How to use Google Analytics to analyse your audience

No matter what industry your business is in, understanding your audience will enable you to increase customer loyalty, retention and help you improve your practises.

With the amount of readily available technologies around today, it’s easier than ever to understand your audience and find out who is interacting with your brand and why they are doing it.

Google Analytics has to be one of the top tools in a modern marketers arsenal to do just that. Once you have everything set up you’ll be able to measure a huge amount of data on your web users.

So here are a few ways you can use Google Analytics to help you analyse your web audience.


The core focus of the acquisition tab is to provide information on how your users are discovering your site. For example, if you check out the acquisition overview section, it will tell you how many people reached your site after directly typing your URL into their browser, in comparison to social media traffic, external links or search engine results.


This section displays what your users actually do when they arrive on your website. Here you can find out the most popular pages, how long people stay on a page, the page’s bounce rate and more. With this information you can determine what pages are doing well, and specify which pages need to be improved to keep people from leaving your site.


The audience tab displays general audience insights like age, gender, interests, language and location.

Defining your audience’s age and gender can help iron out any discrepancies in your marketing material. If you’re attracting the wrong audience, you might need to rethink a few things!

The geographical indicators can help you find out where your users are coming from. This is especially helpful if you are deciding where to start a ‘local’ marketing campaign. You could start a campaign to boost your most successful region, or perhaps use the information to establish your business in a relatively untouched region.

Read and comment on the original Forbes article.