Advanced Analysis in Google Analytics
One of the benefits of using Google Analytics 360 is getting access to a new set of reports: Advanced Analysis. The reports allow you to explore, visualize, and act on data from Google Analytics 360 in new ways. The reports are based on three different visualizations:
The reports in Advanced Analysis, unlike Data Studio, show data only from Google Analytics. In return, the reports are highly interactive. In this blog post, we look at the “Segment Overlap” visualization, which is a Venn diagram that shows the overlap between different segments of users.
In the example, we have used data from the Google Merchandise Store and chosen to identify the extent to which visitors interact with different groups of products on the site. The product groups are Apparel, Bags, and Drinkware.
The reports are built by the toolbox on the left side of the page, where Segments, Dimensions, and Metrics are selected (imported) from Google Analytics. Keep in mind that segments imported from Google Analytics must be created as “User scope” (that is, a selection of users—not sessions) to allow the chart to show overlap.
The image above shows how three segments have been selected. The table below the Venn diagram shows the number of users in each segment. By adding the Revenue metric, we can see which revenue that is created by different user overlaps:
By adding one or more dimensions such as “Breakdown,” you can segment users even further. In this case, we segment the “Device Category” dimension shown on the Y axis and the combination/overlap of the segments on the X axis:
Use the data to improve customer experience
Now to the best part. For each segment, you can right-click and start interacting on that particular group of users. In the picture below, there are users who have seen both Apparel and Drinkware products on their phone. You can now choose to create a new segment of this particular user segment, build a target audience, or review the behavior of these users in detail through User Explorer. This allows you to control keyword ads in Google Ads, programmatic media through Display & Video 360, and control A/B tests and content through Optimize 360 based on the discoveries you make in your data!