eBook last week.

b. Goal Value

Explanation: Estimated money earned from each goal, if set up.

Example: If a sign-up usually leads to $20 in sales, and 10 people signed up, the value is $200.

c. Goal Conversion Rate

Explanation: Shows the percentage of visitors who completed the goal.

Example: If 2,000 people visited and 100 bought something, conversion rate is 5%.

d. Goal Abandonment Rate

Explanation: Shows how many users started but didn’t finish a goal, mainly for multi-step goals
like checkout.
Example: 100 started checkout, but only 70 completed. Abandonment rate is 30%.

7. Tracking Changes Over Time

Explanation:
You can use graphs in Google Analytics to see how conversion rates change after making
updates to your website. Comparing time ranges helps identify improvements.

Real-life Example:
A job portal redesigns its homepage in April. Comparing April–May with February–March helps
show if more users are now applying for jobs.

8. Using Segments to Measure Targeted Conversion Rates

Explanation:
Instead of looking at all users, you can focus on just the ones relevant to a specific goal to see
clearer results.

Real-life Example:
If only B2B customers buy your premium software, you should look at conversion rates for just
that segment—not everyone who visits.
9. Goal URLs Report

Explanation:
Shows the exact pages where conversions happened. Useful if there are multiple pages leading to
the same type of goal.

Real-life Example:
A company offers 10 different whitepapers. The Goal URLs report shows which ones are
downloaded the most.

10. Reverse Goal Path Report

Explanation:
Displays the last three pages users visited before reaching a goal. Helps you understand what
paths users took to convert.

Real-life Example:
If most users visit the pricing page, then the testimonials page, and then sign up—it tells you
those pages are effective in convincing people.

Funnel Visualization Report

 Explanation:
The Funnel Visualization report shows how users move through a set of steps on a
website—like during checkout or a sign-up process. At each step, some users drop off.
This report helps spot where people leave and where they might be entering the process
mid-way. It’s useful for fixing problem steps to improve conversion rates.
 Example:
Imagine buying a laptop online. You go from “View Cart” → “Shipping Info” →
“Payment” → “Order Confirmed.” If many users quit at “Payment,” it may mean there’s
a trust issue or technical glitch there.

Slide 3: Understanding Exits and Entries in Funnels

 Explanation:
This part of funnel analysis helps us understand why users drop out or where they enter
the process unexpectedly. If many people go back to search results, it might mean they’re
unsure or didn’t find what they needed. Watching these paths can reveal confusion or
missing info.
  Example:
If people exit the “Request a Visit” form and return to school listings, it may mean
they’re still unsure which school to pick or the form lacked clarity.

Slide 4: Multichannel Funnels

 Explanation:
Multichannel Funnels show how users visit a website multiple times before converting.
They might first click a Facebook ad, later do a Google search, and finally visit the site
directly to buy. Traditional tools only gave credit to the last step, but this report shows the
full journey.
 Example:
You see a jacket on Instagram, search it later on Google, and a week after, you go to the
brand’s site and buy it. Multichannel Funnels track all those steps.

Slide 5: Why Use Conversion Reports?

 Explanation:
Conversion reports show how often users complete your desired actions (like buying or
signing up). You can compare different time periods to see how changes (like redesigns
or new features) affect results. These reports also help detect unexpected issues on the
site.
 Example:
After adding customer testimonials to a product page, you notice more people complete
purchases—that shows the testimonials worked.

Slide 6: What Should You Measure?

 Explanation:
To choose what to measure, start by asking: What’s the company’s goal? How does the
website support it? What actions do we want users to take? Then, define a specific,
trackable behavior to show that users completed that action.
 Example:
A university wants more applications. The website helps by offering forms. The specific
goal is: Did users reach the “Application Submitted” page?

Slide 7: Measuring Specific, Measurable Behavior

  Explanation:
In analytics, we look for clear behaviors that show a goal is complete—like reaching a
“Thank You” page. These are signals that users have taken a desired action, and they help
track progress accurately.
 Example:
After a user buys something, they land on an “Order Confirmed” page. Reaching this
page tells us the purchase goal is complete.

