GA4 uses Explorations and Audiences instead of traditional segments in UA. You can still filter users similarly by creating custom audiences or using the Exploration tool.
Option 1: Creating a Segment in Exploration
- Go to Google Analytics and log in to your GA4 property.
- In the left-hand menu, click on Explore to open the Exploration workspace.
- Choose a template (e.g., Free Form, Funnel Exploration, etc.) or create a Blank exploration.
- In the Variables column on the left, under Segments, click + to create a new segment.
- Choose between User Segment (filters users based on their behavior across all sessions) or Session Segment (filters specific sessions).
- Define the conditions for your segment, such as:
- Demographic attributes (age, gender, etc.).
- Event conditions (e.g., users who triggered specific events).
- Behavior (e.g., users who visited certain pages or viewed certain products).
Once the segment is configured, click Apply, and your segment will now be visible within your exploration.
Option 2: Creating a Segment as an Audience
- In the GA4 ‘Admin’ menu, click Audiences.
- Click on New Audience and choose to Create a Custom Audience.
- Set the conditions for your audience based on user behaviors, events, demographics, or traffic sources.
- For example, you can create an audience for users who visited a specific page, purchased a product, or triggered a particular event.
- After defining your audience conditions, name the audience and save it. You can now use this audience for analysis or targeting in GA4.
