How to make advanced filters in Google Analytics – WAU

The advanced filters in Google Analytics allow you to further customize the data generated by the tool. Thus, instead of viewing information regarding the total number of visits to your website, it is possible to define terms to analyze more specific statistics about visitors.

For those who work with Digital Marketing, segmentation is a term widely used and applicable in several situations.

After all, at a time marked by digital transformation and consumer empowerment, it is essential use the resources and tools available to make your actions and communication strategies even more efficient.

One of these techniques is to use advanced filters in Google Analytics to access more targeted data about, for example, who has been visiting your pages.

In the end, the idea is one: to offer an even more satisfying experience to the user, enhancing the reach and effectiveness of online campaigns and actions.

How about, then, knowing how to do advanced segmentation within the Google tool? Continue reading this article to understand how you can apply this technique and, of course, what the benefits are for your business by making this analysis even more filtered.

Let’s address:

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What is the importance of segmentation in Digital Marketing?

In traditional advertising, segmentation was already a concept that was present.

After all, it was possible to advertise only in a certain magazine that was consumed by its target audience or to buy spaces at the most interesting times on the programming of a television channel. Within Digital Marketing, however, it has become vital.

At a time marked by fierce competition between competitors and extremely demanding consumers, companies need to adopt strategies that are really efficient.

The waste of resources with poorly targeted campaigns, for example, can mean the loss of leads or even customers to the competition.

Within this scenario, therefore, segmentation can be an excellent ally for those who want to make their campaigns and marketing actions more efficient, personalized and accurate when impacting the consumer.

From the analysis of metrics and indicators that are generated daily, you can get to know each user better.

Distinguishing the behavior of who you want to become your customer – or even looking for loyalty – the chances of making a positive impact with a paid ad or blog post are much greater.

After all, you can target the content of these actions to exactly what that consumer has in demand.

Therefore, segmentation is essential for your marketing plan to become even more efficient and accurate. Combining this strategy with the tools available on the market – such as Google Analytics itself -, you will have even greater knowledge about the behavior and profile of who can become a customer of your company.

What are advanced filters in Google Analytics?

How about, then, understanding more about the advanced filters in Google Analytics? In practice, it is a way to further customize the data generated by the tool.

Instead of viewing information regarding the total number of visits to your site, you can define certain terms to view more specific statistics about visitors.

In general, this advanced segmentation is done, for example, through demographic or geographic data, as well as access devices. But it is possible to do much more than that with this tool, leveraging the use of the collected data.

The smallest details can be put into analysis to better filter this information.

google analyitcs targeting

In summary, the advanced filters in Google Analytics allow you to collect even more personalized data about user behavior.

While most companies already use this tool, it is important to know how to get the most out of what it has to offer, with advanced segmentation being one of those resources.

After all, Google Analytics is used a lot to better understand the performance of a page or a website, right? Filters allow you to collect more insights about what works, what needs to improve and, of course, what are the trends among consumers. All of this with a single objective: to offer a better user experience.

Want to see an example? Instead of checking your website’s bounce rate by counting all users who have visited it, you can discover this same metric in relation to accesses via mobile.

If that number is even higher, what does it mean? That your site may not be mobile friendly and that is a problem to be corrected.

example google analyitcs

Advanced filters will further slice the information collected by Google Analytics. It is possible, for example, to identify and analyze the behavior of only users who made a purchase or those who entered, selected products and did not complete the transaction. Anyway, you can further detail these very important metrics.

These resources therefore serve to help marketers to make their campaigns even more accurate and in line with the demands and expectations of users.

In the end, the objective is to make the visitor’s experience as pleasant as possible and, thus, to increase, for example, the chances of conversion.

What are the advantages of using these resources?

Adopting advanced segmentation can boost your marketing actions and campaigns, right? But you already know this and, therefore, we have separated the main benefits of using this feature within Google Analytics. Check out!

Greater accuracy in your campaigns

The main advantage of advanced segmentation is to generate inputs so that your communication and marketing strategies become even more efficient.

This involves, for example, the creation of a website geared to the user’s wishes and demands, as well as a better understanding of the potential customer’s behavior, aiming at producing ads that really generate some impact.

Better use of resources

Imagine the following scenario: you are investing in sponsored link campaigns and you are managing to attract a good number of visitors, however, the time spent on pages is low and the bounce rate is high. In practice, this wastes resources, but with this information, you can correct the situation and make better use of the budget.

