Sequential segmentation in Adobe Analytics.

Analyze and understand user behavior

Tracking the user journey across the website is very relevant as it provides insights into the decisions a user makes during a visit.

Adobe Analytics’ segment builder allows for the creation of sequential segments to analyze user behavior in depth.

Before starting with the creation of sequential segments, we need to understand the difference between the following options:

Include Everyone: Includes all page views, both before and after the sequence occurs. Therefore, it will cover the most page views. Only Before Sequence: Only includes page views before the sequence occurs. This covers a smaller number of page views. Only After Sequence: Only includes page views after the sequence occurs. This also covers a smaller number of page views.

Let’s see it with an example. In this case, we’ll create a segment to see which products generate the most revenue after users do not buy a certain product. This use case can be very useful for creating a product recommendation system.

The first step is to name the segment and select the scope “visit,” as we want to see user behavior during a single visit.

Next, we need to add the dimension with the product value we want to analyze. Then, we will add all the conditions we want to be met, using the “then” operator, and finally, we will add the metric Purchases, with the condition that it does not exist. In this case, we indicate that it does not exist within 3 page views.

The final step is to configure the sequence by selecting “Only After Sequence.” This will allow us to see which products generate more revenue when a user doesn’t buy “Product 1.”

Finally, we save the segment and create a free-form table, crossing the product dimension with the segment we just created and the revenue metric: