<< by Scott Garrett on July 17th, 2013
Advanced segments in Google Analytics give users great insight into the finer points of the type of traffic coming to their website. These segments allow you to quickly separate and identify subsets of traffic with predefined and custom segments. For example, you can segment traffic based off of paid search traffic or mobile device traffic. However, Google recently announced some major changes to advanced segments that will be coming to Google Analytics in the coming months. The main take away from the announcement is that in the past, advanced segments were based off of visits, but in the future advanced segments will also be based off of user segments (behaviors and demographics). These changes will allow further insight into user behavior for all types of websites; however, I will be specifically discussing the effects that these changes will have in terms of gathering user behavior for e-commerce websites.