Chapter 06

Look at the Right Data (Segments)

By Anna Tomalik

Before we move on to analyzing reports, there’s one more useful thing to do — building segments. As you already know, not everything is worth collecting and exploring. The clearer your data will be in the beginning, the better your reports will look.

Creating segments will help you organize data into subsets, smaller pieces of the whole. Instead of looking at all visits on your website, you’ll be able to see filtered visits. For example, you will see a group of new visitors, returning visitors, or people from a particular country.

There are dozens of conditions by which you can define your segments. So before you build your first group, think about what data is most important to you. Remind yourself about the website goals and KPIs from your tracking plan, and try to define groups of people you want to analyze separately.

Building segments for Clear Bank

To help you out, we’ll walk you through our example of Clear Bank. The first goal we’ve set for Clear Bank’s website was to inform people well about the bank’s offer. Our KPIs were:

  • The number of new visitors on pages with the offer.
  • The number of pages with the offer viewed during one visit.
  • The time spent on pages with the offer.
  • The bounce rate for pages with the offer.

As we can see, these KPIs refer to the bank’s offer. The offer is presented on a few separate pages on Clear Bank’s website. Each page describes one account feature, Benefits, Product Tour, No Fees, Savings, Security. The pages have different URLs and page titles and are grouped under the Product tab in the site menu.

To quickly access analytical data for these pages, we can create a segment of people who visited them. Let’s see how to do it in Piwik PRO.

Set up a segment

To build a segment, follow these steps:

  1. Go to Menu > Analytics.
  2. Click on the All Visits tab, then click Add New Segment.
  3. Name the segment.
  4. From the left-hand menu choose the metric or dimension for the segment’s condition (for example Page URL).
  5. Tip: If you are familiar with metrics and dimensions, you can use the search box to find them.

  6. Drag and drop the element you’ve chosen, select the condition, and input the value.
  7. If you want to set more conditions, add them one by one, by selecting an AND or OR logic operator.
  8. If you want to share the segment with your teammates, select All Users from the upper drop-down menu. Note, that only Owner and User with Admin permission can share segments.
  9. If you want to apply the segment for all websites, select All Websites from the upper drop-down menu.
  10. When you’re done, click Save & Apply.

From now on, your segment will be filtering data and you’ll be able to see segmented data in all reports. Anytime you want to see a segment click the All Visits tab and select the segment you like. On the contrary, if you’re analyzing a segment, and want to see all visits, click the Segment tab and select All Visits.

Segments don’t work for historical data, so it’s best if you create them in the very beginning of your analysis. However, if you build segments later, remember that the data will be only for the period starting after segment creation.

More segments

As we’ve mentioned a couple times, a detailed tracking plan will be your best friend in defining the segments you’ll need from the start. Looking back at our example tracking plan, our work defining segments isn’t quite done.

For Clear Bank, we would build a couple more segments. The second website goal was to invite people to open an account. And we wanted to use the KPI:

  • The number of people who started a signup process vs the number of people who visited pages with the offer.

Using these segments, we can find the metrics for our KPIs quickly, analyze these groups of people separately, or compare segments with each other.

Other ways to use segments

We’ve just shown you a few examples of segments, however, you may want to use different types of grouping. For example, you could use segments to analyze your paid and organic traffic. Or you could create a segment for pages with a 404 error, that will show you broken links. Or a segment with highly engaged visitors who filled in a contact form. It all depends on what you’re looking for in the data. So think it over and create segments most relevant for your website.