A Step-By-Step Guide To Creating Segments And Audiences In GA4 With Examples

A Step-By-Step Guide To Creating Segments And Audiences In GA4 With Examples

Google Analytics 4 (GA4) comes with a extra versatile viewers builder and provides extra superior viewers creation capabilities than Universal Analytics (UA).

GA4 additionally takes a unique strategy to measuring display views in comparison with Universal Analytics.

Instead of measuring display views in separate properties for cellular and net, GA4 combines data from both net and app views right into a single property.

This implies that audiences may be created primarily based on a person’s whole journey throughout a number of units, which makes it doable to create extra full person profiles.

What Are Audiences?

Audiences confer with subgroups of customers that can be utilized for each evaluation and promoting functions.

These teams may be created primarily based on quite a lot of elements, together with dimensions, web page views, person properties, and occasions (or their sequences) which might be related to your small business.

It’s vital to notice that, as new person knowledge is repeatedly collected in GA4, audiences are robotically re-evaluated.

What Are Segments?

Segments confer with part of knowledge that meets sure standards and may be analyzed individually from the remainder of the info.

Rather than analyzing knowledge from all guests, segments mean you can separate particular teams of customers and evaluate their habits to the remainder of the info.

For instance, you’ll be able to evaluate the habits of customers from the United States to the habits of all customers, or cellular customers to desktop customers, and get deeper insights.

Segments Vs. Audiences

When you create a section, you’ll be able to select to construct an viewers primarily based on a section – however these two options are totally different. You can’t use segments in normal studies, however you need to use audiences.

Segments can be found solely in exploration studies, whereas audiences usually are not.

Audiences can be utilized in Google Ads remarketing campaigns, however segments can’t.

Most importantly, segments are retroactive, however audiences aren’t, as audiences begin accumulating info from the second of creation.

How To Create Segments

In GA4, navigate to Explorations > Create a New Exploration.

There are three forms of segments you’ll be able to create:

  • User section: Includes all occasions related to customers who fulfill a selected set of standards.
  • Sessions section: Includes all occasions related to these periods that match the set of standards.
  • Event section: Includes solely particular occasions that meet a set of standards.

Let’s dive into how every sort of section works with a simplified mannequin.

Let’s say the person who visited the web site carried out the next actions in the course of the first session:

  • Page view.
  • Submitted kind.
  • Watched a video.

On the second session the subsequent day, the identical person carried out these actions:

  • Page view.
  • Page view.
  • Watched a video.
  • Clicked.

If we create a person section with the situation that the person submitted a kind, it would include knowledge from each periods as a result of we inform GA4 to incorporate all knowledge that belongs to that person.

If we construct the periods section with the situation that in the course of the session, the person submitted a kind, it would include solely knowledge from the primary session as a result of we advised GA4 to include knowledge solely from periods the place one has submitted a kind.

If we construct a session section of when somebody watched a video, it would have knowledge from each periods as a result of the person watched a video throughout each periods.

And lastly, if we create an occasion section for occasions when the person clicked a hyperlink, it would include solely click on occasion knowledge from the second session.

While it might appear to be a whole lot of info and onerous to swallow, don’t fear; you’ll progressively perceive all of those as you begin utilizing it.

Now, let’s dive into the section builder UI of GA4, which is identical one we will likely be utilizing for constructing audiences.

Get To Know Segment Builder UI In GA4

Here are among the options to find out about inside section builder:

  • OR/AND conditional logic operators can be utilized to use a number of standards on the identical time within the teams.
  • Sequence is out there solely in person segments and might’t be configured for session or occasion segments. You can use it to know what number of customers subscribe after visiting your house web page.
  • You can apply time constraints to your sequential segments. An instance use case can be to know what number of customers go to your subscribe web page and join inside 5 minutes, or what number of customers go to your product web page and add it to the cart inside 5 minutes.
  • By checking the “Build Audience” checkbox, you’ll be able to create an viewers from that section too.
  • “Exclusion group” is a precious instrument that permits you to refine your section or viewers by excluding particular customers. For occasion, you’ll be able to create an viewers comprising people who clicked the ‘Add to cart’ button however exclude those that have already made a purchase order. This allows you to develop a focused viewers to your remarketing marketing campaign in Google Ads, particularly catering to those that expressed curiosity in your product however didn’t full the acquisition.
  • Group degree scoping: 1. throughout all periods, and a couple of. throughout the identical session throughout the identical occasion. Which applies to all circumstances within the group. Please notice that you may apply particular sequence degree scoping “across all sessions” and “within the same session.” Note that “across all sessions” scoping is out there solely in person segments.

