Understanding Google Analytics’ Audience Overview

What does the G.A. Audience Overview Section tell you about your website?

Google Analytics provides you with a wealth of data, all of which is designed to help you better manage your web assets. However, if you are new, you may find everything a bit overwhelming. That is why we have come up with this series, whose aim is to help demystify Google Analytics. Audience Overview is one of the sections that you will find in your Google Analytics Dashboard. So, what does Audience Overview tell you about the performance of your website?

How to get to Audience Overview in Google Analytics

Getting to Audience Overview in Google Analytics is simple enough. All that you need to do is click on “Audience,” in the pane to the left of your screen. Under Audience, click on “Overview,” and the Audience Overview page will open.

An overview of your Audience

The Audience Overview section, as the name suggests, gives you an overview of the people who have been visiting your website. Here, you get the following information;

  1. Users:

Audience Overview

These are the number of people who have been visiting your website. You can check out the daily, hourly, weekly and monthly number of people who have been visiting your site. You can also check out the number of users in comparison to any of the following metrics;

  • Average Session Duration
  • Bounce Rate
  • New Users
  • Number of Sessions per User
  • Pages/Session
  • Pageviews
  • Sessions

In the graph at the top, we have chosen to interpose the number of Users to our site against the number of sessions per user. On average, each visitor to our site is having around 1.4 sessions, which may be the reason why we have such a high bounce rate.

  1. New Users

The Audience Overview section also provides you with a graph showing the number of people who visited your site for the first time during the period under review.

  1. Sessions

The number of sessions that visitors to your site went through. In general, having more Sessions than Users tells you that you are getting repeat visitors and that some people are going through more pages on your site after each visit. This is actually great and contributes to the lowering of your bounce rate.

  1. Number of Sessions per User

In general, you want this to be high. If people are having multiple sessions on your site, it means that you have great content and are providing them with what they are looking for.

  1. Pageviews

The number of pages that were viewed on your site during the period in question. Note that Analytics counts repeat views of a single page. 

  1. Pages/Session

This shows the average number of pages that are being viewed on your site per session.

  1. Average Session Duration

The average time that is being spend by visitors to your site on a single session.

  1. Bounce Rate

The bounce rate can be described as a percentage of single page sessions in which visitors to your site did not interact with other pages on your site.

  1. New Visitors/Returning Visitors

new visitors returning visitors

This is another useful metric that you will find in the Google Analytics Audience Overview section. As you can see in the above screenshot, 91.5% of visitors to this site are new. This compares to 8.5% returning visitors. There could definitely be a vast improvement in this ration. Indeed, having a lot more returning visitors shows that you are building loyalty within your target audience, which is a good way of helping your site grow.

  1. Demographics

Additional data in the audience overview

The Google Analytics Audience Overview section also gives you information about the Demographics of the people who have been visiting your site. This includes their Languages, the Countries from which they have been visiting, as well as their Cities.

  1. System

This part provides you with information about the Browsers that people have been using to visit your site, their Operation Systems and their Service Providers.

  1. Mobile

This is actually a very important section, considering that the majority of people who are out there are now using their mobile devices to get online. The Mobile section in the Audience Overviews shows you the Operating Systems that people are using to access you site (eg Android), their Service Providers and the Resolutions of the screens that they are using.

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