- [Instructor] So we've looked at some
of the interface tools
and as such we viewed a couple of these reports as examples,
but now it's time to dig into the reports themselves
in a bit more detail.
If you still have your segment enabled
from the last video,
you'll probably want to go back to the All Users one here
for the time being as we look through this
and the reports we're going to look at here are
in the Audience tab in the left-hand navigation.
First click on Overview.
These are going to give us some
of the most sought after information about the number
and types of users visiting your site.
They're going to help us as analysts paint the story
behind who these users really are
and in here your audience is going
to be segmented by useful dimensions
such as demographics, location, device type,
and even their interests.
Overall in this chapter, I'm going to go over some
of these commonly used essential audience reports
and how to utilize them to best extract
the most useful data for your analytics needs.
Now, in this video I'm going to introduce all
of these reports to you
so you have enough of a foundational overview
and you can come back and choose to look deeper
into the reports that are best suited
for your own objectives.
So at the top here, we have the Audience Overview,
which we're going to go over in the next video.
The overview contained in all these sections provides
a condensed report with a variety
of the key metrics across a given section,
so next, down here we have the active users report
where you can see the number of active users
on your site,
one through 28 day periods,
and here you can see if you're able to retain the same level
of user interest across different periods of time,
or if you need to optimize your site
to attract more users overall,
or even users within a certain segment,
and you can select each of these as you like.
The next two reports down here are both in beta
at the time of this recording.
You have the lifetime value report.
Here you can analyze the lifetime worth
of users coming to your website from different channels
and sources, mediums, and campaigns
instead of just a single session.
With the cohort analysis, you're going
to isolate different cohorts,
or groups of users who have a common first visit date
and analyze their behavior.
This is useful if you run campaigns in flights
or if you want to understand the customer life cycles.
Next we have the new audiences report.
It's a little bit outside the scope of this course,
but it's going to allow you to create audiences
which are done at the property level within the admin page.
Look over here.
If you go to admin and then the property.
Come down here to audience definitions.
These are going to be very similar to how we did segments
in the last video.
Instead of just using them within Google Analytics, though,
you can use 'em across all the Google tools.
For example, if you wanted to specify
who you want to show advertising to with AdWords
and then analyze the results of those ads,
you can create them here in the admin section.
You do need edit permission at the property level
to create those audiences
and then you have to link them to AdWords
per the onscreen instructions here.
Now, beyond here we get into sections
that have subreports in here
and subcategories that further segment
the data available here.
Now remember I'll be going over many of these
within this chapter, so we're going to breeze
through a couple here,
but overall the demographics reports
can help you understand your users based
on age and gender.
These variables can be something to think about
when you're considering designing the creative content
on your site or where you place your ads.
The interest report lets you group together users
by interests that they have expressed.
These are through the affinity categories
in market segments or other categories.
The geo reports, you can see your audience
by language and location.
These reports can help you discover users
from different geographic areas,
maybe that aren't on your radar
or that are interested in your business.
Behavior reports are going to highlight who might be new
or returning users,
how frequently they're visiting your site,
and a basic overview of how they're engaging with your site.
The technology reports explore technology,
such as browsers that people are using
to reach and consume your content.
These reports allow you
to understand how your site is performing
across these browsers, operating systems, networks,
devices, where you can fine-tune your versions
and really understand what to focus on
for your future implementations.
Now, separate from the technology section though,
is the mobile, which in and of itself,
has a ton of data that you can access and analyze.
In the mobile reports you can see not only who's
on a mobile device, but also the wide variety
of mobile devices that are being used,
the brands they fall under,
and even the service providers associated
with the device.
Custom reports allow you to extend the scope
of your segments with custom variables.
Again, those are going to be configured in the admin page,
although we'll generally steer you
to custom dimensions instead.
The benchmarking section down here,
you can compare your data
with other companies in the industry, according to Google,
who share their data.
These reports can be super helpful providing the context
for how you are doing compared to others
so long as there is a benchmark that you fit into.
If you're kind of a one-off unique company,
then it won't work 'cause there is a certain number
that have to be in there
in order for them to show you their data,
and lastly, in the user flow report,
it can display a graphical visualization
of the user journeys on your site
and help give you an idea
of the many paths that users can take,
starting from a landing page
through to where they exit the session.
Again, we'll go over this in more detail.
Now, one of the main disadvantages
of a digital versus a brick
and mortar traditional business is that you can't see
and interact with your customers
to really kind of get to know them.
All of these audience reports
can help you understand your audience
which is obviously very critical for marketers.