If you dive deeper into the world of Google Analytics, you will soon encounter three important key terms: segments, goalsand events. Let’s see which processes in Google Analytics are covered by those three terms. Google Analytics offers a lotof data concerning the origin and the behavior of website users. In order to make sense of the numbers, you need to communicate your interests and strategies. That’s the point where internal tools for the exact configuration of the analysis start to play a role.
Segments, goals and events
Segmentsdefine the relevant and the irrelevant parts of your data. The segmentation of the data facilitates the analysis and makes it more effective. „It’s more important to reach the people who count than to count the people you reach“ is a widely known adage in the world of SEO.
If you want Google to deliver insightful data, you have to communicate which behavior users should ideally show on your websites and which actions are a success to you.
Clicks, sales and other user actions (events) can be used to define and calculate goals and segments. Here are some examplary questions Google can answer if you define the relevant events properly:
- At which point do users cancel the ordering process (if so)?
- How many users from search engines end up purchasing your products?
- How many users watched your latest video or clicked at „read more“ buttons?
- Do users share your pages on social media?