GA4のセグメント(セグメント ビルダー) | オンラインセミナー アーカイブ動画+テキスト起こし(2022年4月7日開催)

セミナーアーカイブ

当日のセミナー動画

当日のセミナー中にチャットで頂いたご質問:「ユーザー セグメント」を選んだ場合、過去はどこまで遡りますか?

ユーザー セグメントを選択した場合、過去いつまで遡りますか?(開始後、8分50秒頃いた)ご質問

【ご回答追記(2022年4月11日)】どこまで遡るかは、ユーザー セグメント作成時に「いずれかの時点で」にチェックを入れるかどうかで変わります。詳しくは、こちらの記事をご参照ください。

「セグメント」とは?

たとえば、すべてのユーザーのうち、

特定の国や都市のユーザーだけ
特定の商品ラインを購入したユーザー
サイトの特定のページにアクセスしたユーザー
アプリで特定のイベントをトリガーしたユーザー

などを別のセグメントに指定したりすることができます。

新規作成または変更によって定義したセグメントは、そのデータ探索の中でのみ使用できる

新規作成または変更によって定義したセグメントは、そのデータ探索の中でのみ使用できます。(公式ヘルプ:https://support.google.com/analytics/answer/9304353?hl=ja#zippy=%2C%E3%81%93%E3%81%AE%E8%A8%98%E4%BA%8B%E3%81%AE%E5%86%85%E5%AE%B9)(2022年4月25日更新)

作成できるセグメントのタイプ

「セグメント」はどこで作るか?

セグメントは「探索」レポート内で作成できます。「探索」ページを開いて、「空白」のテンプレートをクリックします。

「ディメンション」「指標」を選ぶ前に「セグメント」の作成から始めることができます。
「セグメント」の「+」をクリックします。

「セグメント」の「+」をクリックすると、下記画面が表示されます。 まずは、赤線で囲んだ、「カスタムセグメントを作成」について解説します。

「カスタム セグメントを作成」には、セグメントのタイプが3種類用意されています。
「ユーザーセグメント」「セッションセグメント」「イベントセグメント」です。

まず例として、下記のような動きをした、1人のユーザーを想定します。
「page_view」イベントが6回発生しています。

「カスタム セグメントを作成」(1) 「ユーザー セグメント」

たとえば、「ページC」が「価格表」だったとします。「価格表」を見たユーザーが、他にどんなコンテンツを見ていたか知りたい場合は、「ユーザー セグメント」を使います。

「カスタム セグメントを作成」(2) 「セッション セグメント」

たとえば、「ページC」が「価格表」だったとします。「価格表」を見た同一セッション中に、他にどんなコンテンツを見ていたか知りたい場合は、「セッション セグメント」を使います。

「カスタム セグメントを作成」(3) 「イベント セグメント」

実際にセグメントを掛けてみる(1) コンバージョンしたセッション

「探索」は別の回で解説しますが、今回は、セグメントを掛ける対象のレポートを一つ作ってから、セグメントを掛けます。

GA4の「探索」機能には、さまざまな種類のレポートテンプレートが用意されています。

まずは「空白」をクリックします。

「空白」を押した後の画面です。

「ディメンション +」をクリック。

今回は「日付」を選択します。

「指標 +」をクリック。

今回は「セッション」を選択します。(2022年4月9日 18:29修正)

「日付」を「行」に、
「セッション」を「値」に
ドロップします。

「表示する行」はとりあえず50行に。
「日付」はグラフの「日付」を2度クリックすると、
降順になります。

このセミナーサイトの、日別のセッション数のグラフが出来ました。

これにセグメントを掛けてみます。

「セグメント+」をクリックします。

このセミナーサイトでは、セミナー申込完了イベントをコンバージョン(CV)に設定しています。「セミナー申込完了のCVをしたセッション」というセグメントを掛けてみます。

設定 > コンバージョン で、下記の赤線で囲んだイベント(CVに設定したイベント)を発生させたセッションというセグメントを作ります。

「コンバージョン」については、当セミナーの

セミナーアーカイブ

もご活用ください。

今回は、「セッション セグメント」を選択。

「新しい条件を追加」をクリック。

CVに設定してあるイベントを選択します。

CVに設定してあるイベントが複数ある場合はORで繋げて選択。

「保存」をクリック。

CVに設定したイベントがあるセッションのセグメントを掛けました。

実際にセグメントを掛けてみる(2) smart phoneのセッション

今回は、セグメントの名前を「mobile」としました。「新しい条件を追加」をクリック。

「デバイス」で検索して、「デバイス カテゴリ」を選択してください。

「フィルタを追加」をクリック。「完全一致」「mobile」を選択します。選択したら、「適用」を

クリック。

ここまでで、「デバイス カテゴリ = mobile」(すなわち、Smart Phone)のセグメントができました。「保存して適用」をクリックします。

これで、グラフに「mobile」のセグメントが掛かりました。

セグメントを外すには、「×」をクリックします。

実際にセグメントを掛けてみる(3) smart phone or tabletのセッション

「デバイス カテゴリ = mobile」(すなわち、Smart Phone)を作ったこの画面までは同じで、「or」をクリックします。 「デバイス カテゴリ = tablet」も追加します。

