Learn how to use Google Analytics to build custom audiences for all users, goal conversion, and land page visitors. These custom audiences can be used and targeted in AdWords.
In order to use audiences in AdWords you will need to have your Google Analytics connected with your AdWords account. This step by step tutorial will guide you through your first audience creations.
Today I got an email from Google Analytics talking about the new user reporting, and so I’d like to check it out.
In order to enable it, you go to the Admin > Property Settings then toggle the switch to enable users in reporting.
I’ve already got it enabled in here. So, what I’m going to do is just go ahead and show you what it looks like. Here’s the user explorer and here’s there client ID. This is a unique ID that Google Analytics assigns to every device from when your user engages content on your website.
It shows sessions, average session duration, bounce rate, revenue, transactions, and the goal conversion rate. Now, it looks like it only has the transactions from eCommerce. I can’t see the goals or goal conversion. It doesn’t look like there’s a way to change the goals either, but it’s still pretty cool. I can see the goal conversion rate between the different users.
Look at what happens when I click on a user ID.
It shows me the sessions. This guy had 9 sessions. The session duration was 23 seconds. It looks like he was pretty engaged and came from organic. You can see all the different sessions he had and the time of the sessions. It shows you the pages they engaged with. That’s pretty cool.
I really like the report. This is super awesome. One thing that I think they could improve is being able to choose the goal. For instance, you have different signups on different pages. One other thing that I would like to see is to have the secondary dimension option to show keywords. Still really good!
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One of our clients wanted to perform a test to see how a specific targeting for an online marketing campaign would affect gender conversions. Data studio provides the ability to build a demographics gender report to view and share with your client’s, partners, or associates. My love of Google Data Studio gave me the inspiration to generate this gender conversion report. The report allowed us to see with great detail if the targeting test was successful or not. Hope it helps you with your gender conversion reporting.
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online marketing analytics tips & tricks
Okay, so today I’m going to be showing you how to build a gender report in Google Data Studio pulling from your Google Analytics. So, let’s get started. Just type Google Data Studio into Google. Pull it up. Then you can select a template, but we’re going to select a blank report. Title it Gender Report.
Now, we need to add a data source. You can select from ones that you’ve already connected or you will need to connect to a new one. We’ll go in there and connect to Google Analytics and select the account, property, and view. Connect. Alright, you’ll want to add that to the report. Click on that. But, I’m going to select one that I already have. There we go. We’ll add it to the report.
Alight, so we’re going to start out with a date range. You’re going to want to select what date you want to pull the data from. We’re going to go ahead and select the date range to automatically be 30 days. You can change this on the front side to be whatever date you want. But, for now, we’re going to set it to be 30 days.
Now, we’re going to build out the labels. Make it a little bigger. I’m going to make it white because I want it on a blue background. I’ll type in men. Make the background blue.
Now, we’re going to insert a scorecard.
It’s automatically set to sessions. We want the sessions in there for sure. We’re going to compare it to the previous period. So, this is the previous 30 days. We’re going to make a little blue box around it.
So, I’ve got my sessions in there. I’m going to add a filter so it only shows from the men. I’ll select include, gender is equal to male. Save. Now I have my filter. I’ll go ahead and copy that. Paste. Move it over.
Now, I want to select a different metric (in my metric picker) I want to select completions (goal completions). You can select any goal completions you want, but I’m going to go with all of them right now. It’s a total overview. Copy that. Paste. Select the new metric. I want to know the conversion rate. There it is. Be sure we have our filters on them. There’s our men category, sessions, goal completions, goal conversion rate. I’m going to select them all and copy. Paste. I’m going to change the name to women. I want to make it a specific color so I can tell the difference. You can make it any color you want.
Now, I’m going to make a table so I can view the different data sources and mediums that different genders come from. So, it automatically has all the sessions from the different sources, but I want to see the different sources and mediums. So I’m going to type in source and select Source / Medium. I want to know what gender it’s from. So I add another dimension gender. Select metric goal completions. Select a new metric conversion rate. You can adjust them to be the right size. However, you want to do it.
Now, I’m going to make a little heatmap that will show the highest numbers at the top. It will basically tell you what’s performing best for that metric. What’s getting the highest numerical value? You can adjust the colors to be whatever you want. There you go.
I’m going to add a new pie chart so we can basically see who’s getting the most men or women. We want to know which ones have completed the goals. When we’re working with these pie charts you can select how many different pie slices you want. This one you only have the two options because of gender. Men and women are the only options that you have. You can change the color. You can change the color of the pie slices. It’s pretty fun to work with.
Alright, so now I’m going to make the time series so we know which days we had which action from which gender. We want to know goal completions. We’ll add the secondary dimension as gender because the first one is time. And, there it is.
You can also show how many show on the first page or part of the widget. 20, 10 different ones. You know. This one only has 10 so it will only show 10. You can mess around with that. You can view it. Make it look how you want. This is a pretty cool report.
Let’s not forget. We need to go back and we need to change the filter for the women. Create a new filter. This should be the women filter. Include gender is equal to female. There you have your filter. You’ll apply it to the appropriate fields ( the appropriate widgets).
Now we have the men and the women, but there’s an unknown gender amount. So, we’re going to have the total. If you add together the men and the women you’ll have the ones that you know and you take that and subtract that from the total, you’ll have the unknown gender (the ones that Google doesn’t know or don’t provide). Let’s make this one gray. There you go. let’s get rid of the filter. There you have it.
That’s your gender report. You can view it. You can change the date ranges and get all the right data that you need.
You can also duplicate this page. Let’s say we only want to show one that is coming through from AdWords. You can duplicate and rename this page AdWords. Let’s rename the first page to total. We’ll want to leave the source because this is all coming from one source. We’ll add the filter. Create the filter. I already created it, but I’m going to show you how I created it. We’ll go into there. The Source / Medium is google / cpc. Include Source / Medium equals to google / cpc. Save.
Now you will go through and add this to all of the widgets. You can do this for any source. You can make your own filters. Feel free to play around with it to get the data you want. Arrange it to where it looks the best for you. There it is.
I hope you guys liked it a lot and were able to build your own gender conversion data. Feel free to subscribe and thanks for watching. Bye.
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