Video: Google Analytics Audience Segments Mini-Tutorial

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Can Raven tell me about my website’s audience?

Of course it can!

With our new Google Analytics upgrade we can give you all kinds of information about the people visiting your website.

Navigate to the Campaign section of the side menu, and select Google Analytics. Click on the plus sign next to the Audience section, and you will see all kinds of information.

The first section is an overview of new vs. returning visitors to your site. You have the capability of turning on or off any of the metrics in the graph. And you can always add a trend line. As with all of our new tables in Google Analytics, they display red/green, loss/win color coding for comparison data in the tables.

You can see information on Frequency and Recency of visits (now called Sessions.) You can see how many people visited one time, what percentage make up those visitors and how long their sessions were.

You can also see information on Audience Engagement. This shows how long they stayed on your site. You can change the Primary Dimension of this table to Page Depth and see how many pages they viewed on your website. Again, the color coding gives you an at-a-glance view to measure the “stickiness” of your website.

Something a lot of customer are interested in is mobile information. Do you know how many people are coming to your website from mobile devices? In the Mobile Overview section, you can see whether people are coming from a desktop computer, a mobile device or a tablet. You can change the table content based on whichever view your prefer.

What I think is really cool is you can see which mobile devices specifically people are using to visit your website. You can see whether visitors using an iPad are trending up or down, for example and determine the value of those. You can literally see which mobile device they are using, such as the SONY C5303 Xperia SP.

You can also view where a visitor came from geographically by country, region and city accessible by navigating to Primary Dimensions. And you can discover visitors based on language spoken, which could help you determine if you need create language-specific sections of your website.

Finally, in the Audience section, you’ll see Browser and Operating System. If your website is optimized for Firefox that may mean the user experience may not be optimal for someone using Chrome. If you see more traffic from Chrome than Firefox, then you should optimize your website for Chrome. as well. (Ideally, your website should be across all browsers.)

Again, navigate  to the Primary Dimensions drop down menu, where you’ll see exactly how your visitors are viewing your website: Flash Version, Java Support, Operating System, Screen Colors and Screen Resolution. This provides more granular information for which you can optimize and improve the overall user experience.

Remember, our online reporting tool displays all of the Google Analytics data using the Report Wizard.