All posts by Igor Jurić

Internet marketing enthusiast, with more than five years of experience in Google AdWords and Google Analytics. Google AdWords and Google Analytics Certified Individual. In love with modern technology and gadgets.

Sequence segments in Google Analytics

With segments in Analytics, we can analyze a certain group of users on our website. Segments can help us to get conclusions which we can show to our client in order to help them to make better business decisions.

Google Analytics has some predefined segments, for example:

  • Bounced Sessions
  • Mobile Traffic
  • New Users
  • Non-Converters etc.

If we can’t extract a group of users with predefined segments, Analytics has an option to create custom segments. Custom segments give us the ability to group users based on our needs and to analyze their behavior on our website.

But, before you start creating custom segments, it is important to know the difference between User, Session and Hit scopes.

Which scope should I use? Depending what you want to analyze, you will use a different scope in the segment:

  1. User segments – we use them when we want to analyze the behavior of our users on the website (for example, how many users created $5.000 revenue across all their transactions in certain period)
  2. Session segments – they come in handy when we want to analyze certain traffic source or to see what happens inside sessions (for example: what users from newsletter campaign do on our website )
  3. Sequence segments – we use them exclusively when we want to segment users who done something in particular order, when we want smoother segmentation of users behavior (for example: how many users went straight from homepage to contact page)

Let say, we define segment with User scope, where user visited the category /Office and added product to cart:


Let’s take an example where we have three users who visited our website. With user scope segment, we will include all three users. The first user in his first session added the product to cart on category /Electronics, while in his second session he visited the category /Office. Although these two activities happen in different sessions (visits), this user will be included in our segment.

The second user who visited category /Electronics in his third session added the product to cart and after that visited the category /Office, will also be included in our segment.

The third user, who in his second session visited the category /Office and added the product to cart will be also included in our segment.


What will happen if we create session scope segment with the same conditions?


Session scope segment will include only second and third users because these two activities happen inside the same session (visit):


Sequence segments allow us more precise segmentation if we want to follow a particular order of activities that users made on our website.

In our previous example, when we created session scope segment, we included only last two users with our segment. If we take a better look, the second user visited the category/Electronics, added product to cart and after that visited the category /Office, where he didn’t add the product to cart.

If we want to segment only users who were on category /Office and added products to cart from /Office category, then we will create sequence segments where we define two steps.


In the first step we define hit (interaction) in which we want to include only users who visited the category /Office. And in the second step, we define hit where we want to include only users who also added the product to cart.

But, between steps you have two options:

  • is immediately followed by – means the user visits the category /Office and then the next thing he does is add the product to cart
  • is followed by – means the user visits category /Office and then at any point later in the same session (visit) they add the product to cart

Since we chose is immediately followed by we can be pretty sure that user added to cart one of products from /Office category.

With this segment, we will include only third user, for which we can be sure that he added the product to cart from category /Office:


To conclude, if we use User scope segments, conditions that we define in our segment can happen across multiple sessions (visits). If we use Session scope segments, then conditions must happen inside the same session (but without any particular order).

With sequence segments, we define the order of hits (interactions) that user made, which allows us more precise segmentation. It is important to understand scope in segments because otherwise, we can read the data on a completely wrong way.

When creating sequence segments you can set up to 10 steps, and inside one segments you can combine more sequences.

Standard vs. Dynamic remarketing

In Google AdWords, remarketing option is available for years. Remarketing helps us reach people who visited your website. Previous visitors can see your ads while surfing the internet (Google Display Network) or while searching on Google (Google Search Network).

With dynamic remarketing, you can serve the ads to previous visitors, but the ads are showing products which those visitors have viewed during their visit.  Dynamic remarketing is available only for Display network.

To start with dynamic remarketing, you need to:

  • create product feed (.csv, .tsv, .xls, .xlsx) – in the feed you need to enter products or services that you want to show to the user. You can enter only certain product category, not all your products (for example, only laptops)
  • set up the remarketing tag with custom parameters – the remarketing tag set/collects a cookie and passes dynamic parameters to Google servers
  • dynamic display ads – create display ads that will show your products

Compared to standard, dynamic remarketing requires a little more technical work for your website developers, in order to everything works properly.

