Google Analytics – Audience

Carrying on with our series on Google Analytics, we now move onto the Audience Tab. In our previous blog post we cover the homepage, which can be seen here.

In this article we will cover the Audience tab and the various parts of it. Running through what those parts are and any terms used throughout it to make it a bit simpler.



Audience Analytics

The Overview section is very similar to the homepage. It gives a good overview of the general website information. From the amount of users on the site through to the bounce rate.

Scroll further down the page reveals more information on the users, such as the user’s language, country and city. Knowing this can help with targeting advertising and understanding the target market of the company.

Further down there is the system and mobile areas. The system breaks down to the browser, which is the program that is opening the webpage, such as Chrome, Internet Explorer etc. It also shows the operating system, such as Mac or Windows. The Internet Service provider is the broadband services used, the system between the computer and the website, such as Talk Talk, Google LLC and so on.

Active Users

The active users tab shows what users have been on the website over a given time period. This breaks down information that can be found on the homepage further. Helping give a better understanding of when the site is busiest. This can assist in the planning of advertising, as it can be linked into when adverts are scheduled to be shown.

LifeTime Value

This tab is very useful for a website which features ecommerce systems. The lifetime value tab shows how much value for the website has been gained from each path in to the website. By this it measures what a conversion point is worth. It tracks where the users have come from and tracks how much value that user has converted. By conversion point we mean the section on a website that is the end goal for the user, be it the contact us page or a payment page. 

The reason this can be very valuable for ecommerce website is because conversions can have a clear and consistent value. The reason this is so important is because it can show what marketing channels are most effective in terms of conversions and sales. Helping understand where marketing budget should be invested.

Cohort Analysis

The Cohort Analysis needs to be set up, and it can be very useful for ecommerce systems and other website databases. It allows the user to put the database into groups, helping measure the information faster. This page on Wikipedia can explain it quite well, check it out here.


The audience tabs breaks down the users more. Allow more customisation than the traditional tabs. This can be used to create segments for the users. Allowing for more market research. This can be particularly useful for those pages which feature a clear conversion and ecommerce.

User Explore

This tab breaks down your top users. Those users who visit most often. This gives insight into how many times those users visit, how long they’re on the site for and so on. Obviously it doesn’t give the exact information on the user, but it gives the IP address, allowing for general research into those customers to happen.


The user tab is a fantastic tool to be used when conducting market research as it allows for a very in depth break down of those who are currently using the website. I would recommend checking the Audience tab frequently especially when conducting advertising and directing those users to a landing page on the same site.

For more information on analytics check in here regularly, we will be writing a new blog each month on this crucial area of digital marketing. Also to find out more about how Channel Creative can help improve your website and digital marketing get in contact with us using the details below.