Demographic and Interest reports: Do you know your target audience?

Demographic and Interest reports: Do you know your target audience?

Demographic profiling has been a marketing tool way before I started out in the online world and there is a variety of tools that can be used to obtain a comprehensive customer profile.

This is why I was over the moon to find out about the Demographic and Interest reports in Google Analytics. The reports look at Age, Gender and Interests. In combination with other reports this can give an even greater insight into your target audience.

man-woman-vector

Age, Gender and Interest Reports

A good way of approaching the reports is to look at some of the burning questions you may have about how you users interact with your website.

The overview report is a great place to start. This will help you answer some basic questions.

For example;

  • What is the gender distribution of visitors to my site?
  • What is the distribution of differnet age groups?

Demographics Overview

Demographics Overview - Blog - July 2015

This may have answered the fundemental questions, but it doesn’t really give you much to act upon.

Depending of your website objectives there are a variety of ways to explore your data. Below are some ideas using additional reporting features such as Secondary Dimensions, Advanced Segments and Custom Reporting to answer more specfic questions.

Secondary Dimensions by Age & Gender

Secondary Dimensions by Age & Gender - Blog - July 2015

We previously, in the overview report, looked at age and gender seperatley. Using secondary dimensions you can view age and gender with the associated metrics (Sessions, New Users etc.) together. These will be shown in separate rows, giving you a deeper understanding of the distrubution of gender against different age groups.

Custom Reports by Age, Gender and Affinity Category

Custom Reports by Age, Gender and Affinity Category - Blog - July 2015

Why stop there? With custom reports you can have up to 5 dimensions side by side when using a flat table and choose metrics that best align with your objectives. This is particular useful for Google Display campaigns. You may be able to create more targetted campaigns and tailor your creative accordingly. Does your current display creative speak to the right target audience? This could be a great way to find out.

Advanced Segments by Age and Gender

Advanced Segments by Age and Gender - Blog - July 2015

 

Now that you have fantastic insights into your users, Advanced Segements will be your new best friend. Once an advanced segment is applied it can viewed with other reports. You now may want to explore other questions.

For example;

  • What device do males between the ages of 25-34 use?
  • Which browsers do males between the ages of 25-34 use?
  • How are males between the ages of 25-34 getting to the site?

Please feel free to use this advanced segement for males aged 25-34 as a template- https://goo.gl/SccbPP (you will need to be signed into to google analytics)

Things to Consider

You should use the Demographic and Interest reports as a way to analyse trends rather than expecting the data to be 100% accurate. Some data for an individual is sensitive and Google will not provide data for an individual’s cookie. This is why you may see the message in your Analytics Account “Some data in this report may have been removed when a threshold was applied.”

Additionally, we are in a multi device world with potentially more than one person using the same device. Check out your Ads Settings at home and at work, you will be surprised how different they can be. A user can change the settings that could affect the data you see in Google Analytics.

In order to view these reports you will need to do a few additional steps, if you want to know more or need help, please feel free to contact me [email protected].

Social Share