//How to Analyze Audience Performance with Google Analytics by @ hoffman8
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How to Analyze Audience Performance with Google Analytics by @ hoffman8

 

 

how to analyze audience performance with google analytics by hoffman8 - How to Analyze Audience Performance with Google Analytics by @ hoffman8

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The public plays a vital role in the strategies of most paid media.

The ability to create targeted audiences based on key indicators is a great way to target a warm audience.

The audience also acts as a connector between campaigns and even channels, allowing advertisers to coordinate messaging and content throughout the funnel.

The difficulty in analyzing audience data is that, historically, there has been no consistent view of it.

Public performances were fragmented into multiple platforms, depending on the channel, and then on the campaign level.

Enter: the report on the hearing. (No, not the report Google Ads Audience Insights [which is also useful] but the audience report of Google Analytics .)

This report, which was released this spring without more fanfare, shows all the audiences to which you grant access to Google Analytics.

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<img class = "aligncenter size-full wp-image-276075 pcimg b-lazy" src = "https://cdn.searchenginejournal.com/wp- content / themes / sej14 / images-new / loader.gif "alt =" Google Analytics Audience Report "width =" 1485 "height =" 689 "data – data-src =" https: //cdn.searchenginejournal. com / wp-content / uploads / 2018/10 / audience-report-1.png [19459022_revend19459014] Setting the Report on Your Audience

To use the audience report in Google Analytics, you need to There are only a few steps to follow:

Enable demo reporting, if it has not already been activated Create Audiences in Google Analytics Share Audiences with the account Google Analytics Your audience will be filled with data. (Note that it takes 24 hours, so do not worry if you do not see it populating before.)

Tip : You s can only allow 20 audiences to report within Google Analytics.

You can create more audiences in Google Analytics, but only 20 will be available for reporting purposes.

I suggest you do not select audiences that are already very simple to segment in Google Analytics, such as "All Buyers", but rather target more detailed audiences.

A Report on Further Dives in the Hearing

The Audience Report is a great way to get an overview of the performances of the audience. Audience in the whole of your ecosystem.

Historically, advertisers have added audiences as observers (or targeting) in Google Ads campaigns in order to gain momentum on performance. Although this remains a useful tactic, it only gives a partial insight into performance.

The Google Analytics Audience Report provides a complete picture, as it provides visibility into audience performance across all channels, including unpaid services.

This report allows you to compare the performance of all your audiences. This report provides a wealth of information. To begin, you can see:

Channels with which your audience engages after joining the public. Which audiences have the highest conversion rates (all channels combined) and, perhaps even more useful, the highest value per session. Levels of engagement for each audience (pages / session, average session length, etc.)

All of these indicators can help you identify which audiences you have created are most useful to help you prioritize your audience. expenses and your priorities. your money.

You can also get an idea of ​​the most effective channels to re-engage your audience.

Custom view segments and secondary dimensions

In addition to the information you can obtain from the audience report, once you have activated the audience report, you also made the audiences available as custom view segments and as secondary dimensions.

This allows you to explore excellent reports.

For example, if you created an audience for a particular campaign, you can then view a behavior flow report for that audience only, using a view segment personalized, which would allow you to determine the paths taken by this audience to examine the content of the whole. Flow of behavior “/> google on how to improve sites that are not ranked by martinibuster - How to Analyze Audience Performance with Google Analytics by @ hoffman8

In addition, you can explore the types of events in which they participate, the content topics that they found most interesting, and where they tend to come out of the funnel, among a host of other nuggets information.

Reports and Custom Dashboards

Finally, allow the report on the audience also to enable users in custom reports and dashboards in Google Analytics.

The only trap here is that when you use n audiences in reports, you can use a limited number of other dimensions.

It is a little disappointing because, at first sight, the optio Report ns do not go as far as most custom reports can take them into account. .

Workaround : You can use audiences as a dimension in reports or dashboards, but you actually have more flexibility to create reports, as you normally would. Publish the report and view it with a custom view filtering the audience you're analyzing.

Making Data Workable

The audience is incredibly flexible and versatile, so data mining can help you identify ways to improve the data. performance of your marketing ecosystem.

The opportunities are endless. Here are some ways to use the audience report to increase your revenue:

Prioritize the audiences that generate the most revenue by analyzing average session values ​​and conversion rates. Create remarketing campaigns to attract more users of this site to the site. Identify the most effective channels and campaigns to re-associate the audience. It's a great place to start your remarketing campaign. Identify the types of content that interest each audience and create funnels for conversion based on their interests. Use custom reports to determine the average number of sessions per user for each audience, as well as the number of sessions. transaction sessions that can help plan funnels. (Unfortunately, the path length and latency report can not be filtered by public.) Identify common exit pages and site searches for each audience to correct holes in the funnel.

Additional Resources:

Credits Photo

Screen captures taken by the author, October 2018

]

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