The Google Analytics Audience Menu identifies the types of users the website is connected to receives. As traffic can come from all over the world, the analysis should exclude users that don’t constitute business traffic. To do this, generate a segment that constitutes only relevant traffic to the business. Examples can include gender, age, location-specific segments.

Google Analytics Audience Menu Overview

In my analysis, I limit the incoming traffic only to visitors located in Cambridge and the surrounding councils. By limiting the traffic to a geo-specific location, the Audience Overview shows this result:

Google Analytics Audience Menu - Overview

Based on the above data, users coming from Cambridge have a high avg. session duration and visit more than one page. In short, it’s highly engaged traffic. However, only 20% of first-time visitors come back as returning users.

  • Follow up business question: Is the low percentage of returning users affecting the number of conversions?
  • Follow up marketing question: And if the above is true, how can we encourage users to come back?

Suggestion: Identify traffic sources, audience identity (age and gender), landing pages, pages visited. Then, generate a campaign that drives that segment down to the same path.

Google Analytics Audience Menu Active Users

In the audience menu, Active Users shows the number of users who visited the website within the last 1 to 30 days of the selected time period. Indeed, users who returned to the site came back for the entire time period (from an initial 26% to a final 22%).

Google Analytics Audience Menu - Active Users
  • Follow up business questions: Do the returning users have a higher monetary value?
  • Follow up marketing questions: If the above is true, what’s their path to conversion?

Suggestion: Identify first-touch point source, touch-points before conversions, landing pages. Set up a conversion funnel for future traffic.

Tip: when launching a campaign, the Active Users menu identifies if a brand awareness or lead-gen campaign drove the right audience both in terms of conversions and engagement.

Google Analytics Audience Menu Lifetime Value

Frome the Lifetime Value menu PPC, Referral and Affiliate Traffic deliver the highest LTV for goal completion.

  • Follow up business question: should the business invest more into PPC, affiliates and referral traffic?
  • Follow up marketing questions: Do other channels contribute to the overall conversion? Google Analytics assigns a value to the last traffic source prior to conversion without taking into account all the touch-points before.

Suggestion: Use the Attribution Beta to identify all the sources that contributed to conversion and how they all worked together to deliver a business and marketing objective.

Google Analytics Audience Menu Demographics, Interests, Geo

Demographics, Interests and Geo menus provide some additional insights into the incoming traffic. First, if the traffic constitutes the business ideal audience in terms of age, gender and geography. And if it’s the case, which segment is the most valuable.

If we look at the data below, returning users do not hold a higher frequency of conversions when compared to new users.

Google Analytics Audience Menu Demographics Interests Geo
  • Follow up business question: Do the returning users hold a higher monetary value compared to new users?
  • Follow up marketing questions: If the above is true, do they convert multiple times?

Suggestion: Use the Attribution Beta to identify the monetary value associated with returning users.

Tip: The Interests menu can provide additional insights into the audience’s interests – from travelling to cooking, the menu offers ideas on content creation.

Google Analytics Audience Menu Technology

Technology shows the browsers visitors use when landing on the website. Based on the table below, the website should offer an optimised user experience for browsers such as Safari, Chrome, Firefox and Internet Explorer (desktop) and for Opera, Samsung, Android (mobile).

  • Follow up business question: Does the browser experience affect conversion volume?
  • Follow up marketing question: If the site is optimised for all the browsers, what else can be done to encourage conversion?

Google Analytics Audience Menu Benchmarking

Benchmarking is essential to establish how well the business is doing compared to similar businesses. After selecting select the closest industry, region and daily traffic, the menu shows a comparison between the website data and the industry benchmark.

The marketing strategy for the business focuses on lead-generation via an organic social media presence, PPC campaigns, third-party referral and email campaigns. Organic or direct traffic drive returning traffic. Which is exactly what’s happening as shown in the table below:

Based on the above data, users have a good website experience as indicated by a lower bounce rate and a higher time on page than the industry benchmark. However, a higher percentage of new sessions and a lower number of pages/session could indicate that visitors remain idle on the open page causing a new session to get recorded.

  • Follow up business question: How can we increase incoming traffic? And does the number of pages/session influence conversions?
  • Follow up marketing question: What’s the cost of a PPC, Referral and Affiliate campaign?

Suggestion: Generate lead-gen campaigns using PPC and referral/affiliates as the source of traffic. Encourage multiple pages/visit if that increases conversion volume.

Tip: When benchmarking select a time frame that is representative of the business. For instance, a timeframe whose traffic is above or below average might not represent a true picture of the business.

Google Analytics Audience Menu Device & User Flow

The Device menu shows that users discover the site via mobile and come back via desktop. This result indicates that the site should be mobile optimised to encourage lead-generation traffic.

The Users Flow menu shows on which page users land and what pages they visit before leaving the site. Based on the below data, if users land on converting pages such as the buy now page or the contact us page, users leave immediately. If they land on the homepage, they mostly visit a specific product page and after that the buy now page. However, other product pages are not that popular and when visited, people do not proceed to the buy now page.

Google Analytics Audience Menu User Flow
  • Follow up business question: How can we drive traffic towards the path that leads users to key business pages? How can we encourage users to convert rather than exit the sites?
  • Follow up marketing question: What sources and user segments visit the pages that lead to conversions? What is missing from the pages that visitors abandon?

Suggestion: Generate lead-gen campaigns that drive users along the converting path. Identify road-blocks along the abandon funnel.


Google Analytics is just a tool if it doesn’t solve marketing and business questions. The Audience menu answer questions such as:

  • The overall quality of your incoming traffic
  • Additional traits of your users, such as age, gender, location
  • Browsers and devices most commonly used
  • How effective a campaign is in retaining traffic
  • How effective the business is compared to others
  • The traffic sources with the highest conversion volume
  • The pages that help driving conversions

Each answer should drive a follow-up action. In certain instances, the follow-up action requires additional information that can be provided by other Google Analytics menus.

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