Google Analytics (GA) has always been a great tool to understand the consumer journey and behaviour on websites. Successful marketers use statistics from GA and similar tracking systems to optimise their marketing strategies and plan for the future campaigns.
Until recently however, GA data did not include the most essential information used in marketing planning exercises; users demographics.
From January 2014 all GA users will be able to see the following demographic and online behaviour reports:
- Age: break down of users by age.
- Gender: break down of users by gender.
- Affinity Categories: break down of users based on their lifestyle (frequent travellers, music lovers, holiday makers, etc).
- Other Categories: break down of users by the topics of content they consume online (business and finance, travel, sports, etc)
These reports can be filtered and segmented within GA to learn more about visitors for different parts of the website.
For example, property agents will be able to generate dedicated demographic and interest reports for their property sales, lettings or commercial sector. This will identify targeting options such as age group, gender and behavioural targeting.
The following are three benefits from age, gender and interests reporting on GA:
- Consumer segmentation: While the standard reports allow you to understand how different ages (or gender, affinity…) are performing, using a segment will enable you to merge this data with other interesting dimensions such as campaigns, country or content. For example, you can combine the geographic location of users visiting a certain section of your website and their age group and or gender.
- Remarketing activities: Since the reports mentioned above are also available for Google Analytics’ remarketing, you will be able to use the insights discovered above when creating your lists. So, for example, if you discover that the Music Lovers category for ages 25-34 is underperforming significantly, you could create a remarketing list for those people; using this list you can create a campaign to reach out to them in other websites in the Google Display Network with a special “Musical” offer.
- Analyze A/B Tests: If you are A/B testing a holiday page to see which creative works better (a photo of a family on holiday, a couple walking on a beach or a photo of a resort). The overall test result shows you that the couple image would increase overall conversion rates by 30%. However, using the Age segment described above, you might see that the results vary significantly among different age groups. And you might find out that the best creative for 18-24 is couples photos, 25-34 is resorts photos and 35-44 is family on holiday photos.
With Google Analytics Demographics & Interests reports we can now optimise your website based on your visitors in a smarter way. Get in touch with Four Communications to help you enable and analyse your reports to optimise your website content, user experience and media schedules.