SOP 170: How to Create A User Segment Report In Google Analytics 4

Goal: 
Create a user segment report in Google Analytics 4.

Ideal Outcome: 
Create a product sales report segmented by different user demographics (e.g. US and Non-US customers).

Prerequisites or requirements: 

You need to have an active Google Analytics 4 account. Ideally your GA4 account has been collecting data for a few months.

Why this is important: 
GA4 provides a lot of insightful reports about your audience. Use the user segment report to understand what type of users generate the most revenue for your business.

Where this is done: 
Google Analytics 4.

When is this done: 
After you’ve set up Google Analytics 4 on your site.

Who does this: 
Marketing Manager, marketing consultant, or any person responsible for web analytics for your site.

Create a product sales report segmented by US and Non-US customers.

Note: In this SOP, we will create the user segment (US vs Non-US customers) report with the data in the Google’s Merchandise Store demo account.

If you want to access this data, head over to Google’s demo account page and select “Google Analytics 4 property: Google Merchandise Store (web data)”.

If you’d prefer to create a different user segment for the report, there are more user segment options listed in “Creating reports for different user segments”.

1. Login to your Google Analytics account.
2. Click “Explore” to head to the exploration report dashboard.
   Note: The Exploration reports in Google Analytics 4 allow you to explore in detail and gain deeper insights about your users and their journey. You create segments, sort and drill into the data,and share your explorations with other users of the same Google Analytics property.
   

3. Start a new exploration by clicking the “Blank” report.

4. Rename the report “US and Non-US Users”.

5. Create a new segment by clicking the “+” next to SEGMENTS.

6. Create a custom User segment.

7. Then select a new condition (to filter the user segment).

8. Here are other user segments you can create in Google Analytics 4:

If you want to create a user segment based on demographic, select Demographic and the corresponding filter.

If you want to create a user segment based on geography, select Geography and the corresponding filter.

If you want to create a user segment based on platforms and devices, select Platform/Device and the corresponding filter.

9. In this example, we will create user segments based on geography, specifically users located in the US vs outside of the US.
10. For the first segment (users in the US), rename the segment to “US Users”.

11. Search for the condition Country ID, set the filter to exactly matches (=), and set the value to US. Then click “Apply”.

12. You can then see the number of users in this segment (US Users). Click “SAVE AND APPLY”.

13. Create another segment for users located outside of the US.

14. Select user segment

15. Rename the segment to “Non-US Users”.

16. Search for the condition Country ID, set the filter to does not exactly match (!=), and set the value to US. Then click “Apply”.

17. You can then see the number of users in this segment (Non-US Users). Click “SAVE AND APPLY”.

18. You should now see the user segments applied to the report.

19. Next, add a new dimension by clicking the “+” besides DIMENSIONS.

Note: The dimensions you pick will determine how your data will be broken down in your report.. In this SOP, we will create a report breaking down all the individual products being sold in the store so we will select “Item Name”.

20. Select the E-commerce drop down menu and select “Item Name”.

21. Then click “Import” from the top right corner.

22. You should now see the product item name added to the report.

23. Next, add the metrics you want to see by clicking the “+” besides METRICS.

24. Select the E-commerce drop down menu and select “Purchases” and “Purchase Revenue”.

Note: You can select any metric you want to see for the report. For the purpose of this SOP we’ll just view the number of purchases and the revenue generated for each item.

25. Click “Import” from the top right corner.

26. You should now see the metrics added to the report.

27. Next, drag the “Item Name” to the Rows section.

28. Then drag the “Purchases” and “Purchase Revenue” to the Value section.

29. That’s it! Now you can see the product sales and revenue generated for each product segmented by US and Non-US customers. Feel free to experiment with the different types of user segments (e.g. demographic, devices, Interests, etc) and adjust the type of metrics you want to see for the report.