How to Build Segments in Adobe Analytics. Tutorial for Beginners (2018)


Hi, this is Andrey Osadchuk. I welcome
you to the next video episode dedicated to analytics segmentation. Today we’ll
get to know how to build segments in Analysis Workspace of Adobe Analytics. If you have just started with Adobe Analytics I advise you to watch my
previous trainings on this YouTube channel. Now let’s get started with
segmentation. I will start with a project in Analysis Workspace and my goal is to
look at the site traffic for the last 30 days I will add a free-form table, then add a metric — unique visitors and build a trendline visualisation to get an idea
of a trend. There you go. So now the question is what if I want to look not
at the total traffic on my site but I want to look only on those visitors who
came from mobile devices. In this particular use case we will need to use
a segment. There are a few ways how you can build a segment in Analysis
Workspace. The very first method that I’m going to show you is you should go
to the new menu and click create segment a segment builder will pop up and if you
words about this user interface on the left hand side you can see dimension
matrix segments and time components that you can use in your segments then the
main area of this segment builder includes title description and here you
need to enter how your segment will be named then description is one of the
most important parts here here include the description of the segment its
purpose some use cases when it makes sense to use that segment
and let’s do that so my segment will be mobile and I will add description this
includes visits from mobile devices and now we need to work with definition area
the very first drop-down menu that you can see here is show hit visit or
visitor I won’t cover this in great detail in this video episode but if you
want to learn more sign up for free online training following the link in
the description to this video we will keep the heat option here and now we
need to build definition for getting only those visits that were on mobile
devices I will be using the dimension that is called mobile device this is out
of the box dimension and will add it to the definition area and now if I want to
include those who own mobile devices I will need to replace equals with exists
and this will give me all the traffic to my site from mobile devices you can
already recognize a preview showing us how many visitors visits and pageviews
in percent and actually in absolute numbers as well were on our site for the
last 90 days so I will click Save and the segment
will be added to you segments so let’s find this segment and
I will add this segment to the panel so now we can see only those visitors
who came from mobile devices what if you want to look at your total traffic
versus traffic from mobile devices this is very easy to do so for example what
you can do in this case is drag and drop the segment to your table and put it
under the metric this will give us unique visitors for mobile and now I’m
going to remove the segment from the panel and if I want to compare unique
visitors on mobile devices versus total traffic I will need to add unique
visitors metric to my table as a separate column and now we can see two
lines and we can compare the traffic the next question you may ask how we can
better visualize the percentage of mobile visitors in this case as usual we
will add another visualization for example let’s add the horizontal bar
visualization to our project we will slightly resize it and now I’m going to
link this visualization to the first header row of the table I will select
this row and then we’ll click on this icon and check the lock selection
checkbox now if I uncheck the line I will still see the visualization showing
me the numbers for the header line so now we can actually very easily compare
the traffic that came from mobile devices versus a total traffic but in
some cases it’s much better to compare mobile devices the
other devices so let’s call it desktop so we can split all the traffic into two
buckets mobile and desktop or to be more accurate let’s call it non model so how
we can do that if you want to create a new segment you can either create it as
I showed previously by going to new create segments or you can create a
segment right away in your panel and in this case this segment will not be added
by default to your saved segments in analysis workspace or in Adobe no ethics
instead it will be saved just in this project it will not be accessible out of
this project by default and this is in some cases a much better way since you
won’t flood your segments with a lot of let’s say draft segments or segments
that you need only within a single project so let’s do that
I will click on the plus icon here and again the segment builder pops up and I
will need to now create a segment that includes mobile traffic how I can do
that first again let’s start with the title this will be non mobile then in
description this excludes visits from mobile devices and I’m going to again
use the same dimension which is mobile device but now I’m going to use another
definition in my case this will be doesn’t exist by doing this I can
exclude mobile traffic and as you see here the checkbox make the segment
public if you check this box this will be stored in your abilities second
and you will be able to find this segment in any project but if you will
