This video explains what segments are in Google Analytics (GA4), how to create and compare them, and covers the differences between user, session, and event segments. It also demonstrates sequences, audience creation, and practical use cases from the demo property.
A short editorial from the VEONIB team on why this content matters.
Segments are the key to unlocking granular insights in GA4, and this video delivers a clear, practical walkthrough of all three segment types, sequences, and audience creation.
What sets this tutorial apart is its detailed explanation of scope differences (user vs. session vs. event) and the limitation of sequences to user segments—critical knowledge for accurate analysis.
Any digital marketer or analyst using GA4 should watch this, then immediately test segments on their own data to improve campaign targeting and conversion optimization.
A subset of your data filtered by rules to isolate specific users, sessions, or events.
Includes all sessions and events of a user if at least one event matches the condition.
Includes all events of a session if at least one event in that session matches the condition.
Includes only the specific events that match the condition, excluding other events.
A condition requiring events to occur in a specific order, available only for user segments.
A segment saved as an audience for use in Google Ads, with a membership duration.
The latest version of Google Analytics, focused on event-based data and cross-platform tracking.
The GA4 report area where segments are applied, including free-form, funnel, and path explorations.
What is a segment in Google Analytics?
A segment is a subset of your data based on conditions you define, allowing you to analyze specific user groups, sessions, or events.
Where can I use segments in Google Analytics?
Segments are available only in the Exploration section of GA4, including free-form, funnel, and path explorations.
What are the three types of segments?
User segment, session segment, and event segment.
How does a user segment differ from a session segment?
A user segment includes all sessions and events of any user who meets the condition at least once. A session segment includes only those sessions (and all their events) where the condition is met within that session.
What does an event segment include?
It includes only the events that exactly match the condition, excluding all other events from the same user or session.
Can I compare multiple segments in a report?
Yes, you can add up to four segments in a free-form exploration and compare them side by side with different colors.
How do I create a sequence in a segment?
In a user segment, add a sequence condition with steps in order, and optionally set a time constraint between steps. Use 'indirectly followed by' (default) to allow other events in between.
Can I create audiences from segments?
Yes, after building a segment, click the three dots and select 'Create audience'. Set membership duration and save; the audience will appear in Google Ads if linked.
What is an example of a useful segment?
A session segment for highly engaged users who have five or more page views per session, created by filtering event count greater than 4 on the page_view event.
How can I practice segments without my own data?
Use the official Google Analytics demo property. A link is provided in the video description to access it.