Advanced Segments for Remarketing Lists

[amichaels]

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

[amichaels]

Thanks for the feedback Erika!

[erikabarbosa]

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!