1 Learn the concept
Audience reports are among the most important reports in Google Analytics because they give you insight into your visitors. They show who they are, where they come from, what devices they use and how they behave. This lesson explains how to read them and what to do with what you learn.
2 See it in action
- Demographics and location show who visits.
- Device and browser data show how they visit.
- New and returning visitors show loyalty.
- Use findings to adjust content and targeting.
Worked example
Finding a problem
Mobile visitors are 68 percent but convert at 1.1 percent. Desktop converts at 2.9 percent.
Hypothesis: the mobile checkout is hard to use.
Action: test the mobile checkout on a real phone.
Result to look for: a higher mobile conversion rate after the fix.
3 Study an example
Example scenario
A site discovers most visitors use phones, yet its checkout is awkward on mobile. The team improves the mobile checkout and sales rise.
4 Apply it and download
- Review your audience reports.
- Note three facts about your visitors.
- Plan one change.
Worksheet Marketing KPI dashboardOpen, print or save as PDF