Hey there!
I'm Benjamin from Loves Data and in this video we're going to look at the new Audiences report
in Google Analytics.
The Audiences report works in combination with the remarketing lists you've created
inside Google Analytics.
And the report allows you to see details for the users that are included in each of your
remarketing lists.
Now I know that you might not be running remarketing campaigns or even advertising with Google
AdWords and that's totally okay.
You can make use of the Audiences report even if you're not advertising with AdWords.
So let's take a look at the report and the steps we'll need to take to get them setup...
Lets get started!
// The Audiences report allows you to see details about the different audience lists
you've created in Google Analytics.
For example, you might have created a list for people who have viewed a particular page
(or series of pages) on your website, but haven't converted.
You can then see behavior, engagement and conversion metrics for users that are included
in the audience.
And once you've enabled the reports you can even use the 'Audience' dimension when creating
custom segments and custom reports.
The Audiences report is designed for people running remarketing campaigns in Google AdWords,
but you can still use the report even if your not currently advertising.
To do this you will still need to create an AdWords account, but you don't need to have
any campaigns running or any budget in the account.
It's simply required to enable this (and other reports) in Google Analytics.
So the first thing you'll need to do is create an AdWords account, if you don't have one
already, and then you'll need to link AdWords with Google Analytics.
If you need help completing these steps, then check out my extra resources in the description
below this video.
Once you're accounts are linked, you'll then need to head to the admin section of Google
Analytics and enable remarketing.
To do this, select 'Audience Definitions' under the 'Property' column and then select
'Audiences'.
In this example we can see that there are currently no remarketing lists, so we need
to create our first list.
This will also enable remarketing for our property.
Let's click 'Next Step'...
Now we can choose where we want to use this audience.
Let's click 'Add Destinations'...
We can now see we have the option to use this list in Google AdWords for remarketing, but
that we also have the option to use this list in Google Analytics.
By selecting our Google Analytics property, this means the list will begin to collect
data into the Audiences report.
Let's select our property and enable the list.
Now, moving forward, you'll begin to see data showing up in the Audiences report.
And just to highlight, you can choose to make the list available in Google AdWords and Google
Analytics at the same time, or you can just make the list available in Google Analytics.
It's completely flexible.
Now let's take a look at what we'll find in the report...
If you've only enabled one list, then you'll only see the single list in your report.
If you've enabled multiple lists to be used with Google Analytics, then they'll all begin
to collect data into the report.
You can then see the acquisition, behavior and conversion metrics for each of your lists.
And as I mentioned, you can also use the Audience dimension when creating segments and custom
reports.
For example, you can click on 'Add Segment', then create a new segment...
You can then select 'Conditions'...
And find the 'Audience' dimension under 'Users'...
This then allows you to add the name of an audience list, to then only view trends and
data for users included in your list.
This allows you to perform more detailed analysis of how these people engage on your website.
// So the new Audiences reports allow you to collect data for the different audience
lists you've configured inside Google Analytics.
They are designed to help you understand how users in your lists engage with your website
and although they are designed for people running remarketing campaigns in Google AdWords,
remember that you don't actually need to have any active campaigns in order to begin using
the report.
Just remember you'll need to add your Google Analytics property as an 'Audience Destination'
in each of the lists you'd like to see included in the report.
Are you using the new Audiences report?
I'd love to know!
If you have any tips, please share them in the comments below.
And if you found this video helpful, then please like it, so I know to make more videos
like this.
See you next time!