Google Analytics 4
intermediate
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GA4 Segments: How to Create and Use User Segments

Segments in GA4 let you isolate and compare subsets of your data in Explorations. Three types: User segments (all sessions from users who match criteria), Session segments (sessions that match criteria), and Event segments (events that match criteria). Create segments in Explorations by clicking the

Reports & Analysisga4 segments guide

Quick Summary

Segments in GA4 let you isolate and compare subsets of your data in Explorations. Three types: User segments (all sessions from users who match criteria), Session segments (sessions that match criteria), and Event segments (events that match criteria). Create segments in Explorations by clicking the '+' next to Segments. Use them to compare converters vs non-converters, new vs returning users, or users from different channels.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Types of Segments

User segment: Includes all data from users who match your conditions at any point. Example: users who made a purchase (includes all their sessions, not just the purchase session).

Session segment: Only includes sessions where the conditions are met. Example: sessions from organic search.

Event segment: Only includes specific events that match conditions. Example: page_view events for a specific page.

2

Creating Segments

In Explorations, click '+' next to Segments in the Variables panel. Choose segment type. Add conditions using events, dimensions, or metrics. Use AND/OR logic to combine conditions. Add scope conditions (within the same event, within the same session, across all sessions).
3

Useful Segment Comparisons

Converters vs non-converters. Mobile vs desktop users. New vs returning visitors. Users from paid vs organic traffic. High-value vs low-value customers.

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