skip to Main Content
0800 1816249 [email protected]
Audience, all the important data collected from Google Analytics

Audience, all the important data collected from Google Analytics

Audience, all the important data collected from Google Analytics. Are you wondering if your site is visited more often by women or by men?

Or maybe you would like to find out from which devices or locations your website is most often reached. In today’s blog post we will tell you what information about the audiences you can find. For this case we will talk about Google Analytics tool.

What is the Audience Report in Google Analytics?

The Audience Report in Google Analytics provides information about users who visit your website. You can group them according to various attributes.

Therefore, you can get lots of useful information about:

  • how many users regularly return to your website;
  • how much time they spend there;
  • who are the visitors to your website.

These are essential facts that allow you to introduce changes to the website on an ongoing basis. In this case, you can adapt it to your target audience profile.

Basic metrics related to website visits

What does Google know about your users?

In order for Google Analytics to correctly identify users while collecting the relevant data, it is necessary to recognize which visits were generated by particular users.

For this reason, each of them has a unique and persistent identifier. This is sent during each of the actions taken. For example, as a Google Analytics cookie or by using User-ID.

How does Google see your audience?

Google will assign users’ interests, age and other features, which will display later in Google Analytics. This is based on their account settings, searches and online activity.

On their basis the search engine also displays Google Ads according to their behavior. Check how Google sees you!

All you have to do is go to your Google Account in the Ad Settings section.

By clicking on “Ad personalization”, you will see all the information Google has collected about you. You can edit them, delete interests or add new ones.

Google Analytics and GDPR

Google only collects information in accordance with the privacy acts and regulations. For example, the European Economic Area’s General Data Protection Regulation (GDPR).

By definition, personal data consists of information necessary to identify a specific user. Data such as age, interests, and country are not enough to identify a particular person.

Therefore, they are not considered personal data. What is important, some time ago Google introduced auto-delete controls in its settings.

If you want to disable Analytics data collection/advertising personalization, Google gives you such a possibility. If you want to discover how to do it, check the privacy controls in GA.

Audience overview

The data related to the users visiting our website are divided into the following parts:

  • sessions: user activity on your website at a given time. By default, the session time is 30 minutes. If the user is inactive during this time, the further actions will be attributed to a new session. If the visitor returns to your website for half an hour the session is counted as the original one. The session duration can be changed in the Google Analytics tool. Useful on pages with videos or long-form content;
  • users: the number of users who visited your website. This number is identified by cookies. One user can perform multiple sessions;
  • pageviews: the number of pages viewed. If the user visits 3 different pages during one visit, it will generate 3 pageviews in total. But it will be counted as 1 user;
  • average session duration: the amount of time on average users spend on your website;
  • bounce rate: the number of visits during which users have visited only one page as compared to all visits. This rate is calculated as a percentage. Bounce rate informs you how many people visited only one page and then left your website;
  • in Overview section you will see a chart with the percentage of returning and new visitors in a given period.

In the end, you will learn more about the location of your visitors.

You can find out from which country and city they come from. As well as what browser, operating system, service and screen resolutions they use when browsing. Would you like to get more precise information? Click “View full report” and you will get all the data you need.

Active users

In this section you can check the number of active, unique, users who have reached your website. We are talking about those who generated a session.

By default, the panel displays a graph of users active during 1 day. However, it is also possible to view a report for 7, 14 or 28 days.

Audience: data on website visitors

1. Demographics and interests

In these reports you can identify the visitors to your website. You will be able to learn more about their age, gender and interests. The data is available in five dimensions:

  1. age: 18-24, 25-34, 35-44, 45-54, 55-64 and 65+;
  2. gender: female or male;
  3. affinity categories: users divided by their lifestyles;
  4. in-market segments: division according to the products-purchase interests;
  5. other categories: more specific data on users’ interests.

2. Geographical data

Geographical data are related to the location of users. The data will show you where the visits to your website come from.

Data in this section divides into specific primary dimensions, including:

  • city;
  • country;
  • continent;
  • subcontinent.

3. The audience behavior

The Behavior section contains information about users:

  • who comes back to your website more often (new or returning visitors);
  • what is the frequency of their visits or engagement (time spent on the website).

4. Technology

In this section you will find out more about the technologies used to reach your website. You can check which web browsers and operating systems they use.

Or what is the typical screen resolution of users monitor. Or whether they have active Flash and Java support. This data allows you to better adapt your website to the customers’ needs.

You will be able even to detect errors in some browsers or resolutions.

5. Mobile

The Mobile section presents web traffic on mobile devices. Here, you can recognize specific models of mobiles from which users visited your website.

6. Custom

By using custom variables you can extend the range of segments. In this way you will be able to gain an even better understanding of the customers. Or how they react to your website.

Why do you need the audience data?

Data about the users visiting your website are extremely important. With them, you can come to some valuable conclusions.

Analyzing your visitors you can, first of all, check whether your offer and marketing campaign reaches the relevant target audience.

Also, you will be able  to introduce some changes to the website. For example, adapting to the age and gender of the users interested in your service/product.

What’s more, you can detect errors in displaying the website on mobile devices. Or various screen resolutions or web browsers. In this way you will be able to solve the existing problems.

Many visitors of your website come from foreign countries? In this case, maybe you should consider launching new language versions of your website. Therefore, you will have the opportunity to extend the online business to other markets.


The above-listed functionalities of the GA tool will enable you to learn more about your users. Thanks to them, it is possible to adjust the website more accurately to your customers’ needs.

Moreover, you will be able to remove the existing errors. All this can contribute to increasing both web traffic and conversion rate. For more info about this topic don’t hesitate to contact this SEO agency (SEO Munich)!

Back To Top