﻿ How to use Audience Overview Report in Google Analytics - Optimize Smart

# How to use Audience Overview Report in Google Analytics

Last Updated: May 20, 2022

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:

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

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

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:

• 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, provides insight. This insight should also include a recommendation(s) for action.

### The following is an example of insight:

The 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.

### The 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.

## "How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."

Here’s what we’re going to cover in this training…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

#5 The number 1 reason why conversion optimization is not working for your business.

​#7 How to learn and master digital analytics and conversion optimization in record time.

## My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

### Himanshu Sharma

• Founder, OptimizeSmart.com
• Over 15 years of experience in digital analytics and marketing
• Author of four best-selling books on digital analytics and conversion optimization
• Nominated for Digital Analytics Association Awards for Excellence
• Runs one of the most popular blogs in the world on digital analytics