This blog is geared toward the novice Google Analytics users who feel overwhelmed by concepts like filtering, segments and customs reports. My hope is that by the end of this post, I will be able to provide you with enough context on these concepts to give you the courage to use in these features in day to day work. Filters The “Filter” feature in Google Analytics is used to limit or modify collected pixel data before it is processed and accessible within the view reporting interface or through the API. It is the first line of defense against dirty data
The “Advanced Segments” feature in Google Analytics is a powerful and important tool for marketers of all levels. The ability to look at subsets of your data in an easy and extremely customizable way gives you the ability to analyze trends and audiences in the matter of minutes. The information gained from segmentation allows you to make smarter business and product decisions, but at the same time this information can easily be misinterpreted, resulting in misguided decisions. The most common case that I have found of marketers making bad decisions based on segmented data is with the misunderstanding of scope
Connor Phillips is a Senior Marketing Analyst located in New York City. He enjoys digging into data and making data-driven marketing decisions. In his spare time he bartends, works on coding and loves to run.