Google Analytics is a tool that can provide invaluable insights into what’s happening on your website, your levels of traffic and engagement, and the success of your campaigns.

If you’re a newcomer to Google Analytics, however, the array of different reports available to you can be a little overwhelming. Where should you begin? Where can you find the most useful data about your website?

Google Analytics standard reports are the preset reports listed down the left-hand side of your dashboard, divided into the segments Real-Time, Audience, Acquisition, Behavior and Conversions.

The information that appears in these is preset by Google Analytics, and gives an insight into the data on every part of your site, from your audience demographics to the channels through which they find your website.

In this series, we’ve set out to tackle the ambitious task of explaining each segment of Google Analytics and the standard reports they contain. Last time, we looked at Real-Time Reports[1] and how they can be used in your marketing and SEO campaigns.

In this instalment, we’re going to look at Audience Reports: what you can learn from them, and how you can get the most out of the data that they offer.

What are Audience Reports?

As with Real-Time Reports, the secret to what these reports do is in the name: they tell you more about your audience, the people who are coming to your site.

The Audience section of Google Analytics is an extensive one, with no fewer than fifteen sub-sections sitting within it, most of those with several different reports.

We won’t cover each one in exhaustive detail in this guide, but will give a quick whistle-stop tour of the main

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