Andrew Ruegger says, “Market-leading site analytics providers such as Google and Adobe continue to bring new insights about consumer behaviors through advancements in their analytics and tag management offerings.

Both Adobe (Marketing Cloud) and Google (360 Analytics) have made big strides in improving their offerings to include tag management, measurement, attribution, optimization and more. These are designed to equip brands with the tools needed to maximize the value of their media investments and web traffic data.

One free and easy place to look for new insights into your consumers is in Google Audience reports, which can be freely enabled by implementing Google’s Universal Analytics (or RLSA tagging). Here Google is simply passing on additional data from the DoubleClick cookie, the Android Advertising ID and the iOS Identifier for Advertising (IDFA) to paint a clear picture of your website’s audience.

For me, the most interesting areas to explore are the Interests categories, both In-Market Segments and Affinity categories, and the differences between each medium. Because programmatic display and paid social are buying audiences, while direct and organic traffic are earning them, comparing the two and using what you learn as a feedback loop to adjust strategies is often effective and insightful“.

How to use Google Analytics audience data to make media and marketing decisions

Marketing Land

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