Now, let’s discover just a few examples of every sort of section so we will perceive how they work.

Example Of A User Segment

At SEJ, now we have sign-ups, and we’re taken with how lengthy it takes a person to join our e-newsletter after touchdown on our article pages.

For that, we should always construct a section of customers who signed up for our e-newsletter, which is immediately adopted by a page_view occasion inside 10 minutes.

For that, we select “first_visit” as an occasion.

If you need to apply a time constraint to a selected step, you’ll be able to make the most of the time constraint possibility throughout the sequence. However, in our case, now we have chosen a sequence world time constraint, which implies that it applies to all steps throughout the sequence.

What we’ve discovered from this section is that 478 out of 1302 subscribers (37%) subscribe inside 10 minutes after they go to the article web page.

If you could have a store, you’ll be able to construct a section of those that buy inside a day after visiting a product web page.

There are an infinite variety of prospects for a way you need to use this, and I want to emphasize the truth that the brand new section or viewers builder of GA4 could be very versatile and highly effective in comparison with Universal Analytics.

Unfortunately, as you construct a section you’ll be able to’t share it throughout explorations, and you might want to create it once more. There is a workaround you’ll be able to apply to duplicate exploration when you want the identical section.

Basically, you’ll be able to create an empty exploration with all of the segments you may want. Then, everytime you want a brand new report, you’ll be able to duplicate the exploration and make the most of the segments throughout the copied model to keep away from creating them every time.

Here are just a few concepts of segments you could want to make use of for a customers section:

  • User Acquisition: Understand person habits from totally different acquisition channels (natural search, paid adverts, social media, e-mail advertising and marketing).
  • Cohort Analysis: Compare engagement, retention, and conversion charges between new and returning customers.
  • Customer Lifetime Value (CLTV): Identify high-value customers primarily based on income, order worth, and buy frequency.
  • Demographic Analysis: Segment customers by age, gender, location, or pursuits to personalize advertising and marketing methods.
  • Churn Analysis: Identify and re-engage customers who’ve churned by way of remarketing campaigns.

Example Of A Session Segment

While person segments are precious for analyzing long-term habits and person traits, session segments present a extra targeted and contextual evaluation of person interactions inside a single session.

Sessions segments are the only option for content material engagement evaluation sort of studies. By utilizing session segments, you’ll be able to analyze how customers interact with various kinds of content material in your web site or perceive person habits primarily based on referral sources.

Session segmentScreenshot from GA4, May 2023

In the periods section, every part is identical, nevertheless it now not has:

  • “Across all sessions” scope.
  • Sequences.
  • Time constraints.

Let’s construct a section of customers who arrived at our web site from social.

Sessions segment of social trafficSessions section of social visitors.

Note that I used “session source” equal to “social” with situation OR of web page referrer with regexp match.


Here are just a few concepts for a way you need to use session segments vs. customers:

  • Content Engagement: Analyze periods the place customers interacted with particular content material varieties.
  • Campaign Performance: Evaluate periods that originated from particular advertising and marketing campaigns or channels to know how efficient your advertising and marketing efforts are.
  • Feature Engagement: Detect periods the place customers actively interact with particular options in your web site, akin to including gadgets to a wishlist, utilizing a stay chat, and so on.
  • Conversion Funnels: Analyze periods that progress by key steps of your conversion funnel, from preliminary engagement to purpose completion, serving to you optimize the person journey.

Example Of An Event Segment

Event segments are subsets of occasions triggered in your web site or app.

With customers and session segments, you could already really feel you could have all that you simply want, so why would you want occasion segments? Well, occasion segments present a extra focused and particular evaluation in comparison with session-based or user-based segments.

They mean you can look into particular actions customers carry out in your web site and optimize the person expertise.

As an instance of how they can be utilized, let’s create a scroll depth occasion section. By analyzing customers who attain sure scroll depth thresholds, you’ll be able to determine participating pages, optimize content material structure, and enhance general person engagement.

