In this section, we will delve into the advanced functionalities of Google Data Studio, focusing on creating segments and custom metrics. These features allow you to tailor your reports to specific needs and derive deeper insights from your data.

Segments are subsets of your data that meet certain criteria. They allow you to isolate and analyze specific portions of your data, such as users from a particular country, sessions that resulted in a purchase, or visits from a specific traffic source.

Custom metrics are user-defined calculations that you can create to measure specific aspects of your data. They can be simple arithmetic operations or more complex formulas involving multiple fields.

1. Open Your Report:

   • Navigate to the report where you want to create a segment.

2. Select a Chart or Table:

   • Click on the chart or table where you want to apply the segment.

3. Add a Filter:

   • In the properties panel on the right, find the "Filter" section and click on "Add a Filter."

4. Create a New Filter:

   • Click on "Create a Filter."

5. Define the Filter Conditions:

   • Give your filter a name.
   • Set the conditions that define your segment. For example, to create a segment for users from the United States:
     • Include: Country equals United States.

6. Apply the Filter:

   • Click "Save" to apply the filter to your chart or table.

This filter will create a segment that includes only users who accessed your site via mobile devices.

1. Open Your Data Source:

   • Navigate to the data source where you want to create a custom metric.

2. Add a Field:

   • In the data source panel, click on "Add a Field."

3. Define the Custom Metric:

   • Give your custom metric a name.
   • Enter the formula for your custom metric. For example, to create a custom metric for Revenue per User:

     Revenue per User = Revenue / Users
     

4. Save the Custom Metric:

   • Click "Save" to add the custom metric to your data source.

This custom metric will calculate the conversion rate as a percentage.

Task 1: Create a Segment for Returning Users

1. Open a report in Google Data Studio.
2. Select a chart or table.
3. Add a filter with the following conditions:
   • Include: User Type equals Returning Visitor.
4. Save and apply the filter.

Task 2: Create a Custom Metric for Average Order Value

1. Open your data source.
2. Add a new field with the following details:
   • Field Name: Average Order Value
   • Formula: Revenue / Transactions
3. Save the custom metric.

Task 1 Solution

Task 2 Solution

• Mistake: Forgetting to save the filter or custom metric.

  • Tip: Always ensure you click "Save" after defining your filter or custom metric.

• Mistake: Using incorrect field names in formulas.

  • Tip: Double-check the field names in your data source to ensure accuracy.

• Mistake: Applying multiple filters that conflict with each other.

  • Tip: Review all applied filters to ensure they do not contradict each other.

Creating segments and custom metrics in Google Data Studio allows you to tailor your reports to specific needs and gain deeper insights from your data. By isolating subsets of your data and defining custom calculations, you can create more meaningful and actionable reports. Practice creating segments and custom metrics to become proficient in leveraging these powerful features.