Google Analytics – Reports – Audience – Part 1

In Google Analytics, there are 4 main categories of reports:
  1. Audience
  2. Acquisition
  3. Behavior
  4. Conversions
Today, we are going to explore Audience in more details.


Audience reports can help us better understand the characteristics of our users. Basic information such as age, gender, country, device can all be found here.

Active Users

This tells us how many users have at least 1 session on our site in the last X days, where X can be 1, 7, 14 or 30. As the site owner, we would love to see growth in active users, which indicates that our site is compelling enough to get users coming back for more.


Here we can find out the age and gender of our users. Collection of such data is not enabled by default, therefore, configuration is required. If you are unsure of how to do so, here is a link to help you enable the collection of demographics data. These information are especially powerful for content creators or e-commerce sites. Knowing exactly who are interested in a specific product/content will definitely aid us in our marketing strategy to target the right audience.


This report tells us which language are the users browsing our site in. Typically, we can expect en-us to be the core language used. But it does pay off to dig deeper by looking at the next top few languages used. This is especially true for blogs and informational sites. Take for example, zh-cn is the next most commonly used language on the site at 29.8%. What we should do here? Make sure that the option to change the language is clearly visible. Take a look at ezbuy site. When we are visiting the site from Singapore, 2 language options were presented to us. One in Chinese, the other in English.   We can find the Language report as shown below.


Understanding where our users are from will provide us with the opportunity to provide localized content. Majority of our blog viewers are from Indonesia? Time to whip up an article on some rich Indonesian culture! Majority of our jewelry buyers are from India? Research the latest trend in India and stock up on more gold-based jewelry!

In Conclusion…

We’re not done yet! But we feel that’s enough information for now. It is important to grasp the concept of how each report can help you and your company, so that actionable insights can be obtained. In Part 2, we will continue to look at the rest of the reports under Audience. Stay tuned!
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Analytics Consultant who loves numbers and data! In love with Adobe Analytics.

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