These instructions are for sites that have upgraded to Universal Analytics (which you should do anyway to get access to new features sooner). Find out how to upgrade to Google Analytics or ask us to do it for you
Every business has (or should have) marketing personas for their users/customers. Whether it’s corporate customers vs small business, baby boomers vs newly weds, subscribers vs one-offs, we divide our audience into personas in order to market to them more effectively. We target our messages, hone our products and design our landing pages to suit the different audiences we cater to. Seeing how those different audiences behave on our site and react to our offers and information, can be invaluable marketing information. Google has previously allowed you to track lots of different customer personas in Google Analytics using Custom Segments, but now with Universal Analytics and Google Tag Manager it is easier than ever to set up.
Custom Segments are now divided into Custom Dimensions and Custom Metrics. Since we’re looking at persona’s, we will be working with custom dimensions. By creating a custom dimension for your personas, you will be able to drill down into any analytics report that allows second dimensions to see behaviour by your personas. For example, if you look at the mobile usage report, and then choose a custom dimension for b2b customers vs b2c customers, you can see which personas use which devices more often.