Podcast 19: Working with Recency Segments in Google Analytics

Learn how to create recency segments in Google Analytics and how to use this data for predicting marketing campaign success and calculating lifetime value.


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Do you know what your customer lifetime value is?

Many startups are too new to have access to reliable information on this metric, but a great predictor is recency.

Follow along in this episode as Drew walks through setting up a recency segment in Google Analytics which you can use to isolate your “best” customers to better understand where they came from and how you can acquire more of them.


00:00 – Introduction to recency and the lifetime value metric
00:54 – Drew’s headbands
01:22 – How to create a “high recency” segment in Google Analytics
03:21 – Ignore the “Days Since Last Session” metric
04:08 – How to read the graph after you’ve created the segment
05:06 – Viewing aggregate behavior from your high recency users
06:54 – Using this segment to predict which marketing campaigns, ads, content pieces, etc. will work
07:36 – Breaking the data down by channels
09:02 – Breaking the data down by marketing campaigns
10:10 – Breaking the data down by individual Ads
11:22 – Recency for content businesses
12:58 – Wrapping things up

Links / Resources


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