How to read Google Analytics Audience Report? Is it hard to understand?

If your client asks how to know their audience, what’s your answer then? I recommend you to answer:

  1. Online and offline survey.
  2. Check Analytics data.


Yup, I think to know more your audience and who buy your product, you can use survey form on your website or hire an online survey company. By doing your survey from your website and third party, you will have more insight to do next campaign or digital plan on target. You can ask them to do a survey by using their customer service too, to gather consumer feedback and complaint.

What kind of analytics data?

In my opinion, you can try to see the Google Analytics data. Google Analytics has Audience report tab. Click audience then Overview. You can see an Audience report similar to this.

Google Analytics audience report

To see your audience interest, click Interest -> Overview. You can see the audience interest report that visit your website. You can see also the demographics, active user, device, geo, etc. A complete and comprehensive report about your audience.

Google Analytics audience interest report

Other than Google Analytics audience report data, you can gather data from social media analytics and Youtube analytics. You can get many insight from those analytics too.

This is my tutorial how to read audience report in Google Analytics.

Pro tip: Easy way to read acquisition report, do you know what Google Analytics can not do?, the difference of visit and session, Google Analytics is hard to understand, and read your organic report now.

What does it mean?

In Audience tab, you will see many tabs that give you many insights, such as:

  1. Overview: An excerpt of all your audience data.
  2. Active users: to know how many of your active user and active page on a period of time.
  3. Lifetime value: to know your audience value.
  4. Cohort analysis: related to user retention.
  5. Demographics: Age and Gender.
  6. Interests: report affinity, in-market segment and other category.
  7. Geo: Language and Location.
  8. Behavior: News and returning visitor, frequency,
  9. Engagement: Session duration bucket from 0-1801+ second.
  10. Session quality: Session with transaction and without transaction.
  11. Conversion Probability: users most likely to convert.
  12. Technology: Browser report and network (service provider) report.
  13. Mobile: User device report.
  14. Cross Device: User device overlap, device path, etc. You should have access for this report.
  15. Custom: Custom variable and user defined report. You should define additional segments to apply to your visitors first before seeing the report.
  16. Benchmarking: by channel, location and devices. You can choose your industry for benchmarking.
  17. User flow: The journey of your user from the sources to your pages. User flow and behavior flow can be tricky to understand. You can read the difference user flow and behavior flow and video explanation here.

Now you have an answer when your client ask: Who is our audience and what is our audience interest?

You may ask them, may I see your the Google Analytics report? Because I want to see your audience report there. Google Analytics audience report maybe not a representation about your whole audience, because it’s just tell us the audience that come to the website. But, this audience report, can give you an overview at a glance about their audience.

3 responses to “How to read Google Analytics Audience Report? Is it hard to understand?”

  1. […] another Google Analytics article about How to read Google Analytics Audience Report, How to read Google Analytics Organic Channel Report, 10 best free SEO tools for blogger […]


  2. […] can see your performance in many tab report on Google Analytics, such as Audience Report, Acquisition report, Organic Report, User flow, etc. and you can see your performance directly from […]


  3. […] of what your visitors do on your website, what your visitors’ keyword on search engine and your audience report (Demographic, interest, location, device, etc.) to help you understanding your visitor on […]


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