Content Marketing, Google Analytics

Why looking at your GA audience breakdown should be your Content Marketing New Year’s resolution

Depending on which report you read up to 70% of sites worldwide are using Google Analytics. I’m willing to bet that it’s running on your site right now. When was the last time that you checked your Audience section? I suggest that you do it now.

The audience section has some superb insights that are relevant to every channel that you use for marketing both on and offline.
This article will show you some of the easiest audience reports to pull and how you might use them to improve your content marketing. For the purposes of this article we will be using the Indago Digital analytics account as an example.


Firstly let’s have a look at the age section of the demographics section. Below we can see that Indago Digital is most popular with users aged 25-34. Not only do these users generate the most sessions but they are also the most engaged with an average session time of over 4 minutes.

  • What is your most popular demographic?
  • Is it what you thought it would be?

These stats can be used to ensure that the language / tone of your blog content resonates with your audience.


Google have conveniently broken the interests down into sections that related to advertising options on the Google Display Network. Whilst Googles intentions are obvious there is still useful data to be found here.

To the right – we can see that we are mainly attracting technophiles to the site who are in-market for some form of advertising. This is the sites intention so that’s good news!

There are however some more interesting insights. For example our second highest affinity category surprisingly is movie lovers. Indago Digital are yet to produce a Hollywood Blockbuster however this insight can be used to create engaging blog content for our users. Star Wars is currently smashing all box office records so look out for my next blog post. It will combine Star Wars and online marketing. I will post an update on the success or failure of this tactic. These results can also be used to inform your SEM creative messaging and used to refine your re-marketing target audience.

  • What does your report show?
  • How can it help your blog content?


Using the Mobile overview section you can see what device categories are driving traffic to your site. A massive 89% of the Indago audience are accessing our site via desktop.

  • How are your users finding your site?
  • Do you have a large amount of mobile traffic?
  • If you do have a large amount of mobile traffic is your site mobile responsive?

This is not an exhaustive list of reports that can be pulled its intention is just to get you using this section and thinking about how you can use the data to help your content marketing efforts.

Indago Digital suggests that you add page as a secondary dimension and then use an advanced filter to pull in stats from just your blog to make these reports even more useful.

Want to read more? Have a read of some more pro-tips from our Google Analytics & Data Insights geeks – and follow us on LinkedIn today!

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