Also, it is important to note that the data in the product feed needs to change every time when a change occurs on the website. If product prices change every week, it is good to update the feed too. Otherwise, the user can see wrong data (wrong price, model etc.) in your dynamic ads or land on a 404 page.

After set up, AdWords will automatically create 6 remarketing lists that we can use for targeting.


  • All visitors – all users who visited your website
  • Conversion abandoners – users who entered the shopping cart, but didn’t buy the product
  • General visitors – for example, users who saw product categories
  • Past converters -users who made a purchase
  • Product or service -users who saw a particular product i.e., visited the page of particular product
  • Searchers – users who used search engine on the website

But how dynamic remarketing works? User visits your website that contains remarketing code with custom parameters. Remarketing code collects all parameters and passes to Google servers. Google collects cookie ID and parameters (page type, total value, etc.).  Google uses item IDs from cookie (IDs of products that user viewed on your website) and connects with ID in the feed in order to know which products should be displayed in the ad. While surfing the internet, user will see dynamic ads that contain products that he viewed on the website along with product information (picture, name, price etc.). You can customize the ads, for example insert company logo, change background color etc.



Why use dynamic remarketing?

Compared to the standard, dynamic remarketing gives you the ability to better personalize the ads that are served to the user. The disadvantage is that the dynamic remarketing is a little bit more technical demanding to implement. Dynamic remarketing usually shows better results compared to the standard remarketing campaigns. But, to be sure, we suggest to test and compare the results.:)

How to set up Google Analytics and Google Tag Manager code in WordPress

WordPress is an open source content management system, it is easy to use and  there is a large selection of templates and plugins. WordPress is the most popular and most used CMS system. According to research, WordPress occupies almost 60% of the CMS market. In total of all web sites, WordPress is active on 25% of the market. On the other hand, it is important to have a Google Analytics implemented on your website because it is one of the basic tools to monitor user behavior and you can measure the success of your marketing activities on the Internet.


Since many websites use WordPress, this blog post will show you how to set up Google Analytics and Google Tag Manager codes on WordPress website.

First of all, you need to find and copy Analytics code. Log in into your Google Analytics account, click on the top of the bar on Admin. In the middle column (Property) click on Tracking Info and then on Tracking code. There you will find Analytics code that you need to copy on your website.

Google analytics code

There are many ways in which you can implement Google Analytics code in WordPress, but we will explain the two easiest and least painful ways, which allow the installation of code in the <head> tag, just as Google proposes:

1. Using a plugin – there is a lot of plugins that let you implement Analytics to WordPress site. But one of the easiest method is using the Insert Headers and Footers plugin.

For start, install and activate the plugin. Once you activate it, click on the left side on Settings and then on the Insert Headers and Footers. In the Scripts in Header field you need to paste Analytics code. After that, just click on blue button Save and you are done!



2. Directly in the code – WordPress contains Editor, which allows us to modify the code, which means we can actually implement Analytics code without using the plugin.

So, on the left side, click on Appearence and then on Editor. On the right hand of the Editor, find the file called Theme Header (header.php) and click on it. In the code find </head> tag, just paste Analytics code right before the closing </head> tag and click on blue button Update File.


These are two easiest ways to install Analytics code on your WordPress site.

Implementing Google Tag Manager code

Implementing Google Tag Manager code works in the same way as the installation of Analytics code in second step. Google recommends that the GTM code needs to be placed immediately after the opening <body> tag, so its better paste it directly into the code. So you need to go to Editor (Appearence->Editor), on the right side, find the file Theme Header (header.php) and click on it. In that file, find opening <body> tag and paste GTM code after it.



If you want, you can use plugin too. One of the best plugins is Duracell’s Tomi Google Tag Manager for WordPress. But be careful, some plugins implement GTM code in footer or header.


If the process isn’t entirely clear or you have difficulties with the implementation, we recommend to seek help from your developer.