Google Analytics 4 has rolled out a new Audience report.
Marketers can use this new feature to identify their most engaged and profitable audiences.
The report includes any audience that has at least one user in the specified time period.
Why we care. Finding out who is engaging most with their campaigns and websites will enable marketers to better understand who their target audience is. They can then use this data to make informed decisions on improving their marketing, which could increase conversions and ROI.
How to access it. In order to view the report, follow these simple steps:
- Sign into your Google Analytics account.
- Select the ‘Reports’ button on the menu located on the left-hand side.
- Select ‘User’, then scroll down to ‘User Attributes’.
- Click on ‘Audiences’
If you cannot see the report, ask an administrator or editor to add the report through the report library.
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Metrics. The Audiences report will include the following metrics – which can be added or removed by an editor or administrator:
- Active users
- Average session duration
- New users
- Sessions
- Views per session
- Total revenue
Dimensions. The new report currently includes one dimension:
Deep dive. Read Google’s Audience report guide for more information..
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About the author
Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.
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