We all know what an audience entails. But in Google Analytics, an audience is a group of users who share common characteristics or behavior patterns. The website or web application owner defines these characteristics or behavior patterns. This means an audience can be created based on various criteria, such as demographic information, geographical location, interests, and behavior on the website or web application.
Audiences can help segment and analyze the data and reports for your website or web application. You can then focus on specific groups of users and understand their characteristics and behavior patterns in more detail instead of focusing on all users. This can help you better engage specific groups of users.
You can manage and create audiences through the Audience section of the Google Analytics interface. This section allows you to create and manage your audiences and access the data and reports for each audience. You can create such audiences based on a variety of different criteria, including:
- Demographics: As the name implies, this criterion lets you create audiences based on the age, gender, and language of the users.
- Geo: you can create audiences based on the geographical locations of your users, such as their country, region, or city.
- Interests: Interests, inferred from their online behavior and activities, are another criterion you can base your audience on.
- Behavior: This criterion allows you to look for common characteristics among your users based on their behavior. Think of pageviews, sessions, or engagement.
Audiences are thus groups of users who share common characteristics or behavior patterns defined by you. They are used to segment and analyze the data and reports for a website or web application. They can help you to identify trends, patterns, and opportunities for improvement and to tailor your marketing and advertising efforts to target better and engage specific groups of users.