Insights on consumer behavior

The advanced filters in Google Analytics end up contributing to the analysis of consumer behavior. Is not the use of the persona common to better decipher what the user is looking for? This segmentation will further unravel the profile of who you want to become a customer of your company.

Identification of improvement points

With a greater understanding of what the consumer is looking for and this close monitoring of the performance of your pages, you can easily identify points for improvement.

After all, the idea is always to improve, right? These filters can show you what you need to improve to, for example, convert more mobile users.

Better user experience

In the end, it all comes down to the level of user satisfaction and that is exactly what the advanced filters in Google Analytics will provide.

In practice, the goal is to be able to gather as much relevant data about the performance of your pages and user behavior as possible in order to provide an increasingly better and satisfying experience.

What can advanced filters help you discover?

Despite the help that the basic information from Google Analytics already provides, it is possible to enhance these results with the advanced filters.

Some, however, stand out and are important to be verified by any professional who works with Digital Marketing. For that reason, we have separated some targeting tips that you can use.

More efficient content

Content Marketing is a strategy widely used to generate traffic and create engagement with your target audience, right?

Advanced targeting in Google Analytics allows you to identify which are the most efficient content, that is, that attract those dedicated consumers to complete a purchase, for example.

This makes it easier to identify which landing page format converts the most, or even which blog posts serve as the most incentive for conversion.

Everything can be refined through these filters, allowing you to identify exactly what you are looking for to carry out a more complete analysis of the performance of your actions.

Traffic source

This point is very important to understand what are your sources that are driving users to your pages.

With the customizations, it is possible to understand, for example, which are the social networks that generate more engagement and clicks of the users, or, find out if the email marketing campaign works well or not in the mobile version.

social media targeting


Understanding what’s not working on your pages is an important process for improve what is being offered to the user. Advanced filters can be used to identify exactly, for example, what is the source of a high bounce rate. After all, the global number is often high, however, there is no need to change everything.

The filters show the exact source of that number. If what elevates you are the accesses via mobile, it means that it is time to rethink whether your page design is responsive or not.

It is also possible to identify, for example, if the rejection comes from users coming from Facebook, which shows that that content is not serving that audience.

How do I create advanced segmentation in Google Analytics?

As one of Google’s goals is to make life easier for those who are using its products, there are several segmentations already predefined by the tool.

However, most of them are generic and may not be as useful for improving your campaigns. In addition, if Google offers, why not better explore these features?

Therefore, we separate a simple step-by-step how to create advanced filters in Google Analytics and enhance the efficiency of your marketing actions. Check out!

1st step: when accessing your account in Google Analytics, select “Audience” in the tab in the left corner of the screen and click “Overview”. At that time, you will see statistics for all users who accessed your page.

advanced filters in analytics

2nd step: now it’s time to get your hands dirty. Select “add segment” next to “all users” and get ready to explore these features.

3rd step: selecting this option, a new tab will open with some segments already predefined by Google and that may already be useful for your business. If it is not enough, just click on “new segment” to start customization.

assembly of advanced filters in google analyitcs

4th step: how about we follow the example of accesses and the experience that the user is having on the mobile version of your website? Therefore, we will create an advanced filter that will indicate the time spent on the page for all those users who accessed it via mobile.

Click on “Technology” and type “mobile” in the device category item. Note that it is possible to perform numerous configurations in this filter, working with the operating system, for example, or even with the browser used.

Customization allows you to find the ideal filter for your purpose with that analysis.

assembly of advanced filters in google analyitcs

5th step. Then, it’s time to set the conditions. That is, what are the specifics of the mobile user that you want to unravel? Following our example, just search for “time on the page” and fill in the box beside the minimum time you want to find out.

Do you want to know what percentage of mobile users stayed on your page for more than a minute? Use the equal, greater or lesser signs to modify the variables and get the exact information you are looking for.

assembly of advanced filters in google analyitcs

The advanced filters in Google Analytics are simple to apply and extremely useful for anyone who wants to even more accurate and detailed information about the profile and behavior of users.

So, avoid wasting too much time and apply advanced segmentation to get the most out of your Digital Marketing strategies.

These data, however, will only be useful if they are closely monitored, right? Only from the analysis is it possible to identify ways to optimize your actions. How about, then, check out a special material we produced to help you with this task? Download our Metrics Dashboard and simplify the monitoring of key data!

metrics dashboard spreadsheet