To Google Analytics, a site visitor is just an anonymous cookie, but to you, it could be a prospective student or customer, current customer, or any number of different audiences. Each of these audiences comes to your website for a different reason, from a different channel and with a different goal in mind.
Understanding these audiences and what they’re likely to do next can help you become a more effective marketer, providing the content and messages that most appeal to each of the channels where they congregate. This guide will help you set up one of the most underutilized features of Google Analytics, Google Analytics Audiences, which allows you to segment your web traffic to get a better understanding of your users.
The KW2 Guide to Understanding Your Marketing Performance with Google Analytics Audiences will help you: