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, 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. 

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

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