Using audiences in Analytics reports

Use audiences as dimensions in segments, custom reports, and custom funnels.

Once you define an audience, you can use it to focus your Analytics reports on those users. For example, if you create a broad audience of users who made repeated purchases during the last year, you can explore that data to see whether patterns emerge: do users from particular geographic areas purchase more often, are purchases equally distributed across age and gender, is there a seasonal rhythm to purchasing, which campaigns drive purchases and which times of day do your users spend the most money?

Learn more about creating audiences.

To see data in the Audiences report, you first need to:

Data for an audience is available in reports starting from the date you publish the audience to Analytics. Data before that date is not available.

You can publish audiences to Analytics as you create them, and you can publish existing audiences to Analytics.

After you create an audience and publish it to Analytics, it is available as a primary dimension in the Audiences report, as a secondary dimension in other reports, and as a dimension in segments, custom reports, and custom funnels.

An audience is available only in the view in which you create it.

In this article:

Audiences in segments

When you define a segment, use the Audience dimension to create a condition:

Segment condition builder with list of existing audiences

The audiences you’ve created appear as values you can choose for the dimension, for example:

Audience contains Past Purchasers

When you apply the segment to your reports, the data is focused on that audience.

If you’re using a broad audience definition, like users who made repeated purchases during the last year, you can apply additional filters and conditions to examine specific elements of that audience like gender, age, interests, and specific purchasing levels.

Learn more about creating segments.

Audiences in custom reports

You can create custom reports that focus on your audiences, and include any metrics and additional dimensions you want to examine.

When you define the dimension drilldowns for a custom report, select Audience:

Custom report configuration, with Audience selected as dimension drilldown

Similar to reports to which you apply segments based on your audiences, these custom reports let you examine only data generated by the users in your audience, and you have the additional flexibility of defining the dimensions and metrics in the reports.

Learn more about creating custom reports.

Audiences in custom funnels

When you create a custom funnel as an aspect of a custom report, you can define the funnel stages so they include only members of one of your audiences:

Custom funnel configuration, with Audience selected as stage definition

Learn more about creating custom funnels.

The Audiences report

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