Author Photo By Nick Mihailovksi, Product Manager, Google Analytics API Team

Cross-posted from the Google Analytics Blog

Segmentation is one of the most powerful analysis techniques in Google Analytics. It's core to understanding your users, and allows you to make better marketing decisions. Using segmentation, you can uncover new insights such as:
  • How loyalty impacts content consumption
  • How search terms vary by region
  • How conversion rates differ across demographics
Last year, we announced a new version of segments that included a number of new features.

Today, we've added this powerful functionality to the Google Analytics Core Reporting API. Here's an overview of the new capabilities we added:

User Segmentation
Previously, advanced segments were solely based on sessions. With the new functionality in the API, you can now define user-based segments to answer questions like "How many users had more than $1,000 in revenue across all transactions in the date range?"

Example: &segment=users::condition::ga:transactionRevenue>1000

Try it in the Query Explorer.

Sequence-based Segments
Sequence-based segments provide an easy way to segment users based on a series of interactions. With the API, you can now define segments to answer questions like "How many users started at page 1, then later, in a different session, made a transaction?"

Example: segment=users::sequence::ga:pagePath==/shop/search;->>perHit::ga:transactionRevenue>10

Try it in the Query Explorer.

New Operators
To simplify building segments, we added a bunch of new operators to simplify filtering on dimensions whose values are numbers, and limiting metric values within ranges. Additionally, we updated segment definitions in the Management API segments collection.

Partner Solutions
Padicode, one of our Google Analytics Technology Partners, used the new sequence-based segments API feature in their funnel analysis product they call PadiTrack.

PadiTrack allows Google Analytics customers to create ad-hoc funnels to identify user flow bottlenecks. By fixing these bottlenecks, customers can improve performance, and increase overall conversion rate.

The tool is easy to use and allows customers to define an ad-hoc sequence of steps. The tool uses the Google Analytics API to report how many users completed, or abandoned, each step.

paditrack-horizontal-funnel.jpg

Funnel Analysis Report in PadiTrack

According to Claudiu Murariu, founder of Padicode, "For us, the new API has opened the gates for advanced reporting outside the Google Analytics interface. The ability to be able to do a quick query and find out how many people added a product to the shopping cart and at a later time purchased the products, allows managers, analysts and marketers to easily understand completion and abandonment rates. Now, analysis is about people and not abstract terms such as visits."

The PadiTrack conversion funnel analysis tool is free to use. Learn more about PadiTrack on their website.

Resources
We're looking forward to seeing what people build using this powerful new functionality.

Nick is the Lead Product Manager for Core Google Analytics, including the Google Analytics APIs. Nick loves and eats data for lunch, and in his spare time he likes to travel around the world.

Posted by Louis Gray, Googler