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- Audiences and Google analytics don't have
to be from scratch.
Everyone has access to predefined templates that only take
a couple steps to create an audience based off of.
The suggested audience categories relate to segments
that can be insightful no matter what type of site or app
the data comes from.
I'm going to the configuration area
to create a new audience.
Under the custom audience option are several choices for
using a template.
This is an e-commerce site,
and I have the option to create an audience that collects
users if they have not yet purchased anything on the site,
but let's create our own from this templates tab.
In this area, you'll see choices based
on demographics, technology, which is based
on users, devices, and acquisition,
which is based on campaigns and traffic source information.
When you select an option,
the conditions are listed and we could add which values we'd
like to segment our users with.
We can add values to these fields to specify which users
should be included.
There are several here, but not all of them are required.
For example, if we see that
the Google merchandise store is getting
spikes of purchases from a certain age range,
I might add an audience for users who are in that range.
In this example, I'll add one for the age range of 18 to 24.
When I name it and save it's done and ready to use
in reporting, and also an integration with other tools.
Now we can create another audience based off of the
acquisition template.
When you select this one, you'll automatically
get different options, which are related to acquisition.
For user acquired campaign, medium and source.
So this is how you could create an audience based on
your digital marketing campaigns, SEO,
or any type of traffic leading to your site or app.
In this case,
I'll use an example of the first touch point with
a campaign called virtual job fair.
As a note,
if there are times when you're explaining or talking about
your reporting and segmentation,
a user can come from a different traffic source every time
they come to the site,
but the pre pended user acquired means that the condition
will look at the first traffic information in the first site
visit, even if that first site visit is before
the audience was created.
The predictive audiences may be here as well.
As you can see, it's not available in this account,
which will be common, and it's not something to worry about.
These become available if you meet the prerequisite
of having enough data on purchasers for e-commerce
or churned users.
Google analytics, will look at users
who purchase and users who don't purchase
to learn their behavior, and then use
that information to make those predictions.
Other than purchased, churn refers to whether users
who are active on your site in the last seven days
will be active again or not within the next seven days.
It's a way to easily use machine learning within
your segmentation.
And we won't go over that in too much detail now,
since it's an exciting topic on its own.
Templates, suggested audiences,
and audiences based on predictive metrics,
segment your users based on different categories
and their of groupings, like demographics.
When you have a specific condition in mind that fits into
any of these categories,
this is the most efficient way to use the audience feature
for one specific category.
The limitation is that the template cannot be edited to add
other conditions from other template categories.
Like having an audience of users who are in that 18 to 24
year old age range, visiting from a mobile device,
and coming from a search engine.
In those situations,
you'll need to move on to custom audience creation.
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