これで、「デバイス カテゴリ = mobile or tablet」(すなわち、Smart Phone or Tablet)のセグメントができました。「保存」をクリックします。

保存したセグメントは、「セグメントの比較」にドロップすることで、適用できます。

先程作った「mobile」と「mobile or tablet」を並べて比較することもできます。 「mobile」よりも「mobile or tablet」の方が、僅かにセッション数が多くなっています。

実際にセグメントを掛けてみる(4) 新規訪問セッション VS 再訪問セッション

「セッション セグメント」を選ぶところからスタートします。

イベントの選択肢から「first_visit」を選択。

「保存して適用」をクリック。

これで、「新規訪問」のセグメントは出来ました。

続いて、「再訪問」のセグメントを作ります。「+除外するグループを追加」をクリック。

「次の条件に当てはまるセッションを一時的に除外する:」で、

イベントの選択肢から「first_visit」を選択。

「保存して活用」をクリック。

「新規訪問」「再訪問」のセグメントが掛かりました。

実際にセグメントを掛けてみる(5)  特定のイベント file_download が発生したセッション

特定のイベント file_download が発生したセッション。当サイトでは、テキストのダウンロードをイベント file_download で計測しています。

「セッション セグメント」を選ぶところからスタートします。

イベントの選択肢から「file_download」を選択。

「保存して適用」をクリック。

file_download が発生したセッションのデータになりました。

実際にセグメントを掛けてみる(6) 特定のページを閲覧したセッション

「セッション セグメント」を選ぶところからスタートします。

特定のページの指定には、下記のいずれかを使用します。

今回は、「ページの場所」を使って、

https://ga4-quick.and-aaa.com/archives/726

(当セミナーのコミュニティを案内するページ)の閲覧でセグメントを掛けます。

「ページの場所」を検索して選択。

「先頭が一致」で、対象となるURLを入力。

「先頭が一致」を選んだのは、後ろにパラメータが付いていた場合もマッチさせたいからです。

「保存して適用」をクリック。

https://ga4-quick.and-aaa.com/archives/726

(当セミナーのコミュニティを案内するページ)の閲覧でセグメントが掛かりました。

シーケンス

シーケンスとは

上のような動きをしたユーザーだけをセグメントで取り出したい場合、

「シーケンス」を使います。

出来事(イベント)の前後関係を指定できます。

シーケンスは「ユーザー セグメント」でしか作ることができない

「次の間接的ステップ」と「次の直接的ステップ」

「ステップ」を設定する際に、1つ前のステップのすぐ次が該当ステップだったか否かを選択することが可能です。

「次の直接的ステップ」は、間に他のイベントやページが入ると集計対象外になりません。

時間の制約 ステップ全体の時間

ステップの時間を指定することが可能です。

・ステップ全体の時間
と、
・特定ステップ間の時間

を指定できます。

・特定ステップ間の時間

を指定できます。

シーケンスの事例

このサイトの「セミナー一覧」から「セミナー詳細」へのシーケンスのセグメントを作成してみます。

このサイトのセミナー一覧からセミナー詳細へのシーケンスのセグメントを作成しました。

「保存して適用」をクリック。(ここでは「間接的ステップ」を選んでいます。)

「『セミナー一覧』から『セミナー詳細』へのシーケンス」のセグメントが掛かった状態です。

(Googleが用意した)おすすめのセグメント

「おすすめのセグメント」 (1) 「最近のアクティブユーザー」

「最近のアクティブユーザー」をクリックすると、「user_engagement」が、セグメントの条件になります。「エンゲージメントのあったセッション: 10 秒以上継続するか、コンバージョン イベントが発生するか、ページビューまたはスクリーン ビューが 2 件以上発生したセッションの数。」(出所: https://support.google.com/analytics/answer/9191807?hl=ja

「おすすめのセグメント」 (2) 「非購入者」

「非購入者」をクリックすると、「購入」イベントを発生させたユーザーが自動的に除外されます。

「おすすめのセグメント」 (3) 「購入者」

「購入者」をクリックすると、「購入」イベントを発生させたユーザーがセグメントの条件になります。

今回のセミナーは以上となります。

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