What is a segment in Google Analytics?
A segment is a subset of your data, like only mobile visitors or only sessions from Google, used to compare groups in an analysis.
A segment filters your data down to a group of users, sessions or events so you can study them separately. Examples include visitors who came from paid ads, sessions that included a key event, or users in one state. In GA4, segments are built inside explorations. Universal Analytics called these advanced or custom segments. GA4 standard reports offer a similar feature called comparisons.
Why it matters for your business: Segments reveal patterns hidden in totals, such as mobile visitors converting less than desktop visitors, so you know where to focus.
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