Advanced Segments for Remarketing Lists
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Hello Moz community!
I have a question around advanced segmentation for a client and was hoping someone would like to take a crack at it. Basically, I’m trying to establish segments which map to areas of the sales funnel, which I can then utilize as remarketing lists.
So the scenario is this, for the time being we have 4 stages, let’s call them Aware, Interested, Engaged and Intent. For each of these stages a user will need to meet specific criteria. So for instance, Aware segment looks like the following
Aware:
- Visited 1x
- (site.com/home)
- Had 2 unique page views/session
That’s pretty easy to do in segments. Where it gets a little more confusing is when we try to take it to the “Interested” category. Which would have the criteria of
Interested
- All of aware
- Repeat visitor (2x in last 30 days)
- Visited specific deeper pages
- (site.com/home/page1)
- (site.com/home/page2)
- Had specific events fire
- Clicked on download data sheet
In GA, does this segment architecture make sense?
|
Filter users Include
Page Contains site.com/home
AND
Unique Pageviews per session ≥ 2
Filter Users Include
Page Contains site.com/home/page1
OR
Page Contains site.com/home/page2
AND
Count of Sessions session ≥ 2
Filter Users Include
Event Label Matches download datasheet
|
I would love any feedback on this! Thanks in advance
- Visited 1x
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Thanks for the feedback Erika!
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Hi Drew,
I’ve found this to be a useful method for enriching your Remarketing lists past the standard setup. Here are a few comments on what you proposed:
Aware There isn’t one right answer but I would suggest tailoring this segment a bit more unless you feel this is enough to be considered “Aware”. I recommend adding criteria such as “time on page” (exclude or include) to enrich it further.
Interested
I recommend not just inheriting the criteria of “Aware” but taking it a step further. For example, if the “time on page” for “Aware” is 30 seconds, I would make this stage 60 seconds.Also, it sounds like making specific events trigger would be better suited for the “Engaged” stage.
Just a side note, but be sure not to use a filter along the lines of “include” with page “does not contain” as that is not the ideal setup.
Hope this helps!
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