A Step-By-Step Guide To Creating Segments And Audiences In GA4 With Examples


Google Analytics 4 (GA4) comes with a extra versatile viewers builder and presents extra superior viewers creation capabilities than Common Analytics (UA).

GA4 additionally takes a special method to measuring display screen views in comparison with Common Analytics.

As an alternative of measuring display screen views in separate properties for cell and internet, GA4 combines information from each internet and app views right into a single property.

Which means that audiences might be created primarily based on a person’s complete journey throughout a number of gadgets, which makes it doable to create extra full person profiles.

What Are Audiences?

Audiences check with subgroups of customers that can be utilized for each evaluation and promoting functions.

These teams might be created primarily based on a wide range of components, together with dimensions, web page views, person properties, and occasions (or their sequences) which are related to your enterprise.

It’s essential to notice that, as new person information is repeatedly collected in GA4, audiences are routinely re-evaluated.

What Are Segments?

Segments check with part of information that meets sure standards and might be analyzed individually from the remainder of the info.

Quite than analyzing information from all guests, segments will let you separate particular teams of customers and evaluate their habits to the remainder of the info.

For instance, you may evaluate the habits of customers from the USA to the habits of all customers, or cell customers to desktop customers, and get deeper insights.

Segments Vs. Audiences

Once you create a section, you may select to construct an viewers primarily based on a section – however these two options are totally different. You may’t use segments in normal experiences, however you need to use audiences.

Segments can be found solely in exploration experiences, whereas audiences aren’t.

Audiences can be utilized in Google Advertisements remarketing campaigns, however segments can’t.

Most significantly, segments are retroactive, however audiences aren’t, as audiences begin accumulating info from the second of creation.

How To Create Segments

In GA4, navigate to Explorations > Create a New Exploration.

There are three forms of segments you may create:

  • Consumer section: Consists of all occasions related to customers who fulfill a particular set of standards.
  • Periods section: Consists of all occasions related to these periods that match the set of standards.
  • Occasion section: Consists of solely particular occasions that meet a set of standards.

Let’s dive into how every sort of section works with a simplified mannequin.

Let’s say the person who visited the web site carried out the next actions in the course of the first session:

  • Web page view.
  • Submitted type.
  • Watched a video.

On the second session the following day, the identical person carried out these actions:

  • Web page view.
  • Web page view.
  • Watched a video.
  • Clicked.

If we create a person section with the situation that the person submitted a type, it is going to include information from each periods as a result of we inform GA4 to incorporate all information that belongs to that person.

If we construct the periods section with the situation that in the course of the session, the person submitted a type, it is going to include solely information from the primary session as a result of we informed GA4 to include information solely from periods the place one has submitted a type.

If we construct a session section of when somebody watched a video, it is going to have information from each periods as a result of the person watched a video throughout each periods.

And eventually, if we create an occasion section for instances when the person clicked a hyperlink, it is going to include solely click on occasion information from the second session.

Whereas it might seem to be numerous info and onerous to swallow, don’t fear; you’ll step by step perceive all of those as you begin utilizing it.

Now, let’s dive into the section builder UI of GA4, which is similar one we shall be utilizing for constructing audiences.

Get To Know Section Builder UI In GA4

Listed below are a number of the options to learn about inside section builder:

  • OR/AND conditional logic operators can be utilized to use a number of standards on the identical time within the teams.
  • Sequence is accessible solely in person segments and may’t be configured for session or occasion segments. You should utilize it to know what number of customers subscribe after visiting your house web page.
  • You may apply time constraints to your sequential segments. An instance use case could be to know what number of customers go to your subscribe web page and join inside 5 minutes, or what number of customers go to your product web page and add it to the cart inside 5 minutes.
  • By checking the “Construct Viewers” checkbox, you may create an viewers from that section too.
  • “Exclusion group” is a priceless instrument that means that you can refine your section or viewers by excluding particular customers. As an example, you may create an viewers comprising people who clicked the ‘Add to cart’ button however exclude those that have already made a purchase order. This lets you develop a focused viewers on your remarketing marketing campaign in Google Advertisements, particularly catering to those that expressed curiosity in your product however didn’t full the acquisition.
  • Group stage scoping: 1. throughout all periods, and a pair of. inside the identical session inside the identical occasion. Which applies to all circumstances within the group. Please be aware which you can apply particular sequence stage scoping “throughout all periods” and “inside the identical session.” Observe that “throughout all periods” scoping is accessible solely in person segments.

