Intro to Google Analytics Reports: Audience Reports

Learn How to Segment Your Website Visitors for Better Targeting
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  • Lectures 15
  • Length 1.5 hours
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 3/2016 English

Course Description

Have you poured resources into traffic-driving marketing campaigns only to realize that your new visitors leave without converting and never return? You could be losing website visitors (and potential customers) because your website isn’t properly servicing their needs.

If you want to better identify who your users are and tailor your website experience to their needs, you should be using the Google Analytics Audience reports to group visitors based on acquisition date, demographics, interests, online behavior, technology usage, etc. This information can help you tailor your messaging and website experience to each audience group and determine if you need to adjust your website design to accommodate certain groups, such as those accessing your website via mobile or unoptimized browsers.

In this on-demand course, Marketing Mojo President & CEO Janet Driscoll Miller, a Google Analytics certified expert, will walk you through the Audience reports and provide insight from her 20-plus years of marketing experience. Along with unlimited access, you can also ask her specific questions in the discussion panel.

Enroll in this course now to gain deeper insight into who is actually visiting your website and discover user trends and online behavior to help improve your website design and messaging.

Thank you and enjoy!

What are the requirements?

  • You'll want to have access to a Google Analytics account so you can follow along with your own data.

What am I going to get from this course?

  • Uncover active and new user trends
  • Identify which marketing efforts are driving the most new users
  • Discover how users flow through your website and where they are dropping off
  • Identify which visitors are in the market to buy
  • Group visitors based on acquisition date, demographics, geographics, interests, online behavior, technology/ mobile usage, etc.
  • Determine which browsers, operating systems and mobile devices visitors use to access your website
  • Evaluate how your website stacks up against comparable websites in your industry

Who is the target audience?

  • Beginners who want to improve their website
  • Intermediate users who want to gather more insightful website and marketing data
  • Experienced Google Analytics users who are ready to use Audience reports
  • This Google Analytics course is meant for anyone who wants to understand their website visitors, improve website experience and content offerings and increase conversion rates.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction

This video includes an important note on achieving the highest streaming quality of the Intro to Google Analytics Reports: Audience Reports course.


Learn what will be included in the course and why it is beneficial for you to finish it.

Section 2: Audience Reports

This lecture covers the Active Users report, which shows the number of users initiating sessions for a period of time.

Learn how to view active users in selected time range and why you may want to.


This lecture covers the Cohort Analysis report, which helps you group visitors with a common quality and see what happens to them over time.


This lecture covers the Demographics report, which, depending on what Google has access to, can show the ages and gender of your visitors. You will also learn how to view metrics with a age and gender breakdown.


This lecture covers the Interests reports. Using this report, you can group people by similar likes or interests based on search history and sites you’ve visited in the past or group those who show a propensity to purchase based on search history. How can you use affinity categories or in-market segments to improve messaging and targeting?


This lecture covers the Geo report, which can help you determine whether you need to revise messaging or design based on visitors.

Are you serving your audience well in different countries?


This lecture covers the Behavior Data reports, which will help you uncover what is driving the most new users, see if visitors are coming back as frequently as you expect, how long they stay on your site, how many pages they view on average, etc.


This lecture covers the Technology reports, which will show you how people are using to come to your website, i.e. which browser or operating system they are using. Learn why this is extremely important to website design.


This lecture covers the Mobile report, which shows how many visitors are coming from mobile devices to help you plan your website design and conversion focus.


This lecture covers the Custom Dimensions report, which allow you to create your own categories of visitors and group them together, similar to Cohort Analysis.


This lecture cover the Benchmarking report, which shows industry aggregate statistics that have opted-in to share information. How do you stand against competition?


This lecture covers the User Flow report, which visually demonstrates how users “flow” or move through your website. This helps you determine if people are following the flow that you have in mind.

Section 3: Additional Resources

Use this reference guide to help you quickly navigate and perform useful tasks in Google Analytics. This guide features quick, step-by-step instructions to help you:

  • Email Reports
  • Export Reports
  • Add a Secondary Dimension
  • Add UTM Tags (UTM Parameters)
  • Filter Data
  • Compare Two Metrics
  • Set Up Custom Reports
Getting the Most Value from Google Analytics

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Instructor Biography

Janet Driscoll Miller, President & CEO, Marketing Mojo

Janet Driscoll Miller is the president and CEO of digital marketing agency Marketing Mojo, and has over 20 years of digital marketing experience. She is considered a leading expert in the fields of search marketing and analytics, having spoken at search engine and marketing conferences including SMX Advanced, Search Engine Strategies, MarketingProfs B2B and Pubcon. She has published articles in B2B Magazine, Visibility Magazine and others, and contributes to several blogs, including Marketing Mojo's blog and Search Engine Land. Janet is also a frequent guest lecturer at colleges and universities including the University of Virginia and James Madison University.

Prior to founding Marketing Mojo (then Search Mojo) in 2005, Janet was the Director of Internet Marketing at WebSurveyor Corporation, an online survey company. Prior to WebSurveyor, Janet was the founder of empower marketing, inc., an interactive marketing firm based in Denver, Colo. Before starting her own interactive marketing firm, Janet served as the Sr. Marketing Communications Manager at Software AG, where she coordinated advertising, interactive marketing, events and branding efforts. She has over ten years of technology marketing experience and additionally has held marketing positions at Call Technologies and Telos Corporation.

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