This week Google has released a series of updates that makes it easier to segment user groups in Google Analytics.

Analyse this

Google announced the changes in a blog post, explaining the area the update applies to, Advanced Segmentation, is one of the most popular features in Google Analytics.

“We’ve recently re-imagined segmentation to make it even easier for new Analytics users, yet also more powerful for seasoned analysts and marketers,” wrote Wayne Xu from Google.

Know thy audience

Advanced Segmentation allows users to analyse different streams of website traffic. For example, “paid traffic” and “organic traffic”. Previously, segment data was calculated on individual visits.

Now Advanced Segmentation includes data from returning visitors, giving a more complete picture of browsing habits and trends.

The segments feature can be applied against historical data, and compared with other segment profiles in side by side reports.

Cohorts of a feather

Another update comes with Cohort Analysis, which allows Analytics users to analyse specific groups of visitors – such as customers who spent a certain amount of money or time on a website.

Once again this data can be tracked over multiple visits, and should give marketers a better idea about what's working, and what's not, on their website.

New look

Google topped off the updates with a new look inspired by the 'cards' aesthetic already in play across many of its other products.

To find out more visit analytics.blogspot.com.au.

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