keep it unchecked this segment will be available only within this analysis work
space project so let’s proceed and save it and this is this segment and I’m
going to move it under unique visitors metric here and then we’ll remove it
from the panel now we can see how many visitors came from non mobile devices
and from Obul devices in the table you can see the absolute numbers and
percentages but the percentages represent the share within the column
and if you want to see the share of mobile devices versus non mobile devices
we will need to update the dimension setting by clicking on the gear icon and
switching this column percentages option to the second calculate percentages by
rope and now we have a much better understanding that the traffic on nor
mobile devices was trampled 45 percent on April 21st and the same for other
days now let’s narrow our dataset further I
want to look at this comparison non mobile versus mobile devices for
specific country and I’m going to show you the second option for building a
segment very quickly first I need to understand which dimensional criteria
I’m going to use to deal this segment for specific country I will be using the
diamond which is called countries and this
dimension contains the country names that are determined based on the IP
address of your site visitors and I’m going to look at those who came from
Germany I type in some keywords and quickly find Germany and I’m going to
just drag and drop this to the segment area under the panel as you can see very
quickly this segment was created automatically and now I can see how many
visitors came to my site from Germany with a breakdown by non mobile and
mobile devices what if now I want to compare one country to another for
example I want to compare Germany with Switzerland
first I will drag and drop this segment to my dimension area and then we’ll
remove the segment from the panel look for Switzerland and we’ll do the same I
will move it to my segment area under the panel name and then move it to the
dimension of the table and then we remove it from this again top area so
now very quickly I’ve got a table that contains two countries for each country
I can see traffic and I can compare mobile versus non mobile and this is
also very helpful when you need to build something very quickly and as you
understood I didn’t need to save the segments I just created them on the fly
with the help of automation of analysis workspace case
ability this is probably one of the greatest feature of how you can quickly
slice and dice your data pay attention that the first visualization line
visualization has changed and now it’s on the show in Germany with a breakdown
by non mobile and mobile traffic and showing us a trend line what you can do
here is if you select the segment parental for Switzerland
now this visualization will be showing you trend lights for Switzerland but
what if you want to compare Germany with Switzerland and also compare an on
mobile versus mobile and everything is on a single visualization single chart
what you can do here is to deselect the rows and then update the type of the
visualization I will select horizontal bar and very quickly now we see Germany
and Switzerland and can compare non mobile versus mobile traffic at the same
time if for example you have many segments for example 10 countries and
you want to filter your chart on the fly just click on the segment here and now
we can see only mobile traffic or vice versa now we can see only non mobile
traffic so very quickly you can update your visualization I hope that now you
can better understand how to build segments obviously this was just an
introductory training to you segmentation in Adobe Analytics and I
wanted you to get familiar with segment builder with different ways of how you
can’t build segments and we were able to create I think very commonly used
segments like non mobile traffic and mobile traffic and I also showed
you how you can segment your data based on the country the visitors originated
from if you want to learn more about segmentation sign up for an online
training following the link in the description or ask your questions in the
comments also if you already use a Davina lytx I would like to know which
segments you use on a frequently basis which ones are your favorite segments
share that in comment I will be happy to get your feedback
to have your questions to have a dialogue about segmentation in analysis
workspace this is it for today thank you very much for watching this video and
see you next time bye


  1. Hi Andrey, You shared really awesome stuff.

    Here I have a query, hope you will help me for the same.

    I am getting an issue in counter incremented through DTM. The scenario is – user visit on site. A counter is incremented every time on the page the user visits is not a thread page type. the counter stop when the user visits a thread page type (increment the counter for that page)for the first time.

    e.g. page1, page, 2 page3, and thread page…..Counter should be =4
    if user comes through Google to thread page Counter should be =1

    Please let me know the detailed information.

    Thanks in Advance

  2. great video,. Helped a lot.. Just 1 question – Can we use date range while creating segments? or is it by default last 90 days?


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