Google Analytics Segmentation

Google Analytics Segmentation

Web analytics platforms are true user behavior intelligence collectors, and one of the best sources of information necessary to identify and create personas that can be used with BTBuckets. Once you have observed patterns in Google Analytics, you can use the information that characterize specific behaviors to create user clusters based on behavioral targeting and demographic segmentation.

Browser Plugin Integration

We believe that certain dimensions within GA are great segmentation drivers. What if you could simply press one or two buttons from within your tool to take action? That's what BTBuckets want's to do. We created a seamless integration between Google Analytics and BTBuckets, which we believe is the best way to segment your users based on GA data from within the GA interface.


Current reports supported for the BTBuckets integration with the browser plugin are:

• Intelligence
  • Keyword
• Traffic Sources
  • Referring Sites
  • Keywords
  • Campaigns
• Content
  • Top Content
  • Content by Title
  • Top Landing Pages
  • Intelligence

BTBuckets information in Google Analytics

To bring user cluster information from BTBuckets into Google Analytics, update your GA tag to carry segment information in to your GA account. To apply this, make sure your BTBuckets tag is placed before the GA tag and apply the following changes shown in red:

Asynchronous syntax

<script type="text/javascript">
  var btbucketsGA = $BTB.getAllUserBuckets().join("-");
  var _gaq = _gaq || [];
  _gaq.push(['_setAccount', 'UA-xxxxxxx-x']);
  _gaq.push(['_setCustomVar',1,'BTBuckets',btbucketsGA,1]),
  _gaq.push(['_trackPageview']);
  (function() {
    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
  })();
</script>

Traditional (ga.js) syntax

<script type="text/javascript">
var btbucketsGA = $BTB.getAllUserBuckets().join("-");
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src=’" + gaJsHost + "google-analytics.com/ga.js’ type=’text/javascript’%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
  var pageTracker = _gat._getTracker("UA-xxxxxxx-x");
  pageTracker._setCustomVar(1,"BTBuckets",btbucketsGA,1);
  pageTracker._trackPageview();
} catch(err) {}
</script>

A great way to visualize BTBuckets information in GA is to create a custom report with this information. Click here to see GA custom reports instructions. To create your BTBuckets report, drag and drop the Visitor > Custom Variable (Value 1) dimension and select your metrics.

---

Creative Uses

We use Google Analytics constantly with BTBuckets and have blogged about some creative uses and benefits. Here are some articles that describe the integration of these tools:

• Marketing Attribution with Google Analytics
• Target Google Analytics Advanced Segmentation
• Bringing Facebook Connect demographic data to Google Analytics

Search for all blog posts tagged with Google Analytics

---