Audience Reports Demystified

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Audience Reports Demystified

Audience Reports Demystified


Reports available in this category can be leveraged for segmenting your visitors into these main profiles:

  1. Demographic
  2. Behavior
  3. Technology
  4. Social
  5. Mobile
Report Name Explanation
Overview Provides baseline information that is particularly helpful when viewed in the context of another time period.
Demographics Helps you compare location, language, and any custom or user-defined variables.
Behavior Helps in segmenting your visitor's behavior including new vs. returning metrics, frequency of visits, and their engagement with your site.
Technology Helps quantify some IT-related metrics for your website.
Social Helps looks at overall social media engagement between visitors and your website.
Mobile Compares your overall traffic in regards to users accessing your site via mobile devices.

In the following sections, we will explore applications of different reports available in this category.

Visitors Overview Report

As the name suggests, this report provides an overview of the most important data available in the Visitors section of Google Analytics. This report has the following components as shown in the screen shot.

Visitors Report

  • The left-hand side of metrics is derived from the Visitor Trending section. Each of the titles in this element is a link to a full report available in the Visitor Trending area which will be covered later in the manual. This section provides answers to questions such as how much traffic you received (visits), what was the engagement (Avg. Pageview, Time on Site and Bounce Rate) and how many new customers you were able to attract.
  • On the right-hand side, we see a quick breakdown of new vs. returning visitors on your site.
  • And, at the bottom, you're able to click on any report on the left-hand side, and view the corresponding high-level results on the right. In the above screenshot, we were focused in on the Language report.

Location Report

The Location report provides Geo Targeting, which shows where your visitors are located geographically. The map Overlay feature provides you with several ways to cross segment your visitors in reference to their geographical presence. We will explore more features during our online session. Here are some ideas where you can use these insights:

  1. Map overlay report is helpful in geo-targeting your online marketing campaigns. For example, using Google Analytics, we can determine which of the courses are popular in particular cities (e.g., our SAS series courses are more popular in California, etc). Based on this we might decide to heavily market SAS series courses in California.
  2. You can leverage the map overlay report in identifying the most lucrative geographic markets to possibly expand your business activities.
  3. To identify which what type of online visitors (e.g., new vs. returning, buyers vs. non-buyers) a particular region is sending to your website.

Map Overlay Report

Exploring the New vs. Returning Report

This report shows the number of new and returning visitors to your site in the context of site usage, goal conversions and several other metrics.

Here are a few ways in which you can leverage this report:

  1. Use date range comparisons to identify if your marketing campaign is effective or not in acquiring new customers. This simple logic can be applied if you are running a retention oriented marketing campaign.
  2. When you have set up macro or micro goal conversion using Google Analytics (e.g., Newsletter Sign-up, Contact Us Form Submissions, Purchasing Products, Printing Coupon Code, etc). You can use this report to see whether new or returning customers are fulfilling these goals.

New Vs. Returning Report

Exploring the Frequency & Recency Report

This report shows the number of visits each visitor participated in during the time period you chose (frequency) and the number of days since a visitor's last visit to your website (recency).

Here are a few ways in which you can leverage this report:

  1. Use the Frequency report to determine if your site is successful. If you have a content site, and you want visitors to check out your site regularly, make sure these numbers match your goals. On the opposite side, if you are an e-commerce site, you can determing a potential customer's sales cycle; are they buying right away, or do they keep coming back to check out your offerings?
  2. Use the Recency report to see how many days in between visits. Using the thought process above, this report can also help determine success rates of your website.

New Vs. Returning Report

Exploring the Technology Reports

This report features both the Browsers & OS report and the Network reports. This is an ideal grouping of reports for your IT team, when considering website changes, such as: flash components, interactive video displays, font choices, and more. Specifically using the Browsers & OS report, we can see which browsers and operating systems bring you the most website traffic. For example, if your IT team has come across a great new website widget, but it's not fully compatible with the older versions of Internet Explorer, you could estimate how much of your website traffic would be missing out on this new feature.

New Vs. Returning Report

Exploring the Social Reports

These reports show you how many website visitors are sharing your content through social media (eg. liking one of your pages from the Facebook acount, tweeting one of your latest stories, etc.). Please note: you do need to setup additional tracking code on your website to fully setup. See this link:

Here are a few ways in which you can leverage this report:

  1. Using the Engagement report, you can see a simply, yet effective, report of showing how many of your website visitors are "socially engaged" with your site. That basically means participating in one of the next activities.
  2. In the Action report, you will be able to see which social media platforms (Facebook, Twitter, Google+, etc.) your website visitors are using most to share your content.
  3. Use the Pages report to see which web pages of yours are the most popular for website visitors to share with their social connections.

New Vs. Returning Report

Exploring the Mobile Reports

This report compares the number of your website visitors that are accessing your website via a desktop or laptop, compared to those accessing through a mobile device.

Here are a few ways in which you can leverage this report:

  1. Use Overview report to see the actual numbers in the form of a yes or no answer to the question; "Are website vistors using a mobile device?" This is a key report to understand. If you have a high number of mobile visitors, make sure your website is mobile-friendly and optimized for mobile use.
  2. In the Devices report, you can see various breakdowns of actual devices your website visitors are using to access your website.

New Vs. Returning Report


This tutorial is based on Webucator's Introduction to Google Analytics Training Course. We also offer many other Google Analytics Training courses. Sign up today to get help from a live instructor.