How to create Conversion Segments in GA4.

Author

Himanshu Sharma
November 26, 2024

💥 🤯 🚀 Here is how you can create Conversion Segments in GA4. 👇

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A conversion segment allows you to isolate and analyse specific sets of conversion paths (aka attribution paths) in your analytics reports.

It is used to segment conversion path data.

Following is an example of Conversion Segment:

A conversion segment that only includes conversion paths in which any interaction was paid search, but the last interaction was organic search.

Through this conversion segment you can understand the role of paid search traffic in assisting conversions which were closed by organic search traffic.

Unfortunately, GA4 does not offer conversion segments in the same way as Universal Analytics.

While conversion path data is available in GA4 (via the 'Attribution Paths' report), segmenting conversion paths based on specific interactions, as I described in my example, isn't directly supported.

So what you should do is download the data from the 'Attribution Paths' report into Google Sheets.

Copy the data table and then use the following similar text prompt in chatGPT or claude (don't use perplexity or Google Gemini for this purpose as they are useless for such tasks).

From the table below, filter out the rows where the first interaction of the 'Primary channel group path' is 'organic search' but the last interaction is 'email'. For example, in the following primary channel group path: ["Organic Search","Organic Search","Email"], the first interaction is 'organic search', but the last interaction is 'Email'.

The table is below:

Primary channel group path Data driven path attributed key events Key events Purchase revenue Days to key event Touchpoints to key event ["Organic Search"] NaN 802 0 0.6882793017 1 ["Direct"] NaN 273 0 0 1 ["Organic Search","Organic Search"] NaN 175 0 7.32 2 ["Organic Search","Organic Search","Organic Search"] NaN 77 0 10.4025974 3 ["Referral"] NaN 48 0 1.5 1

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You should now see an output similar to the one below, which shows filtered channel path data.

That’s how you can create conversion segments in GA4.