Google Analytics 4

Google Analytics 4 has recently introduced a powerful new feature called the Audience report. This feature allows marketers to gain valuable insights into their most engaged and profitable audiences. By understanding who their target audience is, marketers can make informed decisions to optimise their marketing strategies, leading to increased conversions and return on investment (ROI).

Why the Audience Report Matters

Understanding who is engaging most with your campaigns and websites is crucial for any marketer. The Audience report provides valuable data that enables marketers to identify their target audience and tailor their marketing efforts accordingly. By focusing on the most engaged and profitable audiences, marketers can optimise their strategies and drive better results.

Accessing the Audience Report

Accessing the Audience report is a straightforward process. Follow these simple steps:

  • Sign into your Google Analytics account.
  • Select the ‘Reports’ button on the left-hand side menu.
  • Choose ‘User’ and scroll down to ‘User Attributes’.
  • Click on ‘Audiences’.

If you are unable to see the report, ask an administrator or editor to add it through the report library.

Metrics in the Audience Report

The Audience report offers several metrics that provide valuable insights into audience engagement and behaviour. These metrics can be added or removed by an editor or administrator to customise the report according to specific needs. The metrics currently included in the report are:

  • Active users: This metric indicates the number of users who have engaged with your website or campaign during the specified time period.
  • Average session duration: It measures the average length of user sessions on your website.
  • New users: This metric represents the number of first-time users during the specified time period.
  • Sessions: It shows the total number of sessions initiated by users.
  • Views per session: This metric indicates the average number of pages viewed by a user during a session.
  • Total revenue: It provides insights into the total revenue generated by your website or campaign.

Dimensions in the Audience Report

The Audience report currently includes one dimension:

  • Audiences: This dimension allows you to analyse different audience segments and their respective engagement metrics.

A Deep Dive into the Audience Report

For a comprehensive understanding of the Audience report’s capabilities and how to make the most of it, Google’s Audience report guide is a valuable resource. The guide provides detailed information on how to interpret the data, create custom segments, and utilise advanced features to gain deeper insights into your audience. Refer to Google’s Audience report guide for more information.

The Power of Audience Insights

The Audience report unlocks a wealth of audience insights that can significantly impact your marketing efforts. Let’s explore some key ways in which these insights can be leveraged:

1. Refining Target Audience

By analysing the metrics in the Audience report, marketers can identify their most engaged and profitable audience segments. This information allows them to refine their target audience and focus their marketing efforts on the individuals who are most likely to convert. By understanding the characteristics and behaviours of these segments, marketers can tailor their messaging and campaigns to resonate with their target audience more effectively.

2. Personalisation and Customisation

The Audience report provides valuable data to personalise and customise marketing campaigns. By understanding the preferences and behaviours of different audience segments, marketers can deliver targeted and relevant content, offers, and recommendations. This level of personalisation enhances the user experience, increases engagement, and boosts conversions.

3. Optimisation of Marketing Strategies

With the Audience report, marketers can gain insights into how different audience segments interact with their campaigns and websites. By analysing the metrics, marketers can identify patterns, trends, and areas for improvement. This data-driven approach enables marketers to optimise their marketing strategies, allocate resources effectively, and make informed decisions to maximise ROI.


The Audience report in Google Analytics 4 provides marketers with powerful insights into their target audience. By understanding who their most engaged and profitable audiences are, marketers can tailor their marketing efforts, drive better results, and optimise their strategies. 

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