You have one analytics account with one property and one view. Everything flows into one place. You can see all traffic. But you can't see paid traffic separately from organic. You can't see mobile separately from desktop. You can't see different regions separately. All your traffic is mixed together. Views and segments solve this. Views are permanent filtered datasets. Segments are temporary filters you apply to reports. Views and segments let you slice your data into pieces that answer specific questions.
This article explains how to create views and segments to organize your data by purpose.
What Are Views and Segments
A view is a filtered version of your property data. One property can have multiple views. Each view shows a different slice of your data. A view for all traffic. A view for only mobile. A view for only paid traffic. A view for only your main product.
A segment is a temporary filter applied to reports. Instead of creating a new view, you apply a segment to see a specific slice of data. Segments show the same underlying data as views but from a different angle.
Views are permanent. Once created, they keep collecting data. Segments are temporary. You apply them to specific reports without changing the underlying data collection.
Create Views for Permanent Filters
Create a view for any permanent way you want to look at your data. A view for all traffic. A view for mobile only. A view for desktop only. A view for paid traffic. A view for organic traffic. A view for a specific geographic region.
Each view filters the same underlying data. If your property receives 10,000 visits, one view shows all 10,000. Another view shows only the 2,000 mobile visits. Another shows only the 3,000 paid visits.
Don't create too many views. Views make your account complex. Keep three to five main views. One for all traffic. One or two for major traffic sources. One or two for device types. More than that becomes hard to manage.
Create Segments for Temporary Filters
Create a segment when you want to look at a specific slice of data without permanently filtering it. A segment for returning visitors. A segment for visitors who completed a conversion. A segment for high-value customers.
Apply segments to individual reports. When you view a report, select a segment. The report shows only data matching that segment. When you view a different report, you can apply a different segment.
Segments are flexible. Create them as needed. Delete them when you no longer need them. No permanent data collection overhead.
Organize Views by Purpose
Think about the questions different teams ask. Marketing asks about traffic sources. Product asks about feature usage. Sales asks about conversion rates. Create views that answer each team's questions.
Marketing view shows all traffic broken down by source. Product view shows feature usage. Sales view shows conversion funnels. Each team gets a view organized for their needs.
Document why each view exists. "Marketing view shows paid vs organic." "Product view shows feature engagement." Documentation helps teams understand which view to use.
Use Views for Data Integrity
Some views exist for data integrity. A view that excludes internal traffic. A view for testing only. A view for staging environment data.
Keep these views separate from business views. Have a folder for testing views. Have a folder for business views. Organization prevents confusion. Teams use the right view for analysis.
Apply Segments to Answer Specific Questions
When a specific question comes up, create a segment. "How do mobile users convert?" Create a mobile segment. "How do first-time visitors behave?" Create a first-time visitor segment. Apply it to your conversion report.
Use segments for one-off analysis. Once you answer the question, the segment might not be needed. Delete it. Keep only segments you use regularly.
Test Your Views and Segments
After creating a view, verify it shows the right data. If you created a mobile-only view, check that it only shows mobile traffic. If numbers look wrong, troubleshoot the filter.
For segments, apply them to reports and verify the data makes sense. A returning visitor segment should exclude first-time visitors. A conversion segment should only show sessions with conversions.
Frequently asked questions
Should we use views or segments for everything?
Use views for permanent ways you need to see data. Use segments for temporary analysis. Most teams use 3-5 views and 5-10 active segments. Views handle regular analysis. Segments handle ad-hoc questions. With WEMASY's website builder, you can set this up directly on your website.
Can we share views and segments with our team?
Yes. Views are account-level. Everyone with access sees the same views. Segments can be private or shared. Create team segments and share them. Create personal segments for your own analysis.
We have too many views. How do we clean up?
Delete views nobody uses. Before deleting, verify nobody needs it. Ask your team. If nobody's used it in three months, it's probably safe to delete. Start with 3-5 main views. Add more only if needed.
How many segments should we create?
Create segments as needed. 5-10 active segments is typical. Too many segments create confusion. Delete old segments you're not using. Keep only segments that answer regular questions.
Can we rename views without losing data?
Yes. Renaming doesn't affect data collection. Rename views anytime. Just make sure the new name is clear. After renaming, communicate the change to your team so they know what view is what.
A view is showing wrong data. How do we debug it?
Check the filters. A view shows data matching all filters. If data looks wrong, a filter might be too strict or too loose. Review each filter. Remove filters that don't match your intent. Test again.