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Segmentation Use Cases

September 24, 2018

Segmentation of the data in Piwik PRO Marketing Suite takes raw aggregated numbers and shows you how different user groups behave. You specify what subsets of users are of interest, and Piwik PRO gives you the knowledge that you can use to optimize your marketing and advertising efforts.

As you probably already know – Segmentation is one the easiest and at the same time one of the most powerful features of Piwik PRO. When creating a Segment, there may be a lot of easy and intuitive ones to set up, like the visitors that come from some particular country, visitors using some particular browser, visitors using some particular device, or all of these combined into one. You can form a Segment that will perfectly answer your needs, meet your business goals and give you the needed insights of your reports right away. But there are also a lot of filters that you wouldn’t think about to set up at first. Take a look at the list below, we are sure that at least half of them will be useful in your case!

Here you can find out more about Segments and learn how you can easily create a Segment in Piwik PRO Marketing Suite!

Visit (metrics)

Campaign success

Let’s say that exactly seven days ago you published a marketing campaign. One of the ways to check its results would be to create a Segment that will differentiate all the visits that happened since the beginning of such a campaign. To do it you just need to pick Days since first visit variable, choose at most and fill the last field with the number 7. Take a look:

Most active e-commerce customers

If you are the E-commerce business owner, and you additionally have the Piwik PRO E-commerce module enabled, this Segment will give you a lot of information about the most active customers of yours. Thanks to it you will right away find out more about the visitors who made their last order at most 30 days ago. It will give you an opportunity to take care of all the returning and active customers of yours. Take a look at how to set it up:

The most active visitors

The average visitor performs from five to ten actions per visit. This Segment will help you understand how many active visitors you have, take a closer look at their journey, find out all the insights thanks to specifically filtered reports. Please take a look at how to set it up:

404 error

The number of actions variable may be useful in more than one case. After checking what is the actual name of your page once you are entering the combination of your URL that doesn’t exist, you can create a Segment that will immediately show you what are the pages that show your visitors the 404 error. For Piwik PRO the name contains both Page Not Found and Piwik PRO Marketing Suite. It may be really useful when you are defining the new directions you would like to develop your website in. Please take a look at how to add such a Segment below:

Returning visitors

This Segment makes finding out how many people are getting back to your website extremely easy. You can check who was on your website at least two times. It lets you define a lot of additional information and get deeper insights about the returning visitors. Of course instead of the number two you can choose any other number. Please take a look on how to set such a Segment up:

Software connected visitors

This Segment will differentiate between people who work in the software field. It uses the Custom Dimensions you could have applied and gives you an instant information on the users who are having the job occupation of your choice (e.g. software connected). To set it up, you first need to create specific Custom Dimensions and then use them in the Segment:

Researchers

Let’s say that somebody looks for something on your website. It may mean that this person is really interested in some particular thing or that something is really difficult to find. This Segment is filtering the reports about the visitors who were using an internal search more than two times. Please take a look on how to set such a Segment up:

Quick Visits

This Segment may give you an information on the visitors who are leaving your website in 60 seconds. Of course, you can set up the time amount (in seconds) that fits you best. Thanks to this one you can get more insights into people who are quickly leaving your website. This will help you find a way to avoid such short visits in the future and develop your business the right way. To set it up, you just need to pick the Visit Duration (in seconds) variable:

Goal #3

Goals module in Piwik PRO is created to measure all the key actions relevant to your business. With detailed reports at your fingertips, you can improve your website and make reliable, data-driven decisions. Once you created such a Goal (please check how to do it step-by-step here), you can additionally create a Segment based on the Visits that converted it. You need to provide the Goal ID (you can find it in the Manage Goals section in Goals module) and save such a Segment. Thanks to this Segment you can look through the whole path that led your visitors to convert such a Goal, make a great use of the Comparison Dashboard, what pages do these people visit, what are their Referrers of the people who are converting the Goal.

Visit

Excluding the visitor

This Segment can help you to exclude some particular IP(s). It can be really useful once you find out about some fake traffic generators or even if you want to exclude the internal traffic from being displayed in the reports. To set it up, you just pick the Visitor IP variable, then pick the not equals field and provide the IP you would like to exclude from the reports. Take a look:

Mobile Users

Thanks to this Segment you will be able to easily filter the users who were visiting your website from the mobile devices. To set it up you just need to pick the following variables:

Mobile Downloads

As you probably know, you can mix and match all the needed variables to get the Segment that meets your business goals. The following Segment will give us the reports of the “Mobile Users” performing a download action on your website. Please find out below how to set up such a Segment:

Unexpected Users

This group of users coming from the particular device type may give you insights on the unexpected devices users may be visiting your website with. We added here car browser, camera, console, tv, and smart display but you can pick and arrange such a Segment depending on your specific needs. Please take a look below how to build such a Segment:

Visit location

These variables will be specifically useful if you want to filter your reports by the continent, country or even city and region. Additionally, it will let you differentiate the language, latitude, and longitude.

Referrers

Keyword: Analytics

The information about the specific keyword that drives your people into your website may be really enriching and can help you develop your website in a particular way. In our case, one of the most powerful referrer keywords is the Analytics word. Thanks to this Segment you will be able to see the reports about the users that were driven to your website by some particular keyword. Please take a look at how to set it up:

Direct Visitors

This Segment will give you information about the visitors who did come to your website directly, with no referrer. Thanks to that you can analyze all the reports about them and check their behavior to develop your website the right way. Take a look at how to set such a Segment up:

Organic traffic

Once you are applying such a Segment configuration, you are able to filter all the data in Piwik PRO to the Organic traffic. This will give you a possibility to check the quality of this type of traffic on many levels, such as for example conversions, user engagement or the action performed during their sessions.

Events

Scrolled Pages

As we have created an Event that gives us the instant information about the pages that were being scrolled before (take a look how to create such an Event here), we would like to have our reports filtered by this Event. Please find out how to set up such a Segment:

Custom Variables

This Segments section will help you to create Segments based on the (previously created) Custom Variables and get more insights about each one of them separately.

Campaigns

Facebook Campaign

Once you are creating some Facebook campaign you can easily differentiate the reports that are coming straight from it. Finding more information about these visitors can help you establish the success of such a campaign or develop it. Please take a look below to find out how to set up such a Segment yourself:

Campaign #1

Segmentation can be also really useful once you are trying to find out more about the campaign-driven visitors – check on their behavior if they bounce right away if they are converting leads if they are getting back to the website. This information may be useful to establish whether the campaign was successful and we should repeat it in the future or we should change something. Please take a look below to find out how to set it up:

Actions

Exit Page is a Demo Page

Exit Pages report focuses on the last page your users visited before leaving your website. It can give you information on the number of times a certain page was the last page. Thanks to this Segment you will be able to find out right away e.g. if your demo page is interesting for your visitors or if they are exiting it right away. Please take a look at how to set it up:

Exclude the Page URL

You may want to exclude some specific URL from the reports you see just to have the information only about the most valuable URLs you track. To set this Segment up you just need to pick the following variable and choose a specific URL you would like to exclude:

PDF Download

Thanks to this Segment you can get quick insights on all of the .pdf files that your visitors have downloaded from your website. Of course, you can change the format of the file for the one that you would like to get the insights of. Please take a look at the screenshot below to find out how to set it up:

Also here you can find out more about Learning about different user personas using Segments.