How Google Analytics Helps You Evaluate Your Audience?
Google Analytics is free to set up. And with social media ads and marketing campaigns ruling the marketing channels right now, you will need to use Google Analytics to better evaluate your audience. Here are the two main things that you can and should use Google Analytics for in order to better understand your audience:
1) Learn the Components that Form Your Audience
Google Analytics can tell you what groups of people and what demographics actually make up your audience – like age, geographical location, gender, etc. Plus, Google Analytics not only tells you how many people and what kind of audiences actually visit your website, but it also tells you what and how such users were driven to your website in the first place. From here, analyzing your audience by age, gender, and even geo location, is the most optimum way to analyze who you are targeting and how to get more from those groups to interact with your website. You can find these kinds of data in the “Demographics” and “Geo” sections of Google Analytics (both of which can be found in the “Audience” section).
2) Learn about Your Most Effective Social Media Channels
Depending on your social media channels, the kinds of updates, posts, and ad campaigns you share, and the main purpose (i.e., product, service, or cause) of your brand, some social media channels will be more effective than others. In simpler terms, this means that some of your social media accounts can drive more traffic to your website than others. This data can be found if you click on the “Acquisition” section, then click on “All Traffic” and then “Channels”.
Finally, use this data from Google analytics to tweak and improve your social media strategy as needed or desired. (For instance, if you see Facebook’s channel as your primary referral source, focus more on that channel to attract your main type of audience to your website.)