Audience Reports13th July 2021 1 By indiafreenotes
Audiences in Analytics are users that you group together based on any combination of attributes that is meaningful to your business.
An audience might be simply current shoppers (include users who have > 0 product views; exclude users who have > 0 purchases).
Or you might need a more detailed definition that identifies shoppers who viewed the detail page for Product A, and then within 3 sessions or 7 days returned to purchase the product.
You can create broad definitions like all users who at any time purchased a product, or all users who have purchased within the last 12 months but not during the last 2.
Once you define an audience, you can:
- Activate that audience on platforms like Google Ads and Display & Video 360 so you can focus your marketing efforts on those users
- Apply the audience to your Analytics reports to explore their behavior in response to your marketing. You can use the audience as a secondary dimension in reports, and as a dimension in segments, custom reports, and custom funnels.
Track active users for increments of 1, 7, 14, and 28 days, and stay abreast of the level of user enthusiasm for your site or app.
Demographics (Age, Gender)
Understanding the age-and-gender composition of your audience gives you an opportunity to precisely tailor your content and advertising, from the graphics, language, and technical sophistication you employ on your site to the creative contents and placements for your ads.
Isolate and examine individual rather than aggregate user behavior. Individual user behavior is associated with either Client-ID or User-ID.
Audiences in Analytics
Create audiences, publish them to Analytics, then apply them to reports to explore audience behavior in response to your marketing. You can use the audience as a secondary dimension in reports, and as a dimension in segments, custom reports, and custom funnels.
A cohort is a group of users who share a common characteristic that is identified in this report by an Analytics dimension. For example, all users with the same Acquisition Date belong to the same cohort. The Cohort Analysis report lets you isolate and analyze cohort behavior.
Understand how valuable different users are to your business based on lifetime performance across multiple sessions. For example, you can see lifetime value for users you acquired through email or paid search. With that information in hand, you can determine a profitable allocation of marketing resources to the acquisition of those users. Mobile-app properties only.
Custom (Custom Variables, User Defined)
You can use Custom Variables to extend the scope of your Segments. User-level custom variables let you identify users by aggregate behavior over a date range rather than by discrete, single-session interactions with your site.
Benchmarking allows you to compare your data with aggregated industry data from other companies who share their data. This provides valuable context, helping you to set meaningful targets, gain insight into trends occurring across your industry, and find out how you are doing compared to your competition.