(Video) GA4 Segments: How to create them and things to note about each type

In the second instalment of our new series, ‘Calling Kevin’, we get an insight into creating and working with GA4 segments.

How do segment types differ?
Which segment type should I use and when?
Why are some of my numbers different, and why are some metrics missing entirely?

Kevin discusses everything we need to know for confident segment scoping in GA4.

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About the author

Kevin Thomson

After graduating in 2001 with a degree in Computing Science, Kevin started his career as a software developer before branching into Digital Marketing and eventually specialising in Analytics – where he has experience working both client and agency-side.

In the last two years of his almost five years at Lynchpin, Kevin's primary role has been implementing new GA4 platforms for clients and migrating GA3 platforms to GA4. Beyond this, Kevin’s breadth and depth of experience allows him to cover reporting, engineering, and much more across the Lynchpin team.

Outside work, you will find Kevin making sourdough bread, walking his adorable Cocker Spaniel called Luna, running, making music, and looking after his three children.

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