Digital Marketing


People frequently overlook audience analysis, despite the fact that it is an essential component of a well-targeted marketing effort. Google collects data from every visitor to your website, which you may use to study your audience and make better marketing decisions.

Every type of internet business relies on Google Analytics and Google Search Console. They work together to provide you a clear picture of who is visiting your site and can help you optimize for conversion.

To obtain this information, you do not need to be an SEO specialist or attend SEO training programmes. More importantly, by understanding your audience, you can save a significant amount of money. There is a segment of the market that is already seeking for you; all you have to do now is start focusing your efforts on them rather than wasting money on ads that may or may not reach your target market.

Who is it that comes to your website?

Google Analytics (GA) is a sophisticated tool that functions as a website’s surveillance camera. What is the average age of your visitors? GA is aware of the situation. How long do people linger on your product pages to look at them? GA is also aware of the answer.

GA can be frightening and challenging to use at first due to the massive amount of data it delivers. You could have trouble deciding where to look for the most important information. Start with these three primary measures and you’ll be well on your way to better understanding your audience.


Assume you operate a trendy Italian eatery. You’ve been using social media to target college students and young professionals in your area since you first launched. You’re getting a lot of likes and comments on social media, but they’re not translating into phone calls or foot traffic at your restaurant. Look into your GA and go to the Audience page; the analytics in this part will tell you who your real audience is.

  • Gender and Age

You may believe that your usual restaurant visitor profile consists of young men and women aged 16 to 25, only to find out through your analytics that your most regular visitors are 30- to 45-year-old females. This could be why you aren’t receiving as many phone reservations or walk-ins as you’d like.

  • Location

While the Philippines will most likely be the source of the majority of your visitors, you may find that 15% of your visitors originate from the United States and another 10% from Europe. These percentages should not be overlooked.

Find out why these areas are bringing you visitors. Perhaps you were mentioned in a foreign travel magazine as one of the best restaurants in the Philippines to visit. You can write blogs or copy customised specifically for your readership if you have information about their whereabouts.

Determine whether you truly want traffic from places you didn’t mean to reach, or if you’re spending money on marketing strategies that target the wrong people in the wrong places.

  • Device

Insights on the device that was used to access your website will provide you with more information about your target audience.

If the bulk of your website visitors use mobile phones, it’s likely that you have a customer base that values mobility and getting the information they need as soon as possible.

You can also check the phone’s operating system to discover if it’s an Android or iOS handset.

You can learn more by looking at the browsers that were utilised. If majority of your visitors are using an older version of Internet Explorer, for example, this could indicate that your audience isn’t particularly tech-savvy.

If your website is too difficult to access, they may become overwhelmed and leave.

Insights into Human Behavior

While the audience overview shows you who is visiting your website, the behaviour tab in Google Analytics can show you how they engage with the content.

You’ll learn which pages are the most popular, as well as how long visitors spend on them. In other words, it shows you what material works and what doesn’t, so you can improve your website’s optimization.

The Behavior Flow report is another intriguing component of this area. It shows you how users move through your site, from the first page they land on to the next page they visit, to the last one they visit before leaving. This information can assist you in determining the level of user interaction with your content and identifying any potential content gaps.

  • Which product page sends the most people to checkout after filling their cart? The Behavior Flow can answer inquiries like these.
  • Which of your transactional pages has a high rate of abandonment?
  • Is there a certain page on your site that has the highest bounce rate, meaning that your visitors depart after only reading one page?
  • Understand how your readers interact with your site by learning to comprehend the data.

Tab for Purchasing

You may build methods that are appropriate for your users after you understand how they arrive on your website.

Let’s say a substantial chunk of your audience came to your website after searching for “what insurance to buy for my kids.” Your website should include material relevant to that phrase (or what we refer to as a long-tail keyword) so that your visitors stay and read content that is relevant to them, converting them from readers to consumers.

This is where the Acquisition tab in Google Analytics comes in handy.

Explore this tab to learn more about your visitors’ “journey” to your website: whether they came at it via an external link, a paid ad, a social network post, or natural search engine results

If the majority of your traffic originated from Google, for example, doubling your efforts on SEO or PPC ads could improve the effectiveness of your digital marketing plan. The information on the Acquisition tab can also help you better understand what your audience wants, whether it’s information, a product, or something else.

Do you want to know how your consumers found your website through Google? Confirm your findings from GA’s Acquisition tab using data from Google Search Console (GSC), a free service. What was your audience’s first impression of you?

Have you ever wondered what keywords people used to find your site? Your best friend is Google Search Console. It’s particularly handy for SEO-driven website promotion.

This tool collects data and generates reports that provide insight into the behaviour of users who came to your site via Google and used specific keywords, as specified in the report.

