I am constantly amazed at what Google does with their analytics product. One item I failed to look into was the use of the demographics and interests reports. This was done in part to gain more insight to the user and have to admit I can’t wait to start using this information.
How nice would it be to look more into the demographics and break down barriers of theories of not only how users are using your site but actually WHO.
The demographic and interest information in these reports is normally based on a subset of your overall data since Google cannot always determine these user characteristics. The subset percentage is visible in the Overview report (for example, Age — 29.81% of total visits).
All it takes is a quick edit to ones analytics code and then, usually 24 hours later, it starts reporting from that date on.
Why the new item?
One reason could be due to the (not provided) where the SEO industry has always been focused on specific keywords instead of their websites targeted demographics. So, what type of information is provided in the demographics and interests reports? Glad you asked:
- Overview (overview of traffic by age and gender)
- Age (traffic by age ranges)
- Gender (traffic by gender)
- Overview (overview of traffic by affinity and other categories)
- Affinity Categories (behavior by affinity categories)
- Other Categories (behavior by other interest categories)
Now, with this kind of information one could determine what direction to take their web traffic – how to funnel it. What direction even to push their businesses to.
I want to thank Iacquire and their recent webinar for bringing this to my attention.
I plan on writing more about this as the data starts rolling in.