GA4 Segments

Segments are a way to filter down traffic based on some characteristic.

Some built-in segments are direct traffic, organic traffic, paid traffic, mobile traffic, web traffic.

Custom segments allow the creation of reports for specific conditions. For example, creating a segment for visits that include a purchase event. Then reports can be created that show which sources led to that event. Or breaking down the purchases by platform or by geographic region.

To view and edit segments, GA4 Admin (gear icon at the bottom left of the GA4 console) > Property Settings > Data display > Segments