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In this video you're going to learn how to get insights out of your audience reports in Google Analytics.

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So firstly to access them just come into the sidebar here you can click on the audience section and

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let's get started by looking at the demographics overview report and the success of any business really

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depends on understanding who your potential customer is.

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And a key part of that is really understanding their age and gender.

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So in this report we can really see a breakdown in the ages and the age ranges of our Web site visitors

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and also the gender split as well.

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So in this case we can see that a significant amount of the Web site visitors.

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Thirty six percent and the biggest kind of age bracket is really between the ages of 25 and 34.

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And also we can see that the there is a heavy split towards males and even of that age.

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So what is this.

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What can we do with this information.

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Well we can really focus in on that particular age group on that particular gender if we wanted to grow

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our business because obviously they are the most active.

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And so if we can appeal to them more in our products in our content in our advertisements then we can

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really grow the business quite quickly and it's great to come in here if you're thinking of advertising

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on Facebook or any other platform to really put in these in this age range and gender because all of

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those platforms will require you to do that if you want to get the best results.

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So coming into Google Analytics and seeing this here is really invaluable information.

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Now just to note that in order for you to get this age and gender information in your web site or in

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your own reports you want to just enable this in you or Oddbins section.

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So if we come into the admin section and we come into property settings you just need to come in and

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make sure that this is enabled your demographic and interest reports and coming back into our audience

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reports.

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Let's come down now into the interests overview report.

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This can be pretty high level stuff sometimes but it can just be interesting to get a look into the

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interests of your audience.

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What are some of the things that they like and this can give you some ideas about maybe some related

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products that you could create or maybe businesses in related but non-competing industries that you

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could start to partner up with in order to appeal to that same audience so you can see some of it is

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pretty high level but even just to get a sense of who are the audience and what are their top interests

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that can really help spark some ideas.

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Now let's move on then to the geographic reports.

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And these are often some of the most interesting reports that you can start to dig into so we can see

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that English is the most popular language.

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61 percent.

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And so if we were creating ads or content where we can continue to do it in that language if we saw

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another language where there was a significant amount of users go completions then we could maybe start

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to create content to better serve that audience in their native language.

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If we come down into the location report then once again we can see the top locations of our Web site

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visitors for an online business you might not be too concerned with this if you're selling a digital

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product.

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But if you were a local business or you were a national business with retail stores then you'd really

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want to see where are the cities that are hitting your Web site the most.

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So you could pretty Make sure to serve those customers in that city better.

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You could open up more retail locations hold events etc. where if you're an e-commerce store then you

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really want to make sure that I was able for example to ship easily to India that the fees in terms

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of shipping or not too expensive.

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Maybe look at ways to reduce those fees if there were some in order to better serve those customers.

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And again this information is just invaluable if you want to build a profile for your ideal buyer that

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you can then use in advertising.

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Now moving on then let us have a look at the behavior report and the new and returning visitors can

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give us an insight once again into our audience people who are visiting for the first time or that are

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coming back again and again.

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So in this case we can see 81 percent of our visitors are new visitors so maybe there is an opportunity

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to really increase the number of returning visitors.

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Maybe thats by building a bigger email list and if we had a content site we could make sure that we

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email them every time we released a new piece of content or maybe even an e-commerce site building that

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email list again and emailing them when you have new product releases or sales in order to try and encourage

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those existing customers or email subscribers to keep going back to the site living on then then we

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have the technology reports and again these are extremely useful to look at and really understand what

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are the devices and the browsers that are audience are coming to our side on what we want to do and

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maybe a quick check here is to have a look at the buy in straits and to really look at if there were

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any browsers where there were is a much higher than average percentage of bounces so we can see here

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apparent Minni.

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Its only 1 point to 4 percent of our total number of users but there does seem to be a little bit of

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a higher bounce rate up here in Safari.

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There does seem to be this is seventeen point seventy four percent of our users over the last seven

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days.

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And there does seem to be a much higher balance rate here so maybe thats something we could investigate

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test web site on that browser to make sure that everything was working okay coming down to the mobile

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report.

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Then we can really see the split in terms of whether people are accessing our website on desktop mobile

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or tablets.

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And we can see here that there is actually quite an even split between desktop and mobile and tablets

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out of those up.

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Some sites are heavily geared towards desktop like online trading site like it used to be.

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They have a lot of desktop users.

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And so if youre asking people to link off and check this check data.

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It's going to be easy for them to do.

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If a lot of people were accessing a mobile that's not going to be easy to use.

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So again just understanding how low your users are accessing your site can influence a lot of decisions

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you make about the design of the site the content and even how you target them once again in advertising

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and looking down at the benchmarks report says can be pretty interesting as well.

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We can really see how our side is comparing versus the benchmark of people in our industry which we

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can select here and which we will have selected when we set up our Google Analytics account so we can

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have a look at it in terms of our different channels how we might be performing against the average

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of people in our industry and that's based on the average of people using Google Analytics and submitting

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their analytics to Google.

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So that can be pretty interesting in terms of seeing how you get traffic to your site versus maybe some

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competitors for example.

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This is an e-commerce schottische is a shopping site.

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You can see that in terms of referral traffic and organic search.

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We are significantly higher than the competition and were significantly lower than the competition in

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the normal channels maybe for e-commerce traffic which would be paid search or general advertising.

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So that's just interesting to note.

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It's it's just interesting to get their perspective on how other sites are laid eyes and maybe some

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of the marketing tactics that they're using as an industry to see how that compares against how you

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are you really getting those maybe similar users to arrive at your Web site so that you know how to

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get some insights of these audience reports come in to your Google Analytics account and have a look

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at this information and ask some of those questions that we've been asking in this video.