Insights
Segment comparisons
One way to compare groups of visitors that works the same on every Insights screen.
Compare up to four segments side by side, the first as the baseline. A segment is built from device, visitor type, new or returning, traffic source, UTM medium, UTM campaign, language, referring domain and entry page type.
Save segments, up to 50 per website, and reuse them on the overview, Pages, page detail and Funnels, so a comparison means the same thing on every screen.
Compare a period with the one before or with a period you choose. Visit-level shares are tested at 95% with a Benjamini-Hochberg correction, and figures over page views are shown as descriptive and never called significant.
A difference between segments is framed as a difference to test, not a cause, and the natural next step from one is an experiment aimed at that segment.