Using Cross Segment Performance to Determine Browser Usage

The third new useful feature in Google Analytics is the Cross Segment Performance drop down. Many of the report screens provide further detail for each item listed in a report. Clicking on the "more detail" arrow reveals further breakdown including the "Cross Segment Performance" option. This option allows you to refine results based on almost 20 different cross sections. For example, if you were to list the most common platforms report you could refine the "Windows" line by other criteria, among which are the JavaScript versions used by Windows visitors.

Such granular detail helps weigh website design and maintenance decisions. For example, we might use it to determining whether or not it makes sense to "fix" a "bug" that occurs in rare browser/platform/version combinations. On the web it is inevitable that some technical functions or visual display features will not work properly under certain rare browser/platform/version combinations. However, when such rare occurrences are reported to a client, it can meet with considerable client anxiety. In reality, however, not all "website bugs" are truly bugs. Sometimes they are well known browser flaws that cannot be fixed - at least not without significant effort. Nevertheless, an email that reports a strange display issue or broken feature can cause a client can think their entire site is broken. But by simply identifying the basis for the problem and providing the client with an exact percentage of users that have such a combination that would cause the glitch can help them determine whether or nor it is worth fixing. In most cases the percentage is so small and caused by such old technology, that the "problem" can safely be ignored. Without specific detail, however, the client may remain quite nervous. It's amazing how much difference an answer like "0.13% of visitors will experience this problem due to their use of Internet Explorer 4.1 which is over six years old," can assuage fear so much more than an answer like "very few people still use older browsers."

By the way, in recent newsletters we've covered significant changes and new initiatives that Google has been pursuing. We've praised their innovative and simple approach to technology. They have a real good eye for new initiatives and technical advances. They shared our enthusiasm over Urchin's new system and bought the company.