Slide 8: Three Types of Measurable Behavior

 Explanation:
Goals can be measured in three main ways:

1. Reaching a specific page

2. Interacting with a tool or widget (like a calculator)
3. Staying on the site for a certain time or viewing several pages.
Each tells you something about user engagement or success.

 Example:

1. Page goal: “Thank You” page after newsletter sign-up

2. Interaction: Using a loan calculator tool
3. Engagement: Visiting 5 pages during one session

Slide 9: Funnel Example Diagram

 Explanation:
This example funnel (e.g., shopping cart process) shows how many people drop off at
each step. By measuring how many make it from cart to final order, you can identify and
fix problem spots to improve sales.
 Example:
50% of users leave after reviewing their cart—maybe because shipping costs are too high
or not shown early.

🧠 Why Funnel Goals Are Special

 Funnel goals are structured: They start at one point and end at another.
 You can test them easily in a lab or usability test.

💡 Real-Life Example

Online Shopping Funnel:

 1. Add items to cart
2. Enter shipping address
3. Enter billing info
4. Confirm order
5. See "Thank You" page

Each step can be tracked. If users drop off at step 3, you know there's a problem (maybe the
billing form is confusing).

📈 What Goals Tell You About Your Website

Goals can help you understand three big things:

1. Is the website meeting its business purpose?

o Example: A language school wants more people to book trial classes. If bookings
are increasing, the website is helping the business.
2. Is the website persuasive and trustworthy?
o Example: If users start to fill out a form but leave before submitting, maybe they
don’t trust the site or aren’t convinced.
3. Is the website easy to use (usable)?
o Example: If people struggle with a checkout process, it shows poor usability.
Fixing it might increase completed orders.

Visitor Analysis – What Is It?

 Explanation: Google Analytics shows data about all website visitors—like where they
live, which browser they use, or how often they return. This gives a big-picture view of
your audience.
 Example: Like learning that most of your restaurant customers are first-timers using
Android phones from Dhaka.

Slide 3: New vs. Returning Visitors

 Explanation: “New” visitors are first-timers; “returning” visitors have been to your
website before. This metric tells you how well you're keeping users interested.
 Example: A coffee shop tracking if customers come back for a second cup or if they just
try it once.

Slide 4: Engagement – Time and Page Depth

  Explanation: The Engagement report shows how long visitors stay and how many pages
they view. Most people leave quickly, so this helps spot if your site is interesting enough.
 Example: Like a museum counting how long visitors spend inside and how many rooms
they explore.

Slide 5: Source and Medium – Where Do Visitors Come From?

 Explanation: “Source” is the exact place (e.g., Google, Facebook); “Medium” is the type
of source (e.g., search engine, ad, direct). This helps marketers know which efforts bring
traffic.
 Example: A bookstore might learn customers came from a newspaper ad (source) or a
social media post (medium).

Slide 6: Four Main Mediums in Google Analytics

1. Organic: Found your site through unpaid search.

2. Referral: Clicked from another website.
3. (none)/Direct: Typed your URL or used a bookmark.
4. CPC: Clicked on a paid ad.

 Example: Like a friend telling you about a shop (referral) vs. you Googling it (organic)
vs. clicking a billboard ad (CPC).

Slide 7: Why Keyword Analysis Matters

 Explanation: Keywords show what people type into search engines. Analyzing them
reveals what users are looking for and if your content answers their needs.
 Example: A bakery might learn customers search “custom birthday cake” instead of
“specialty cake,” showing the need to adjust wording.

Slide 8: Limitations of Keyword Data

 Explanation: Keyword data only shows users who actually visit your site, and your site
may not match the terms many people search for. So the data isn't complete.
 Example: If your pizza shop website says “Italian flatbread” but users search “pizza,”
many might never find your site.
Slide 9: Website Search Data

 Explanation: This tells you what people search for inside your site. It’s direct insight
into what users want, not filtered by Google or other search engines.
 Example: Like a customer asking a staff member where to find vegan options—valuable
info you can use to improve layout or menus.

