- [Instructor] The demographics and interest reports
are a great way to get started with the audience section,
and to help you get a baseline of who your users are.
We're in the test account I created not too long ago
and I haven't touch it since.
You may notice when you first
enter the demographics over the report here
you get this screen instead of a standard report.
This is because we haven't enabled
the demographics interest reports yet
and therefore Google can't track and record
those standard demographics about our users.
So be sure to read through
the fine print here about privacy
when it comes to these advertising features,
then you can enable demographics and interest reports.
Now, you can also enable or disable these features
in the Admin tab under the Properties settings
if you later change your mind.
The reason you have to enable this
is Google's going to join
the data you collect on your site
with the data that it already knows
about these users through their DoubleClick products.
That's how you get the demographics data.
You aren't actually asking and collecting it on your site.
Google's going to offer what it knows
or can reasonably guess about your users,
but first you have to give them the permission to do so
and abide by their privacy policy and so on.
Now to that end, these reports are not perfect.
They are not
down to the individual granularity always correct,
but they are in some cases an educated guess by Google,
so we can take them as such,
but they're better than nothing
and they can often shed some light
on things you otherwise wouldn't know about your users.
Okay, now we're going to switch back to the demo account
that does have these things populated.
We start here at the overview.
We see two very basic representations.
A bar chart of the user traffic split by age groups
and a pie chart of the traffic split by gender.
Now you can see the percent sample of total visits as well
in the top right here of each chart.
This overview has set the default metric of Users,
but you can, of course, change this to whatever you like.
You could also add a segment at the top of this
to determine the age and gender comparison
of some more defined audiences
if you want to choose a particular segment to analyze.
Now if we move over to the age report, we have access
to some really useful information here on age.
Here in the data overtime graph,
we're going to see something different.
You're going to see a stacked line graph
composed of the different age brackets
that make up the total number of users
laid out across this time period
and how each of them make up from an age point of view.
If you hover over here,
you're going to see a breakdown for each of these.
Now you can manipulate this data in many ways
to find what we're after here.
Say we're only interested
in the age group of 25 through 34,
we can de-select the rest of these
and decide to plot rows
with just that particular age group.
It's going to show us our total users and then show us
how that particular age group lines up here.
So it looks like this is a pretty good chunk of our users,
and, of course, if we look down here, yes, we do see
it's about 44% of the users during this time.
So I want to see how these users are going to impact revenue,
so I can go ahead and add a second metric here
to compare users with the revenue.
So I'm going to ahead and do that,
and surprisingly we're going to choose Revenue.
And now what's going to happen
is the graph is going to populate the total revenue
from just that age group here.
Now this is a little bit busy.
I think what I want to do is put these onto Weeks
so we can see a little bit clearer what's happening here.
So in dark blue, we've got users,
in the light blue we see the revenue,
and then in the orange and the light orange
we see the users and revenue
from just the segment that we were analyzing at the time.
So we can see here while our users held steady,
our revenue took a big drop,
but it wasn't from our 25 to 34 year olds,
and so it was again held steady
and we also saw the revenue mostly hold steady.
So some insights to be gained here.
Next we're going to go down here to the Gender Report.
We have the exact same functionality
in terms of isolating each gender,
breaking them down by metrics,
and visualizing any of these changes overtime
in the graph above.
I can also add a secondary dimension
like the familiar age brackets that we just saw.
Come up here, add the secondary dimension
if I want to further segment the data by gender and age.
Now we can see inside the majority here,
the top three of our users are male,
ages of 18 to 44 in these top three rows.
We can also take a look
at the important quality metrics like conversions.
I'm going to collapse this left hand one
so I can see over here,
as well as I'm going to click on Ecommerce
so I can say Ecommerce values by default.
So, again, we have these three.
Now if I were to sort by, say Ecommerce Conversion Rate,
by clicking on this one here,
we'll see something a bit different.
Our top two here are still the males 35 through 54,
but the males 18 through 24
dropped all the way down here to eighth place
and have a pretty low number comparatively.
So lots of users, but not a lot of transactions.
So go ahead and take some time to play around
with these demographics and insights reports.
They're a really great place
to start analyzing the audience section
and they can help you make some inferences
about the users visiting your website
with some information Google provides
that you might not otherwise have.