14 January, 2025 BY Laura Cloquell

AG4: Comparisons, segments

If you have tried working with GA4, you have probably noticed that there are different techniques available for "segmenting" data for analysis or creating subsets of data based on specific conditions.

At GA4 we are fortunate to have three different techniques to create these subsets of data when for example at Universal we only had two ways: Advanced Segments and Audiences.

We are fortunate to have three different techniques to create these subsets of data when for example at Universal we only had two ways: Advanced Segments and Audiences.

We have noticed that the GA4 user has a hard time understanding the concept of each and the main differences. But what is more difficult sometimes is deciding which to use to get the data you need. Well, we have tried to simplify all this to make it easier for you.

Well, we have tried to simplify all this to make it easier for you.

First we explain briefly what each one of them is with its features and limitations: 

Segments

Our main knowledge about segments comes from Universal Analytics in which we had the advanced segments and in which we could make subsets of data of any type with any dimension and with any metric in even make sequential segments: step 1, step 2, step 3

Features: 


  • You can use segments in explorations, such as Free Form or Funnels, you can apply up to 4 segments at the same time.

  • Segments are retroactive.

  • You can create them from scratch in scans or export them from the comparison in standard reports.

  • You can create sequential segments but only in the User Scope.

Limitations:


  • Segments cannot be used in standard reports. 

  • Segments are not shared between different scans. 

  • You cannot use segments in Looker Studio.

Audiences

Audiences are another type of user groups/subgroups used in analytics. We were familiar with audiences already in Universal Analytics and used to use them to import from Google Ads and do retargeting campaigns.

Features: 


  • You can use audiences as a dimension of a comparison.

  • You can either create an audience from scratch or create it from a segment.

  • You can import audiences and use them in Looker Studio.

  • You can import the audiences from Google Ads and create audiences for display campaigns.

Limitations:


  • Audiences are not retroactive. They start accumulating data from the moment you create them.

  • Audiences cannot be edited (except for the name and description and activating the audience trigger). But their settings cannot be changed.

Comparisons

Comparisons in Google Analytics allow you to quickly compare different subsets of data in standard reports. They are the alternative to segments that were used in previous versions of GA.

Features: 


  • Persist when you navigate from one standard report to another. 

  • Comparisons are retroactive unless you use an audience as the dimension.

  • Comparisons can be imported from Looker Studio.

  • Only up to 5 conditions can be added in a single comparison.

  • You can use up to 4 comparisons at the same time.

  • They can be exported to scans and converted to segments.

Limitations:


  • Can only be used in standard reports.

    • .

  • No OR conditions can be used only AND conditions.

  • Does not accept regular expressions.

  • Some useful dimensions are missing.

These are the main differences between them:


  • Retroactive: Only the Hearings are not retroactive.

  • Explorations: Only segments can be used in Explorations, such as Free Form or Funnels. Audiences cannot be used in Explorations (but you can build audiences from segments within Explorations). And Comparisons cannot be used in explorations directly. But if you click the Explore button in the comparison's navigation sidebar, those comparisons will become segments in that particular scan.

  • Standard Reports: only segments can't be used in Standard Reports.

  • Export to Looker Studio: both audiences and comparisons can be exported

  • Sequences or steps: you can use sequence or steps in Audiences and also in segments but only in User Scope user scope.

To make all this easier for you you can refer to this diagram:


GA4 - Segmentation Diagram

It's still a little bit of a diagram.

It's still a bit of a mess so when you have to create a subset of data you should start by asking yourself the table questions, from most important for your task to least.

Example 1:

Am I going to use the data subset in Looker Studio? Well, I choose Audience or Comparison.

Well, I choose Audience or Comparison.

Do I need the data subset to be retroactive? Then it has to be a comparison

It's just that I could do with it being sequential, i.e. step 1, step 2... so you have to choose Audience and forgo retroactivity.

Is it imperative that it be sequential and also retroactive? Then I have to forgo importing the dataset from Looker and make a segment that I will use in an Exploration.

 

Example 2:

Do I need the subset of data for Google Ads? I have to create an audience.

I hope you found it helpful. If so, please share with anyone who might be interested.

Thanks!
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