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Understanding Audiences Report in Google Analytics

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Understanding Audiences Report in Google Analytics

The term ‘Audiences’ in Google’s Analytics context refers to a group or segment of users who display some common characteristics or attributes that are meaningful to your business. These attributes or characteristics are valid for a particular time frame. One particular user can show different attributes in the different time period and can be a part of multiple audiences depending on the user segmentation. The report of audiences includes only the audience with their related data that you create in Analytics.

Google’s New Report in Google Analytics also analyses website audiences. This report can be accessed manually by clicking the path audience>Audiences. By default, it is empty because it requires you first to build the audiences. It can be done by following the same steps to create remarketing areas into Google Analytics.

A digital marketing company in Delhi creates an audience report following the below-mentioned steps:

  1. Defining an objective – This involves putting down the traits or attributes that a business needs to understand from a report. For example – a business will want to understand what products are more popular amongst the customers and how much is its impact on its revenue.
  2. The conditions those are necessary to attract and create your audience.
  3. Deciding the destinations where you want to publish your audience.
  4. Use advertising report features.
  5. Finalize the method to be used for the purpose.
  6. Building and publishing the audience.


You can use audiences in a custom report, dedicated report and segments. Google analytics ‘Audiences’reports help to understand:

  • The total number of users in the audiences including the new ones.
  • The level of user engagements from the audiences that we have built.
  • The way the user engages and his response considering a brand’s objectives.


Once the audiences have been configured, the audiences report will show the metrics that will give information like:

  • How much traffic is being driven or how the audience is generating much new business.
  • Based on the bounce rates, times spent on the website and pages per session, how is the user behaving with the site.
  • How many visitors are converted into customers?

By matching the Google Analytics audience with an AdWords audience, a digital marketing agency in Delhi deduces significant information that helps in:

  • Analyzing and adjusting the time and budget that should be kept for advertising for a particular segment.
  • Identify and remove the segments which are not performing up to the standards.
  • Identify and evaluate the content that engages the users on the website.
  • Identify the audience that is interested in our brand.
  • Work on building the content and focus marketing efforts towards the target audience.
  • Finally, increase conversion rates and revenue.


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