In Google Analytics, what is a 'segment' used for?

A segment in Google Analytics is a powerful tool that allows you to analyze a subset of your data, concentrating on specific users or behaviors. By creating segments, you can isolate and examine particular groups of users, such as those who completed a specific goal, engaged with certain content, or visited your site from particular channels. This capability enables more in-depth analysis of user behavior and helps identify trends, patterns, or anomalies within that specified audience.

For example, if you wanted to understand how users who accessed your site via organic search differ from those who came through paid advertising, you could create segments for each group. This would allow you to compare their behavior, conversion rates, actions taken on the site, and more, leading to more informed marketing decisions.

Segments can be created based on various criteria, including demographics, traffic sources, behavior on the site, and technology used, among others. This flexibility makes segments an essential feature for segmenting your audience and tailoring your analysis to meet specific business questions or goals.