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Use GA audience reports

Use case

Identify key demographics within your target audience.

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1. Navigate to Audience > Overview in Google Analytics.

The Overview report provides a broad snapshot of who is making up your website’s audience. You can quickly view data such as the top demographics and languages among your audience, the percentage of new to returning users, the most popular devices and operating systems your audience uses, as well as page metrics like average page views per session, average number of sessions per user, and more. 

This view points to some of the most broad distinguishing characteristics and metrics that relate to your audience, while the multiple other tabs under Audience allow you to parse out the data and view even more specific details about your web visitors.

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2. Open the Active Users report to view the number of users who had one or more sessions on your website based on traffic from the last period of 1, 7, 14, or 30 days.

This view measures your site reach, or the total number of sessions and return visitors. You want to see the numbers recorded in each time frame increase, because this likely means your marketing strategy is working well and encouraging visitors to return to your website consistently.

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3. View the Demographics report to view a complete breakdown of your audience based on age and gender.

It’s important to know how much of your audience is male or female and their average age range, as you can take this information into account when developing your brand voice to ensure the tone and messaging you’re putting out for your target audience resonates well with the actual people who make up that audience.

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4. Open the Interests report to gain insights into your audience’s preferences for various types of web content, such as travel, news, arts and entertainment, music lovers, and online shoppers.

Becoming familiar with the trends of your audience’s content-specific interests can be incredibly useful when developing your content strategy. For example, you can take into account the most preferred content categories and sculpt your own blog or social media content around them to help your content be appealing to your audience.

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5. Navigate to Geo > Location to analyze location-specific performance metrics across multiple countries and categorized by Acquisition, Behavior, and Conversion.

  • Acquisition metrics allow you to view the number of total users, new users, and sessions by country.
  • Behavior metrics show you bounce rate, average number of pages per session, and the average session duration of visitors by country.
  • Conversion metrics display the transactions, revenue, and conversion rate percentage by country.

This data can help you recognize where in the world the majority of your traffic and conversions already comes from, as well as provide information that can help you identify areas for potential growth.

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6. Use the Behavior report to track and measure engagement metrics, new versus returning traffic, and compare audience loyalty over time.

This data can help you identify trends in audience behavior while on your website. This can be useful in measuring how successfully you are retaining returning visitors in addition to attracting new web visitors. For example, if you notice that numbers are low for returning visitor traffic in comparison to new visitors, you might consider examining the web content you are putting out to make sure that your content strategy includes a good mix of content that continues to engage and provide value to your returning audience.

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7. View the Technology and Mobile reports to track what types of devices and preferred browsers your audience uses to view your website. 

Use this information to make sure that your website is fully optimized for use across multiple devices and web browsers. Letting any of these categories fall through the cracks would mean under-serving a portion of your audience. If your site isn’t optimized to work well across various technology, you run the risk of losing valuable members of your audience.

For example, if you have a high bounce rate for mobile users in particular, that could indicate that you need to develop a mobile-optimized version of your site that may include simpler navigation and larger text and buttons that are easier to read and use on a mobile screen.

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8. Develop a strategy to consistently review your Audience metrics and adjust or optimize parts of your site to keep up with audience trends and demands.

Consider analyzing these reports on a monthly or quarterly basis. The types of people who make up your audience may grow, fluctuate, or change over time, and it’s important to keep up-to-date with your analytics reports to monitor those trends and adjust your own methods and strategies to change along with them.

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Current Playbook:

Use GA audience reports

Sep 08, 2021

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