Custom segments

The limits of averages

Averages hide differences between visitor groups. An average conversion rate can mean that one group converts very well and another hardly at all.

Types of segments

• By source: search engine, campaign, newsletter, referral

• By behaviour: topics visited, number of visits, features used

• By attributes: device, region, new or existing customer

• By likelihood: users likely to buy or to churn

Set-up in GA4

In GA4 we build segments in explorations and define audiences for ad campaigns. With enough data, predictive audiences such as likely purchasers become available.

For deeper analysis, we combine raw BigQuery data with CRM or shop data, for example to segment by revenue, contract type or customer value.

From segment to action

Each segment gets a question and a possible action: adapted content, dedicated campaigns or shifted budgets. We then measure the effect in the same segment.

Data protection

Segments rely on consented analytics data and stay large enough that no individual can be identified. Audiences shared with ad platforms require appropriate consent, which we check before each release.