Researching Your Audience in Google Analytics – a Step By Step Guide.

Researching Your Audience in Google Analytics – a Step By Step Guide.

From time to time, you need to update your audience persona with data backed research. Your products and services will change. Trends and fashions come and go. Your audience gets older, and their influences change. One way to research who is visiting your website is to look at your audience in Google Analytics.

As we go through each section, make a note of your highest converting demographics. You may need to set up Conversion Goals to do this.

Remember, your target audience is the demographic that spends the most money. If you find your traffic is out proportion to the conversions or the audience you want, you’ll need to niche down. Target your advertising and website to the audience who spends the most money.

Navigating to the Audience Section in Google Analytics.

1. Open Google Analytics. You’ll need to log in with the Google Account associated with your business/website.

2. On the left-hand side of the screen, click on Audience. This will open a drop down of different options.

3. To research your audience persona, you’ll need the Demographics, Interests, Geo, and Technology tabs.

Grab a pen and paper, and get ready to make notes on your audience!


The first tab we will start on is Demographics.

Overview Tab.

Age and Gender give an excellent overview to whom you need to marketing to. Your copy, photos, products and models should reflect the target audience.

You can segment these audiences by different metrics. For example, if you segment by bounce rate, you can see which genders and ages are leaving your page. This is particularly useful if you are currently trying to target a broad audience.

Age and Gender Tabs.

Clicking into Age or Gender will give you a traffic breakdown for each demographic. If you have Conversion Goals set up, you will be able to see how each demographic breaks down.


The tab marked Interests shows insights into the types of people who land on your site. Google stores this data as users browse the internet.

Google Analytics splits interests into two groups: Affinity and In-Market

In-Market Segments shows the interests of users who are actively searching for your product or service. It attempts to give context to their reasons for browsing.

Affinity Categories shows the longer-term interests of the users. Google bases this on other browsing patterns, such as the blogs they read, videos they search for and products they buy.

Making notes on the interests of your audience is useful. Researching the most popular categories will help you add a twist to your content. If your audience is heavily into entertainment media, you could use those into your content. You could create blogs related to entertainment media, such as ‘9 things Game Of Thrones teaches us about marketing’ or ‘How watching the Simpsons can make you a better public speaker’.


Targeting the right audience by geography is essential. If you are a small shop in Essex, then having a massive amount of traffic from America might be worrying. However, if you are a global enterprise, keeping a track on the location of your audience could help improve your conversions.


The language tab shows the user’s default language on their computer. If you are getting a high amount of traffic from a different language, you may consider translating your website into that language.


The Location tab can show you where your users are globally, and where they are locally. Under the map is an option to change the segments.

Keeping an eye on countries might help dictate if you need a translated website, or pay closer attention to local culture. High traffic from a particular city might persuade you to do an event there for fans or open a shop in the area.


Knowing what devices your audience prefers can tell you a lot about the user. It also shows you which device you should be focusing on.

Word of warning here. Just because one device isn’t converting as well, doesn’t mean it’s not popular. Look at the traffic on this one. If there is a huge discrepancy, you may have an issue with that version of the website.

A client told us that they didn’t need to focus on mobile – it didn’t convert, despite high amounts of traffic. With a bit of digging, it turned out their mobile website was almost impossible to use. With a couple of quick fixes, conversions went up by over 100% overnight.


Using Google Analytic to understand your users is a great way to find gaps in your audience persona. In-depth knowledge of your audience helps conversions and customer loyalty. Remember – market to everyone and you market to no one.

YMG are a full-service digital marketing agency based in Chelmsford, Essex. We specialise in the sporting and fitness market. However, our elite sporting principles and services can be used to enhance any business.

YMG are home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.


Comments: 1

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