Segments

Segments are individual sub-sets of your traffic, apportioned by demographics within your Google Analytics accounts. Say, for example, your demographic data shows that women aged 55 from the US are converting at a higher rate than other demographics. You can then create a segment around this profile, retarget these segments marketing side, and really hone in on those that identify most closely with whatever you’re selling. This means you can effectively tailor your marketing and your web experience to your most important demographic segments, all within the standard functionality of your Google Analytics account.