Beginners Guide to Google Analytics- Audience Report (Part 2)

 Welcome Back. In the Previous post we learned about the Real time report section. In this post we will understand how the Audience section reports helps us in analyzing our website.

Audience Report:  This sections helps together to group users in a segment based on the marketing campaign parameters. Here we define the audiences we want to track. Let’s look at the different audience reports.

• Active Users: This section of the audience report lets you track users who have visited your site in the last 1, 7, 14, or 30 days. It helps you measure user interests.
• Lifetime Value: The Lifetime Value report calculates the long-term value of users acquired through a variety of methods including social, direct, organic, and referrals. You can then sort each acquisition audience and see average goal completions, pageviews, revenue, and so forth.
• Cohort Analysis: A cohort is a group of users bound by a shared characteristic, for example, users acquired on a specific day. This report allows you to analyze a variety of data about cohorts(users).
• Audiences: This section allows you to create more granular audiences and apply them to other sections of your analytics report. You can create and apply up to 20 audiences at a time.
• User Explorer: This report analyzes the behavior of specific users, rather than providing a broad overview of user behavior, the way you do in the cohort analysis. For each user, you can view data such as average session duration, bounce rate, revenue, and goal conversion rate.
• Demographics: This section allows you to view detailed information about the age and gender of your users. You can use this information to better tailor content, ads, and other marketing efforts. You can also create segments based on these categories and create remarketing audiences.
• Interests: This section of Google Analytics helps you to target the audiences specific to your campaigns. For this you need to enable the remarketing and advertising reporting features.
• Geo: The Geo report provides information about the location and language of your users. You can use this information to better inform new initiatives or look for new opportunities.
• Behavior: This report can help you determine if new users are returning to your site to engage with your content. You can view data based on three sub-categories: New vs Returning, Frequency & Recency, and Engagement.
• Technology: This report lets you learn more about how users are viewing your site, including which browser and OS they use and what network they use to connect to the internet.
• Mobile: This report allows you to view whether users view your site with a tablet, desktop, or mobile device, as well as what specific devices, such as an Apple iPad, Samsung SM-G950 Galaxy S8, or Samsung SM-T800 Galaxy Tab S 10.5. This sections also helps you to determine if the site is optimized for the specific devices.
• Custom: This area of Google Analytics lets you better define and compare user segments. Sort data by Custom Variables or User Defined is a section which allows you to view extremely detailed, customizable information about how your audience interacts with your site.
• Benchmarking: This section allows you to compare your data to aggregated data from others in your industry. Compare yourself to the rest of your industry based on subcategories, such as Channels, Location, and Devices. You can use this data to find missed opportunities.
• Users Flow: What do your users do once they get to your site? This report provides a visual representation of how users move through your site and can be sorted by user type. This granular data can how where specific users leave your site so you can make adjustments.

The remaining sections will be covered in the next post. Checkout the remaining posts for the complete guidelines.