Now, let’s discover a number of examples of every sort of section so we will perceive how they work.

Instance Of A Consumer Section

At SEJ, we’ve sign-ups, and we’re interested by how lengthy it takes a person to join our e-newsletter after touchdown on our article pages.

For that, we should always construct a section of customers who signed up for our e-newsletter, which is immediately adopted by a page_view occasion inside 10 minutes.

For that, we select “first_visit” as an occasion.

If you wish to apply a time constraint to a particular step, you may make the most of the time constraint possibility inside the sequence. Nonetheless, in our case, we’ve chosen a sequence international time constraint, which implies that it applies to all steps inside the sequence.

What we’ve discovered from this section is that 478 out of 1302 subscribers (37%) subscribe inside 10 minutes once they go to the article web page.

If in case you have a store, you may construct a section of those that buy inside a day after visiting a product web page.

There are an infinite variety of potentialities for a way you need to use this, and I want to emphasize the truth that the brand new section or viewers builder of GA4 could be very versatile and highly effective in comparison with Common Analytics.

Sadly, as you construct a section you may’t share it throughout explorations, and you must create it once more. There’s a workaround you may apply to duplicate exploration in case you want the identical section.

Principally, you may create an empty exploration with all of the segments you may want. Then, everytime you want a brand new report, you may duplicate the exploration and make the most of the segments inside the copied model to keep away from creating them every time.

Listed below are a number of concepts of segments you might want to make use of for a customers section:

  • Consumer Acquisition: Perceive person habits from totally different acquisition channels (natural search, paid advertisements, social media, electronic mail advertising).
  • Cohort Evaluation: Examine engagement, retention, and conversion charges between new and returning customers.
  • Buyer Lifetime Worth (CLTV): Establish high-value customers primarily based on income, order worth, and buy frequency.
  • Demographic Evaluation: Section customers by age, gender, location, or pursuits to personalize advertising methods.
  • Churn Evaluation: Establish and re-engage customers who’ve churned by way of remarketing campaigns.

Instance Of A Session Section

Whereas person segments are priceless for analyzing long-term habits and person traits, session segments present a extra targeted and contextual evaluation of person interactions inside a single session.

Periods segments are the only option for content material engagement evaluation sort of experiences. By utilizing session segments, you may analyze how customers interact with various kinds of content material in your web site or perceive person habits primarily based on referral sources.

Session segmentScreenshot from GA4, Might 2023

Within the periods section, every part is similar, however it not has:

  • “Throughout all periods” scope.
  • Sequences.
  • Time constraints.

Let’s construct a section of customers who arrived at our web site from social.

Sessions segment of social trafficPeriods section of social visitors.

Observe that I used “session supply” equal to “social” with situation OR of web page referrer with regexp match.


Listed below are a number of concepts for a way you need to use session segments vs. customers:

  • Content material Engagement: Analyze periods the place customers interacted with particular content material varieties.
  • Marketing campaign Efficiency: Consider periods that originated from particular advertising campaigns or channels to know how efficient your advertising efforts are.
  • Function Engagement: Detect periods the place customers actively interact with particular options in your web site, resembling including objects to a wishlist, utilizing a dwell chat, and so on.
  • Conversion Funnels: Analyze periods that progress via key steps of your conversion funnel, from preliminary engagement to aim completion, serving to you optimize the person journey.

Instance Of An Occasion Section

Occasion segments are subsets of occasions triggered in your web site or app.

With customers and session segments, you might already really feel you’ve all that you just want, so why would you want occasion segments? Nicely, occasion segments present a extra focused and particular evaluation in comparison with session-based or user-based segments.

They will let you look into particular actions customers carry out in your web site and optimize the person expertise.