Event segment of scroll depth 50%Event section of scroll depth 50%.

In our instance, we need to see knowledge from customers who scrolled 50% of the web page and seen from scoping that solely “within the same event” was left.

The granular scroll depth monitoring now we have requires a customized setup which we’ll cowl within the subsequent guides. On your finish, when you don’t have it arrange you’ll be able to simply use the  “scroll” occasion with out the customized parameter “percent_scrolled.”

Here are concepts on when you need to use occasions segments vs. customers and session segments.

  • Clicks Events: Create a section primarily based on click on occasions, akin to “Add to Cart” or “Submit Form.” This permits you to analyze periods or customers who actively interact together with your calls to motion and measure the effectiveness of particular call-to-action buttons.
  • Video Engagement: You can construct a section primarily based on occasions, akin to “video_start,” “video_progress,” or “video_complete.” This section permits you to analyze periods or customers who interact with video content material in your website or app.
  • Custom Interactions: Set up customized occasion monitoring to create segments primarily based on particular interactions related to your small business, akin to social media shares or error monitoring, that will help you determine and analyze periods or customers who encountered points.
  • Error Tracking: Create a section primarily based on error occasions, akin to kind validation errors, damaged hyperlinks, or server-side errors. The benefit: occasion segments targeted on errors enable you determine and analyze periods or customers who encountered points, enabling you to enhance error dealing with, repair damaged components, and improve general web site or app performance.
  • Interaction with Dynamic Content. Analyze periods or customers who interacted with dynamically loaded or personalised content material components, e.g., picture carousels, associated articles, or personalised provides.

As we discovered how one can use section builder in UI, we will create an viewers simply.

How To Create Audiences

The easiest way is to create audiences proper from segments by checking the checkbox to construct an viewers.

Alternatively, you’ll be able to entry it underneath the Property menu.


As an instance, we’ll construct a person viewers of those that deserted sign-up kind submissions so as to goal them by way of Google Ads remarketing campaigns.

We used the occasion “form_start” however excluded those that submitted a kind.

Let’s dive into just a few new choices you could have in viewers builder.

What Is Membership Duration Setting?

It is the time frame {that a} person stays a member of an viewers after they meet the standards for inclusion. It permits you to outline how lengthy a person ought to keep within the viewers earlier than being robotically eliminated.

Based in your remarketing marketing campaign’s wants, you could must set it to totally different values.

For instance, you could need to construct an viewers of customers who had been taken with your product within the final 15 days and promote to them.

What Is Audience Trigger?

Audience set off is a brand new function in GA4 that permits you to set off a customized occasion when a brand new person enters into an viewers. It permits you to construct person acquisition conversion by marking the occasion as a conversion.

You can construct an viewers persona by numerous circumstances – for instance, customers who learn three articles on the subject of “Marketing” – title it “Marketers,” and set off the customized occasion “marketer_acquisition.”

As you run sure campaigns to carry visitors to your weblog, you need to use marketer_acquisition conversion as a KPI to measure how efficient your marketing campaign was in attracting related visitors to your web site.

The checkbox “Log an additional event when audience membership refreshes” is self-explanatory, and it’s as much as you to determine.

This could also be helpful for e-commerce, as when now we have customers who’re taken with a product within the final 15 days and faraway from the viewers as time elapses, you could need to retrigger it after they return and have an interest once more, say, 30 days later.


With all of the challenges GA4 brings, it additionally has large benefits you need to use.

Audience-based conversions are very important KPIs for publishers to know whether or not they’re attracting an Ideal Customer Profile (ICP) viewers, or simply random guests.

In Universal Analytics, this wasn’t out there – however with GA4, it’s.

Also, time-based constraints allow you to construct segments and open new methods to carry out behavioral evaluation. For instance, you’ll be able to create a section of customers who made a purchase order throughout the final month.

This helps you deal with current person interactions and perceive present habits patterns.

More assets:

Featured Image: Vitalii Vodolazskyi/Shutterstock

Check Also

Member Spotlight: Daugirdas Jankus

Launching a WordPress Product in Public: Session 14

Transcript ↓ Corey Maass and Cory Miller proceed the event of their new WordPress plugin, …