Understanding Your Target Audience With Google Analytics

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It is clear that the unprecedented increase of internet users over the past three years is the major factor behind companies transitioning to digital marketing. A study conducted by Cisco predicts that by the close of 2022, seven in ten of the global population will have access to the internet. Additional data indicates that a user’s average screen time of twenty-four hours per week will increase as more products and services are offered through commercial websites. 

Including a website in your branding and marketing strategy is critical for maximizing your organization’s market reach. However, in order to optimize financial capacity, your business website must be crafted to attract, engage, and retain your best customers. 

In-depth research and analysis of visitor activity on your site will provide the data required to determine a more targeted market. A website monitoring system like Google Analytics, will not only track and translate your site’s vital statistics, but it will also save time and cut costs. 

Google Analytics (GA) is a free and secure online app that tracks and filters the shared characteristics of your website’s visitors and generates customized reports from the data collected. Requiring only basic digital literacy,  GA is easy to launch and has a user-friendly interface. To get started,, simply go to the Google Analytics launch page and follow the setup instructions.

Once activated, your GA dashboard displays an overview of your website’s performance, including real-time data and reports. Understanding how to utilize the “Reporting” section will help you to translate the data into an accurate portfolio of your business’ target audience.

Google Analytics generates five main reports that are the framework for your marketing strategy.


This report is most useful during a marketing campaign. It provides insight into the success or shortfall of promotional content by monitoring the number of users currently on each page of your site, and the country they are in.


Under this tab, generate reports to determine the makeup of your top clientele. Each time a person visits your site, Google Analytics collects data such as their age, gender, location, and the type of device they used to access your website.

Create customized reports to:

  • Discover the average age group and gender of your current and potential customers, and create website content that speaks in the language of your target audience
  • Focus advertising campaigns within your top global market locations
  • Configure your business site so it can be viewed and navigated by any PC or mobile device. Always check accessibility when developing and editing your site’s content


Knowing the avenues through which your visitors found your site will aid your marketing efforts. Use this data to attract your target audience through other traffic sources,

Within this report tab, Google Analytics separates website traffic into four sources:

  • Organic – traffic from search engines like Google
  • Direct – visitors who have typed in your webpage URL or who have clicked on a bookmark within an email or document
  • Referral – traffic from links in other websites
  • Social – users who come to your site via links on social media platforms such as Facebook

To boost referral traffic to your website, include its URL in email signatures, attach a link to your company’s letterhead, collaborate with other vendors in sharing advertising links on each others’ sites, and direct traffic from social media platforms by setting up Facebook, Twitter, LinkedIn, etc. accounts.


Generating reports from this tab will provide in-depth information on the performance of each page of your site, and your website’s overall performance. See the number of unique visitors, how many users visited each page, the average viewing time, and login, bounce and exit rates.


Use this set of reports to discover how your visitors interact within your website. See subscription rates, products or services purchased, and purchase order details.

According to the 2021 Quarterly E-Commerce Sales Report released by the U.S. Department of Commerce, online sales of products and services totalled $870.8 billion, an increase of 14.2 percent from the previous year. With online shopping gaining memento at an incredible pace, there has never been a more critical time forgetting to know who your best customers are.

Build and sustain the right client base for your products and services by implementing a data-driven marketing strategy. Google Analytics gives you a clear and complete view of visitor demographics so that you can easily see what is working, and what is not working and promptly make the necessary adjustments to your business website,


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