How to use Audience Overview Report in Google Analytics

Step-1: Login to your Google Analytics account and then navigate to the main view (the one which you frequently use for data analysis).

 

Step-2: Navigate to the ‘Audience Overview’ report:

‘Audience Overview’ report:

Step-3: Set the date range of the report to the last three months:

Set the date range of the report

Step-4: Note down the total number of users and sessions in the last three months:

Note down the total number of users and sessions

Step-5: Calculate the average number of users per month = 151,511 users / 3= 50,504

 

Step-6: Calculate the average number of sessions per month = 211,886 sessions /3 = 70,629

 

Step-7: Find the pie chart like the one below and note down the % of new and returning visitors:

Find the pie chart
New Visitor – 19%

Returning Visitor – 81%

 

Step-8: Summarize your data analysis so far:

Average number of users per month = 50,504

Average number of sessions per month = 70,629

New Visitor – 19%

Returning Visitor – 81%

 

Step-9: Now keeping this audience overview data in mind and all the great understanding that you have developed so far by interviewing your client, provide insight. This insight should also include a recommendation(s) for action. 

Following is an example of Insight:

Majority of your website visitors are new which is not good. You need to work on increasing the percentage of returning visitors. Since people rarely make a purchase on their very first visit, it is important that you bring them back through retargeting campaigns.

Following is NOT an example of Insight

Average number of users per month = 50,504

Average number of sessions per month = 70,629

New Visitor – 19%

Returning Visitor – 81%

 

Just repeating what the chart/graph says is not an insight. 

Insight is the conclusion that you have drawn from your data analysis. Ideally, it should always include a recommendation for action. 
 

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