If you’re looking to build Google Analytics segments in either Google Analytics 4 (GA4) or Universal Analytics (UA), you’re doing more with your data than most. Congrats!
Custom segments allow you to analyze a subset of your Google Analytics data so you can better understand your users and our website (or app). Let’s take a look at how to build custom segments in both GA4 and UA. And if you’re interested in a broader comparison of these two property types of Google Analytics first, you can head on over to this comparison guide on GA4 vs. Universal Analytics.