The Audience reports provide insight into characteristics of your audience.
In this article:- Active Users
- Demographics (Age, Gender)
- Interests (Affinity Categories, In-Market Segments, Other Categories)
- Geo (Language, Location)
- Behaviour (New vs. Returning, Frequency & Recency, Engagement)
- Technology (Browser & OS, Network)
- Mobile (Devices)
- Custom (Custom Variables, User Defined)
- Benchmarking
- Users Flow
Active Users
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 that you employ on your site to the creative contents and placements for your ads. Learn more.
Interests (Affinity Categories, In-Market Segments, Other Categories)
Interest information gives you context for expanding your advertising into related markets (Affinity Categories), and for focusing your advertising on exactly the users who demonstrate a likelihood to consume your content or purchase your products (In-Market Segments, Other Categories). Learn more.
Geo (Language, Location)
It’s important to know whether you’re getting a response from users to whom you direct different language versions of your advertising, but you also want to know what kind of traffic you’re getting from users outside those targets. Maybe you’re advertising in English and Spanish, but also getting high-conversion users who speak French and Italian, indicating an opportunity to localise your ads in those languages and speak more directly to a lucrative market.
You want information from the areas that you already target in your advertising, but you should also know about traffic from other geographic areas whose users exhibit a natural interest in your products.
Behaviour (New vs. Returning, Frequency & Recency, Engagement)
Measure the gravitational pull of your website, and the extent to which you’re encouraging first-time users to return. You can also see the economic impact of new vs. returning users (e.g. the 28% of users who are returning account for 45% of total transactions).
Technology (Browser & OS, Network)
Understanding the technologies that users employ to reach and consume your content lets you fine tune current versions, and plan upcoming implementations. For example, you want to make sure that your website is fully functional in current browsers, but you also want to stay abreast of the extent to which users are migrating away from desktop to mobile browsers and apps, and plan your development accordingly.
Mobile (Devices)
As your users migrate to mobile devices, understanding which devices they use, the input methods that they use to interact with your content and the screen sizes on which they're viewing your content lets you tweak current versions, and plan for future development.
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 behaviour over a date range rather than by discrete, single-session interactions with your website.
Benchmarking
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 insights into trends occurring across your industry, and find out how you are doing compared to your competition. Learn more.
Users Flow
Users Flow is a graphical representation of the paths that users took through your website, from the source, through the various pages and where along their paths they exited your website. Learn more.
