The audience tab of your analytics provides basic traffic information from your website. You can view the number of visitors, how many pages they viewed, how long they visited the site, and if they were a new or returning visitor. This data is just the surface though. Like with all good Google data tracking tools, you can go much deeper.

Here’s what else you can learn about your audience:

Demographics: You can see where your visitors are located and what language they speak. Does your US-based website have a strong following from Japan that you did not know about? You might want to consider adding translation tools to make their user experience more enjoyable.

Behavior: This tab allows you to see how much a user visits your site and how long those visits last. Generating users that become returning users is key to any successful website.

Technology: This tab will provide data on what devices users are browsing your site from. You can also see what internet service provider they’re using. Have you tested your site with every browser? After looking at your technology data, you may want to do this.

Mobile: Here you will find data on what type of mobile devices users are viewing your site from and their viewing tendencies. It is more important than ever to have a mobile responsive site, this data will just drive home that point.

Visitor Flow: This may be the most interesting aspect of your audience analytics. You’ll be able to see how users visit your site, where they start, and any further interactions. Note: If you notice a consistent drop off on the same page, you may want to look into the content and layout of that page to see why. 

What do you find most useful about your audience analytics?