Google is rolling out user segmentation tools to its Analytics platform to provide SEOs and marketers with new insight about site visitors.

Have you ever looked at your content analytics and wished the graphs and numbers could tell you more about the people coming to your website? Sure, they show traffic spikes and dips, and can even trace conversions back to the online content, but there is still a shroud of mystery about who these visitors are, how much they’re willing to spend and where they’re from. It appears Google has heard marketers loud and clear, and is rolling out new user segmentation tools to its analytics platform .

Whereas before, users were limited in the ways they could slice and dice their data for analysis, they can now identify user demographics, total spending and path to purchase, the Official Google Analytics Blog post states. Reports can now be created to reflect various attributes.

With the new segmentation functions, webmasters can see data about “Users from a particular geographic region who arrived via a specific campaign and who used a specific technology to interact with your content … Previously in analytics, you could evaluate only visit based behavior. That is, anything that users did within the timeframe of a single visit,” a video clip from the Google Analytics Team explained.

Google introduced new UI along with user segmentation tools.

Along with user segmentation, Google added cohort analysis, sequence segments and segment templates. There is also a new user interface that aims to make website metrics more intuitive for new SEOs and seasoned internet marketing vets who want more data.

It’s a well-known fact that analytics is key to content marketing and SEO success, but more than one-quarter of businesses are still holding out, according to a recent Brafton article. That figure may dwindle in the future as brands recognize the vast potential Google Analytics has to offer, especially with the introduction of user segmentation.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.