Audience Reports Walk-through in Google Analytics

In this segment, you will understand the main aspects of the audience report for the Google Merchandise Store.

In the above video, you learnt about the audience report for the Google Merchandise Store. Some of the different sections you understood include the following:

• Overview

This section shows data related to the geographical location of your users, and how users from different locations are interacting with your website.

• Active users

This section displays the activity of your users on a daily, weekly and monthly basis. They are abbreviated as DAUs (Daily Active Users), WAUs (Weekly Active Users) and MAUs(Monthly Active Users).

• Lifetime Value

This section contains data about the lifetime value of your users.

• Cohort Analysis

This section allows you to analyse the data related to your audience, grouped together as cohorts. So if you wanted to analyse the data of all your converters, you can check the ‘conversions’ cohort. Similarly, in case you want to analyse the data of all your audience who are mobile users, you can create a cohort for ‘mobile traffic’ and analyse this data.

• Demographics

This section contains audience data based on their age and gender.

• Interests

This section displays the different categories that your converting audience is interested in, such as media, shopping, travel, etc.This information will help you target consumers effectively, reducing costs and increasing traffic/conversions.

• Geo

This section consists of two sub sections, location, which is related to the geographical regions your audience belongs to and language, related to the language your audience uses (measured by the language that the web browser is set to).

• Behaviour

This section displays the behaviour of your audience. You can understand the ratio of new audience to returning users to your website, the frequency (number  of sessions per user) and the recency (number of days since the last session per user) of traffic. You can also analyse  the engagement of your audience.

• Technology 

This section shows you the browser’s OS and the networks that your audience is using.

• Mobile

This section displays  information about the devices used by your website traffic, such as mobile, desktop, tablet etc.

• Benchmarking

This section allows you to compare your website engagement to the industry average.