Why Analyze Keywords?

Explanation:
Analyzing keywords shows what users are searching for and how they describe their needs. This
helps us check if our website provides the right content and structure to match those needs. It can
even help in improving website navigation.

Example:
A cooking blog finds people are searching “easy vegan meals” but has no post with that phrase.
The blogger can create content or retitle pages to match user searches.

Slide 3: Search Query Analysis

Explanation:
Search query analysis groups the keywords that brought users to your site. It helps in spotting
trends and understanding what topics matter most to your visitors. By analyzing bounce rates and
conversion, you learn which search topics perform well.

Example:
An online clothing store notices that “summer dresses under $50” gets lots of clicks and leads to
purchases. So, they promote similar products more.

Slide 4: Referral Traffic

Explanation:
Referral traffic shows which external websites link to yours. It helps identify what users were
doing before landing on your site and what their interests might be. This insight helps improve
user targeting and content placement.

Example:
A tech company sees traffic coming from a blog reviewing gadgets. The company can strengthen
ties with the blogger or advertise on that site.
Slide 5: Investigating Referral Sources

Explanation:
Looking at the source page of a referral helps understand the user’s context. It helps improve the
landing pages users are sent to and align content with their expectations. Sometimes, you may
ask partner sites to change where they link.

Example:
A university notices visitors from a scholarship listing page are sent to its homepage. They can
request the link go directly to the scholarships page instead.

Slide 6: Website Content Reports (All Pages Report)

Explanation:
This report shows which pages are viewed the most and how users behave on them. You can
explore time spent on pages, bounce rates, and user flow. It's useful for identifying your best and
worst-performing content.

Example:
A fitness website finds their “10-minute workouts” page gets high traffic but also high bounce.
They update it with videos to keep users engaged.

Slide 7: Comparing Page Metrics to Similar Pages

Explanation:
Comparing similar page types (like all product pages) helps avoid misleading conclusions.
Different pages serve different roles, so their performance should be judged accordingly.
Grouping pages lets you spot meaningful trends.

Example:
An e-commerce site sees the FAQ page has high bounce—normal for support pages. But if a
product page has a high bounce, it may need better images or descriptions.

Slide 8: Using Filters for Better Insights

Explanation:
Filters in Google Analytics help you view data from similar types of pages by narrowing results
based on URLs. This is great for analyzing patterns across groups of pages like all blog posts or
product listings.
Example:
A travel site filters all pages containing “/paris/” in the URL to analyze how Paris-related content
performs compared to other cities.

Slide 9: Key Takeaways

Explanation:

 Analyze keywords to match user needs

 Use search query and referral data for insights
 Investigate content performance page by page
 Compare similar page types for better analysis
 Use filters to make analysis more precise

Example:
Treat your website like a physical store—understand what users want, where they come from,
and how they move around to serve them better.

Click-Path Analysis

Explanation:
Click-path analysis means tracking how users move from one page to another on your website.
It's like watching how shoppers walk through a store. But websites aren't always linear—users
take many different paths. This makes it hard to say there's one “common” path for all visitors.

Example:
Think of a supermarket. One customer goes from entrance → fruit section → snacks →
checkout. Another goes entrance → dairy → meat → back to fruit. Everyone walks differently!

Slide 3: Focus on Page Relationships

Explanation:
Instead of trying to track one common path, focus on each page: where users came from and
where they went next. This helps you understand unexpected patterns and improve page design
or links between content.

Example:
Imagine a user lands on your product page from a blog post, not your homepage. That means
your blog is doing a great job—maybe you should link more products from it.
Slide 4: Identifying Unusual Clicks

Explanation:
Look for surprising clicks—when users go from one page to another that you didn’t expect. This
could mean they misunderstood something or found a confusing layout.

