A pro tip for using Google Analytics is to set up custom segments to better understand the behavior of specific groups of visitors on your website. This can help you to identify patterns and trends in user behavior, and make data-driven decisions about how to improve your website and marketing efforts. You can create segments based on various criteria, such as demographics, location, and device type. This feature will give you a more granular view of your website traffic and allow you to optimize your site for different groups of users.