Creating Advanced Segments in Google Analytics
If your one of the few left who haven’t taken advantage of advanced segmentation in Google Analytics, stop reading this post and give them a try… ok, well, keep reading 
Advanced segments allow a good Google Analytics user become a Great analytics user – for that matter, a great internet marketer.
I manage PPC campaigns for clients over at this internet marketing company and as such, build many different campaigns with different focuses. Some are interested in leads, others sales and some understand the importance of “micro conversions” or steps in the overall sales process. For clients who understand the value of micro conversions (visits to key pages, downloads of white-papers, views of video’s etc), setting up goals around these items is your first step. With advanced segments, you are able to take aspects of traffic and measure its performance against these goals.
How to Create an Advanced Segment
1. First, have a plan for what element of traffic you want to analyze. For this example, lets look to segment all “paid” traffic as my client wishes to see how his paid ads are performing in Google, Yahoo and MSN in addition to the paid banner ads.
2. To do this, pull “medium” from the dimensions drop down over into the dotted line box, the condition should be “matches exactly” and then type “cpc” into the box.
3. Click “add or statement” and repeat step 2 but type “banner” in the box where “cpc” was typed before. NOTE: In order for this segment to result in traffic, your banner ads links need to be tagged properly using Google’s URL builder and the medium function will have needed to be tagged with “banner”
4. Be sure to name the advanced segment – “Paid Traffic” for example would make a nice title.
5. Click “test segment” to ensure your filter is working properly and results in a positive number of visitors.
6. Save the segment and return to the Google Analytics dashboard.
Above the date range, there is a drop down for Advanced Segments, select this and open up the options for Google’s pre-defined Advanced Segments, and (to the right) your new segment. Select the option from the check box and vola! You should now see how your paid traffic performs in comparison to All traffic (or any other advanced segment you created).
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