Google Analytics 4 (GA4) is the latest version of Google Analytics, which offers a new and improved approach to tracking and analyzing user behavior on websites and mobile apps. One of the key features of GA4 is the ability to create custom segments and views, which allow you to filter and analyze data in a more targeted and meaningful way.

Custom Segments

A custom segment is a group of users or sessions that meet specific criteria. These criteria can be based on various dimensions and metrics, such as demographics, behavior, technology, traffic source, and more. By creating custom segments, you can isolate specific groups of users or sessions and analyze their behavior separately from the rest of your traffic.

For example, you might want to create a custom segment for users who have made a purchase on your website in the past month.

To do this, you could set the following criteria:

• Include users who have triggered the “purchase” event in the past 30 days
• Exclude users who have triggered the “refund” event in the past 30 days

Once you’ve created this custom segment, you can use it to analyze various metrics, such as conversion rate, revenue, average order value, and more. You can also compare the performance of this segment with other segments or the overall traffic to identify any trends or patterns.

Creating a custom segment in GA4 is relatively straightforward. You can access the custom segment builder by navigating to the “Audience” section in the left-hand menu, and then selecting “Segments.” From there, you can click on the “New Segment” button to start creating your custom segment.

You’ll then be presented with a variety of options for setting your criteria, including predefined segments, demographic data, behavior data, technology data, traffic source data, and more. You can select one or more criteria to include or exclude users, and you can also set date ranges to specify the time period for your segment.

Once you’ve set your criteria, you can save your custom segment and give it a descriptive name. You can then use this segment in various reports throughout GA4 to analyze user behavior and performance.

Custom Views

A custom view is a subset of your website or app’s data that you can analyze separately from your main view. By creating custom views, you can filter out irrelevant data and focus on specific aspects of your website or app’s performance.

For example, you might want to create a custom view that only shows data for a specific section of your website, such as your blog or product pages. To do this, you could set up a custom view that includes only the relevant pages and filters out any irrelevant data, such as data from your homepage or contact page.

Creating a custom view in GA4 is also relatively simple. You can access the view builder by navigating to the “Admin” section in the left-hand menu, and then selecting “Data Streams” and “Web.” From there, you can select the data stream that you want to create a custom view for, and then click on the “Create View” button.

You’ll then be prompted to select the settings for your custom view, including the view name, time zone, and currency. You can also set filters to include or exclude specific pages, events, or traffic sources, as well as configure other settings such as cross-domain tracking and e-commerce tracking.

Once you’ve set up your custom view, you can use it to analyze data in various reports throughout GA4. You can also compare the performance of your custom view with other views or the overall data to identify any trends or patterns.

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