For example of how they can be utilized, let’s create a scroll depth occasion section. By analyzing customers who attain sure scroll depth thresholds, you may determine participating pages, optimize content material format, and enhance general person engagement.

Event segment of scroll depth 50%Occasion section of scroll depth 50%.

In our instance, we wish to see information from customers who scrolled 50% of the web page and observed from scoping that solely “inside the identical occasion” was left.

The granular scroll depth monitoring we’ve requires a customized setup which we’ll cowl within the subsequent guides. In your finish, in case you don’t have it arrange you may simply use the  “scroll” occasion with out the customized parameter “percent_scrolled.”

Listed below are concepts on when you need to use occasions segments vs. customers and session segments.

  • Clicks Occasions: Create a section primarily based on click on occasions, resembling “Add to Cart” or “Submit Type.” This lets you analyze periods or customers who actively interact along with your calls to motion and measure the effectiveness of particular call-to-action buttons.
  • Video Engagement: You may construct a section primarily based on occasions, resembling “video_start,” “video_progress,” or “video_complete.” This section means that you can analyze periods or customers who interact with video content material in your web site or app.
  • Customized Interactions: Arrange customized occasion monitoring to create segments primarily based on particular interactions related to your enterprise, resembling social media shares or error monitoring, that can assist you determine and analyze periods or customers who encountered points.
  • Error Monitoring: Create a section primarily based on error occasions, resembling type validation errors, damaged hyperlinks, or server-side errors. The benefit: occasion segments targeted on errors assist you determine and analyze periods or customers who encountered points, enabling you to enhance error dealing with, repair damaged parts, and improve general web site or app performance.
  • Interplay with Dynamic Content material. Analyze periods or customers who interacted with dynamically loaded or personalised content material parts, e.g., picture carousels, associated articles, or personalised presents.

As we discovered how one can use section builder in UI, we will create an viewers simply.

How To Create Audiences

The best technique is to create audiences proper from segments by checking the checkbox to construct an viewers.

Alternatively, you may entry it below the Property menu.


For example, we’ll construct a person viewers of those that deserted sign-up type submissions as a way to goal them by way of Google Advertisements remarketing campaigns.

We used the occasion “form_start” however excluded those that submitted a type.

Let’s dive into a number of new choices you’ve in viewers builder.

What Is Membership Length Setting?

It’s the time period {that a} person stays a member of an viewers after they meet the standards for inclusion. It means that you can outline how lengthy a person ought to keep within the viewers earlier than being routinely eliminated.

Primarily based in your remarketing marketing campaign’s wants, you might must set it to totally different values.

For instance, you might wish to construct an viewers of customers who had been interested by your product within the final 15 days and promote to them.

What Is Viewers Set off?

Viewers set off is a brand new function in GA4 that permits you to set off a customized occasion when a brand new person enters into an viewers. It means that you can construct person acquisition conversion by marking the occasion as a conversion.

You may construct an viewers persona by various circumstances – for instance, customers who learn three articles on the subject of “Advertising and marketing” – title it “Entrepreneurs,” and set off the customized occasion “marketer_acquisition.”

As you run sure campaigns to convey visitors to your weblog, you need to use marketer_acquisition conversion as a KPI to measure how efficient your marketing campaign was in attracting related visitors to your web site.

The checkbox “Log a further occasion when viewers membership refreshes” is self-explanatory, and it’s as much as you to resolve.

This can be helpful for e-commerce, as when we’ve customers who’re interested by a product within the final 15 days and faraway from the viewers as time elapses, you might wish to retrigger it once they return and have an interest once more, say, 30 days later.


With all of the challenges GA4 brings, it additionally has massive benefits you need to use.

Viewers-based conversions are important KPIs for publishers to know whether or not they’re attracting an Ultimate Buyer Profile (ICP) viewers, or simply random guests.

In Common Analytics, this wasn’t accessible – however with GA4, it’s.

Additionally, time-based constraints allow you to construct segments and open new methods to carry out behavioral evaluation. For instance, you may create a section of customers who made a purchase order inside the final month.

This helps you concentrate on current person interactions and perceive present habits patterns.

Extra sources:

Featured Picture: Vitalii Vodolazskyi/Shutterstock


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