The Success Of Your Event Depends On Its People: How To Understand Your Audience With Google Analytics

Google analytics audience

Is my website engaging the right people? Who is registering for my upcoming events?

If you have questions like these, Google Analytics (GA) is your answer. GA helps you see what you cannot see: Your audience.  

GA packs a load of useful information, providing users with Real-Time, Audience, Acquisition, Behaviour and Conversions reports. 

This article will only focus on breaking down the Audience report to help you better understand its components.

Overview

The Overview section shows in general, the people who are visiting your event website. It provides information on the total number of users, new and returning users, sessions, session duration, page views, bounce rate and more. The explanation of each component can be seen by hovering your cursor over the component.

bounce rate
The explanation of each component can be seen by hovering your cursor over the component.

However, do note that the numbers reflected are not in real-time. The default date range is set to a week but you can adjust the time period you wish to observe by clicking on the calendar drop-down in the top right corner. You can also compare data between two time periods by checking the “Compare to” box and choosing another time period.

drop-down calendar
Changing the observable time period

Active Users

The Active Users report shows you the number of unique users who visited your event website in the following time periods: 1 day, 7 days, 14 days, and 28 days

If you have more 1-day users than longer-term ones, it highlights a potential problem with retention. People are not returning to your event website, and you need to figure out why. 

Fortunately, these numbers do not always spell bad news as there could be various factors as to why they are not returning. They could have already purchased tickets for your events or they have obtained the information they needed off your website. To have a clearer picture, if your goal is for users to complete a registration, you can check in the Conversions report whether your conversions have increased.

Audiences

To generate data for a specific group of people for this page, you first need to define an audience within GA (e.g. People who visit the event registration page and return to purchase within 7 days)

The Audiences report will display data starting from the day you define the audience – you are not able to view data from the past.

User Attributes

1. Demographics: Divides your audience according to their age groups and gender.

2. Interests: 

  • Affinity Categories: Users who have a general interest, for example, “Event-goers”.
  • In-Market Segments: Users who have the intention to register for your event.
  • Other Categories: This category provides the most detailed view of your users’ interests. For example, if Affinity Categories include event-goers, Other Categories would include seminars/conferences/workshops.

3. Geo: Tells you the location and language of your event website visitors.

4. Behaviour: Allows you to analyse how your audience act on your website. You can see the frequency of visits, duration of each visit and how many pages they visit whilst there.

5. Technology: Reveals which browsers, operating systems and network providers your audience is using to access your site.

6. Mobile: Shows you what device your users are using to access your site or to purchase your event tickets. If you have a large drop in the number of users on your mobile compared to the desktop site, it could signal that your website is not mobile-friendly and it is time for you to optimise user experience on the mobile site. 

“How Can I Apply The Information Gathered From GA to My Events?”

Through GA, you can:

  • Find out if you are reaching the right audience, which will help you decide to whom you should direct the bulk of your future event marketing efforts.
  • Paint out the characteristics of your audience and get a rough picture of the type of people attending your event. This allows you to customise an event that would suit the audience, giving your event an edge over your competitors. For example, if your attendees are people who have an interest for new technology, you are sure to win their hearts with an onsite badge printing service, during the event check-in process.
  • Observe which audience segments (other than your original target segment) received more responses than expected. You can consider expanding your events into these potential markets.

There are a lot of opportunities that you can discover by listening closely to what your customers are saying.”

Joei Chan, Global Head of Content from Linkfluence

If you wish to understand your audience and don’t know where to begin, you can start with our end-to-end event registration management software, which safely houses all the data you need for Google Analytics.


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