Use Web Analytics Data to Trigger Right Audience

The purpose of writing this blog is to make sure you use Google analytics data to target right audience.

We are here to describe you how to use Google analytics to find your right target audience in just 2 simple steps.

Recent Google Analytics updates mentioned that you can see the users’ demographics (age, gender) and interests (affinity categories, other categories) details about your website visitors. The Google analytics data categorizes the audience report in two sections:

  • Demographics
    • Overview (overview of traffic by age and gender)
    • Age (traffic by age ranges)
    • Gender (traffic by gender) 

Demographics  Overview   Google Analytics

  • Interests
    • Overview (overview of traffic by affinity and other categories)
    • Affinity Categories (behavior by affinity categories)
    • In-Market Categories (behavior by in-market categories)
    • Other Categories (behavior by other interest categories)

Interests  Overview   Google Analytics

These wonderful reports let you see not only how many of your users visit over a date range, but also who those users are, and how their behavior varies by attribute (e.g., male vs. female), also you can visualize the goal completion from these audience.  We are attaching the screenshot of our Google analytics audience report with goal completion.

goal compeltion

This audience report is also available in custom reports (customization section – top menu link in analytics account), and you can use it as basis for segmentation, which lets you evaluate how your users’ behavior varies by demographics and interests; for example, do males interested in automobiles convert more frequently or read specific types of content more than females who are interested in athletic apparels.

Since these are the same demographics and interest categories that you use to target ads on the Google Display Network, you can build segments using these attributes, apply them to any of your analytics reports, and use that analysis to refine your campaign strategies.

Information for these new reports is derived from the DoubleClick third-party cookie. When that cookie is not associated with a user, analytics cannot conclude demographics and interest categories, and so these reports may represent only a subset of your users and not the overall composition of your site traffic.

To make data available in these reports, you need to:

  • Make a simple, one-line change to your tracking code (Get more information by submitting  the Free website analytics assessment)
  • Set the enabling options in Analytics

 You can simply fill the form and get free website analytics assessment.

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