It also enables you to keep track of your website’s position in Google’s search results pages (SERPs). The user-friendly platform provided by GSC allows you to assess the performance of each page on your website.

Create an account with Google Search Console and add your website to it. Keep in mind that before you can add a site to your Google Search Console account, you must first authenticate that you own it.

You can prove your ownership by uploading a particular HTML file to your site, adding a DNS record to your domain name, or using other Google-approved verification techniques.

Here are some of the things you can do using Google Search Console once everything is set up.


GSC can show you the most prevalent terms that drive traffic to your website from organic SERPs. This keyword list also includes other important metrics, such as: a. Impressions, or the number of times your website appears in SERPs for a specific keyword; b. Clicks, or the number of times someone has clicked on your link after searching for a keyword; c. Click-through rate (CTR), or the percentage of clicks your website receives divided by the impressions, or the number of times it appears in SERPs for a keyword; d. Your webpage’s current Google ranking

Explore this list to get a better understanding of how your website performs for each term.

This could be beneficial to your campaign in a variety of ways. Based on the efficacy of these keywords, you can fine-tune your SEO strategy targeting. Use this information to better your content marketing efforts as well as your PPC campaign’s targeting and profitability.

2. Identify the most popular pages, including those that have a high chance of ranking well. Well

GSC can inform you which page or content on your website performs exceptionally well based on the indicators above, as well as the number of backlinks and internal linkages. This informs you about the keywords and topics that your target audience is most interested in. You shouldn’t, however, stop here.

Searching for pages that don’t rank highly or receive a lot of clicks but get a lot of impressions is also a good idea. You might be able to improve the relevance and engagement of these pages by adding content.

Consider it like this: your website is a restaurant. The storefront is fantastic—signage, external design, and so on. People passing by can’t help but stop in front of the restaurant to look at the menu on display, but they quickly leave after glancing through it. They weren’t impressed because they didn’t see anything interesting.

The good news is that you can improve the “menu” from its appearance to its content.

The same may be said of your website. Find any pages that you can improve to increase the number of clicks, leads, or conversions.

3. Investigate the origins of your visitors.

GSC can help you see where your visitors are coming from, similar to GA’s Acquisition tab. The Search Traffic tab displays information on the user’s location, device, and external links.

These links can boost your site’s domain authority in Google’s view, especially if they come from reputable domains.

Also, under the Search Traffic page, click the “Links to Your Site” button and look for the “How your data is linked” part under the “How your data is linked” tab.

The anchor text or keywords that other websites frequently employ when referring back to yours can be found here. Use this information to better your keyword research. What Are You Going To Do With All That Data?

Google Analytics and Google Search Console are a digital marketer’s dream come true. You learn more about your audience—who they are, how they behave online, and how they find you.

But all of this information is useless unless it is put to good use. Here are some helpful hints:

  1. Re-define your target audience.

You’re better positioned to redefine your audience targeting now that you know more about them. When you combine GA reports with GSC data, you may create more precise market segmentation. Optimize your marketing efforts by focusing on these newly identified segments.

  1. Locate any low-hanging fruit

Don’t limit your data collection to the best-performing pages or content. Look for “low-hanging fruit”: keywords, subjects, or pages that, if used correctly, might yield immediate, favourable results.

Remember that data on frequently used keywords, devices, and behaviour flow can assist you in determining which audience is at which stage of the buyer’s journey.

Examine everything before deciding on a strategy, whether it’s to raise your paid marketing campaigns or to improve your local SEO efforts.

  1. Use GA and GSC data to refine your pay-per-click efforts.

PPC advertising, among other digital marketing strategies, produce immediate results. You may attract high-quality leads to your website by choosing the correct keywords and bidding approach, as well as setting a reasonable budget.

Use the data insights from GA and GSC to fine-tune your PPC strategy. You might be able to generate more leads by reducing the amount of money you spend on your campaign.

The amazing thing about PPC is that you can track and control your expenditure in real time. On PPC, you can test new strategies based on GA and GSC data. If these methods work, apply them to your SEO, social media, and other initiatives as well.

  1. Keep a close eye on the data to see if your recent efforts have paid off.

In 24 to 48 hours, user data can appear in Google Analytics and Google Search Console. Make sure to use the free Google tools we just gave to track the outcomes of any new ad or content campaigns you launch on your website.

The digital marketing industry evolves at a rapid pace. Don’t fall victim to the “set it and forget it” mentality. To maintain your online consumer flow stable, test multiple techniques and make frequent modifications.

In Google Analytics and Google Search Console, keep these essential metrics in mind. They store crucial information that can be used to improve conversion rates.