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Segment your Traffic with the User Defined Report

Have you ever been in the Visitors section of your favorite Google Analytics profile and wondered what the heck “User-Defined” was? Well today it's time to find out.

So, what is “User-Defined?"

The user defined variable allows you to "label" a visitor if they complete a certain action on your site, such as making a purchase or visiting a key page. These labels are useful because they last across multiple visits to your site.

These labels are often called Custom Segments (or Custom Segmentation). You can see the data from these Custom Segments in the User Defined report, which is the last report of the Visitors section in Google Analytics.

How do I add these “labels” to my website visitors?

Making use of the User-Defined report in Google Analytics requires a bit of extra coding help from your IT department or webmaster, but it’s often well worth the effort.

For example, let’s say that I want to add a label of “customers” to any visitor who reaches my shopping cart’s receipt page. In order to do this, I would add an additional line of code to the Google Analytics Tracking Code (GATC) on my receipt page. It would then look something like this:

Notice the line in bold that includes _setVar. When this is present on a page within the Google Analytics Tracking Code, an additional cookie (called the __utmv cookie) gets set on a visitor’s computer, with its sole purpose being to identify the visitor by the label (or value) that you used in the code. If you take a look at the code example above, you will see that I used the term “customers,“ the label that I want to appear in the User Defined report.

Now, on their next visit to the site, they will be identified as a part of the “customers” segment in the User Defined report, allowing you to perform analysis on all visitors who have purchased something from your online store. Neat, huh?

Can I use _setVar when someone clicks on a link instead of visiting a page?

Yes - you can also use the pageTracker._setVar function when someone clicks on an important link on your site, or makes a key selection on an important form that you want visitors to fill out. For example, if you wanted to add a custom label to any visitor who clicks on your “Live Help” applet, you can ask your IT department or webmaster to add an “onClick” event, and give them the following line of code:

onClick="pageTracker._setVar('Needs Help');"

What will this look like in the end?

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