Example:
If many users go from a “Careers” page to “Pricing,” they might be trying to understand the
business better. Or, the “Apply Now” button might be too hidden.

Slide 5: Using Click-Paths in Usability Testing

Explanation:
Click-path data can help you plan user research. If you see strange navigation behavior, test it
with real users to understand why they do that. This can reveal confusion or design flaws.

Example:
If users often bounce from the FAQ to Contact Us, maybe the FAQs don’t answer what they’re
really looking for.

Slide 6: Navigation Summary Report

Explanation:
The Navigation Summary in Google Analytics shows where users came from and where they
went next—but not the full path. It’s helpful for checking page-to-page movements.

Example:
If a user went from the homepage → product page → cart, this report helps you confirm that
flow and improve product visibility.

Slide 7: Visitors Flow Report

Explanation:
Visitors Flow is a visual report that shows full user journeys across pages. It displays the first
page, the second, third, and so on. However, after a few steps, paths become complex and hard to
summarize.
Example:
It’s like watching 1,000 people walk through a museum. You can clearly see popular routes, like
entrance → dinosaurs → space room, but after that, paths spread out too much.

Slide 8: Dealing with Complexity

Explanation:
Not all user paths can be tracked simply. Focus on the most common ones, even if they only
represent a small group. These common paths often include your most important pages.

Example:
If 60% of users visit your Services page within the first 3 clicks, that page is clearly important—
make sure it’s easy to find and optimized.

Slide 9: Improving User Experience

Explanation:
Click-path analysis helps you improve navigation, highlight key pages, and remove confusing
links. The goal is to guide users smoothly toward what they need.

Example:
If users often loop between two pages, you might need to combine content or make navigation
clearer.

Google Analytics’ Advanced Segments with each point broken down clearly and in plain
language:

What is Segmentation in Google Analytics?

Segmentation means breaking down your data into smaller parts to focus on specific types of
users. For example, instead of looking at all visitors, you might want to study only those who
came from Facebook or used an iPhone.

1. Where to Find Advanced Segments

You can find the Advanced Segments button at the top of most Google Analytics reports.
Clicking it will show:
  Some ready-made segments (like "Mobile Users").
 Your custom segments that you’ve already created.

🧠 Think of it like filters on an online shop—you can choose to look at just the users you care
about.

2. How to Create a New Segment

Click the + New Custom Segment button at the bottom-left of the segment list.
This opens a form where you can build your custom segment with specific filters.

It’s like creating your own search criteria—you decide what kind of users to include.

3. Name Your Segment

Give your segment a clear and short name.

Since you’ll likely create many segments, a name like “Primary Persona—Emily” helps you
remember what it’s for.

📝 Think of it like naming a folder on your computer so you can find it later easily.

4. Add Filters to Define the Segment

You now set the conditions for who you want in the segment:

 Choose what to include (or exclude), like “Ad Content Containing.”

 You can switch to different metrics, like Device, Location, or Keywords.
 You type what value you want to match, like "Apple" for device brand.

It’s like setting rules in a search—like: “Show me users using Apple devices who clicked on
luxury pet toy ads.”

5. Add More Conditions (AND/OR Statements)

You can make your segment more detailed by adding more conditions:

 AND means the user must match both conditions.

 OR means the user can match either condition.
🔍 Example: “User must use an Apple device AND must search for 'premium dog toys’.”

6. What You Can Do After Adding Filters

You get three buttons to work with:

 Save Segment: Save and apply it to your data.

 Preview Segment: Test it without leaving the form—see how it looks.
 Test Segment: Check how many users match each filter. Helps fix mistakes.

🧪 It's like trying out a recipe before serving it—you can preview or test first.

7. Explore Your Segmented Data

Once you save or preview the segment, you can view your Google Analytics reports with this
specific group of users.
You can now answer more focused questions—like how your “Emily-type” users behave on
your site.

📊 It’s like using a magnifying glass to zoom in on just the people you care about.