Segmenting lets you isolate and analyze subsets of data so you can examine and respond to the component trends in your organization’s traffic.

For example, if you find users from a particular geographic region or traffic referrer are no longer donating or registering the same volume as they normally had, you can use segmenting to make changes to site layout, sitemap, and content- or see if competitors are offering similar user experiences.


Google Analytics - Segmenting How To


A segment is made up of one or more non-destructive filters (filters that do not alter the underlying data). These filters isolate subsets of users, sessions, and hits and can be compared directly to each other or broader site traffic.

Subsets of Segments

  • Of Users: People interacting with your site (for example, users in city, who have previously donated; demographic and audience data)
  • Of Sessions: Interactions by a single user are grouped into sessions. (for example, all sessions originating from Campaign A; all sessions during which a purchase occurred
  • Of Hits: Direct page actions clicked including pageviews, events, and transaction (for example, all hits in which revenue was greater than $10)

You can include unlimited filters for users, sessions, and hits in the same segment.

Contact Zuri Group for assistance building custom reports and segmenting today!

Geof Landgraf is our Senior Analytics Architect here at Zuri Group. Google Certified, he’s also a developer on opensource platforms like WordPress, Drupal, CiviCRM, Magento/Prestashop, and premium platforms like Luminate Online, Sphere and NetCommunity. This blend of technical knowledge and online fundraising expertise coupled with his strong SEO/SEM background provides an invaluable resource to many Zuri clients looking for a cohesive digital strategy that includes impactful content, increased visitor conversions, and an improved user experience.

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