Documentation > Site Traffic (Analytics) > Audience

Audience Demographics

The Analytics Audience Demographics report can be customized to include Age & Gender charts & tables, plus Sessions Summary. A Compare to Past feature allows you to view comparison data for the previous period, same time last year, or a custom date range.

Report data can be filtered by Key Metric (sessions, percentage of new sessions, new users, bounce rate or pages per session), Segment, and Goal Conversion type. Goal Value can be displayed in your choice of world currencies.

Please note that the data in this report is based on Sessions for which users have identified themselves as Male or Female. Since it is possible for users to opt-out of gender and other identifiers, the totals in the Session Summary might not match those displayed in our Analytics Traffic Overview report.

Important! To view this report Google Analytics must be configured correctly (please refer to our Google Analytics documentation) and using Google's Universal Analytics for the primary domain.

Table of Contents

Screenshots

Analytics Audience Demographics

In this view, Sessions and Goal Completion data is displayed by Age and Gender.

Compare Analytics Audience Demographics to Previous Period

In this view, the audience data is displayed with both current and previous period Session and Goal Conversion data by Age and Gender.

Compare Audience Demographics to past period

Audience Age Demographics

Age Chart: hover over a bar on the chart to view specific Age Key Metric results. Based on your selection in Report Options, this could be sessions, % of new sessions, new users, bounce rate, pages per session, or a variety of goal options. This comparative view is achieved by checking the Compare to Past option in the Date settings.

Age Table provides a breakdown of key metrics by age. The percent of change is based on the option selected in the Date settings.

Audience Gender Demographics

Gender Chart: hover over a section to view the Gender Key Metric (e.g., sessions, % of new sessions, new users, bounce rate, pages per session, or a variety of goal options) based on your selection in the Analytics options. This comparative view is achieved by settings in the Date section of Report Options.

Gender Table provides a breakdown of key metrics by gender and can be set to compare to a previous period in the Date settings of Report Options.

Analytics Session Summary

The Session Summary provides data based on the filters you select in Report Options and can also be set to Hide if you don't want it displayed in a particular version of the report.

Report Options

	Dates Select Report Dates from the Report Options calendar tool or select a Custom Date Range in the top right toolbar Check the Compare to Past box and select a period, if desired. If "Previous Period" is elected and the report date range is set to a 31-day month (e.g., July), and the previous month has only 30 days (e.g., June), then the report will include the last day of the month prior to that (e.g., May 31). This is the way Google calculates the dates in their reports. We also offer a "Calendar Month(s)" option that compares each full calendar month in the report date range to the previous month(s). For example, if you select a report date period of April 1 - May 31 (i.e. 61 days), the previous Calendar Months compared will be February 1 - March 31 (59 days), even though the total number of days in the 2 periods are not the same. As opposed to the "Previous Period" setting, resulting in a comparison period of January 30 - March 31 to match the 61 days of April 1 - May 31. The "Same Time Last Year" setting matches exact dates (e.g., January 1, 2018 - June 30, 2018, compared to January 1, 2017 - June 30, 2017).
	General Settings Enter a custom report title, if desired.
	Report Sections: display or hide: Age Chart Gender Chart Metrics Totals Age Table Gender Table
	Select the Google Analytics Key Metric Determines the results displayed in the Age and Gender charts. Sessions: the period of time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, E-commerce, etc.) is associated with a session. % New Sessions: percentage of first-time visits to the site New Users: the number of first-time users during the selected date range Bounce Rate: the percentage of single entry/exit page visits Pages/Session: the average number of pages viewed per session
	Goals and Conversions Include or exclude goal data: Hide Goals All Goals Specific Goals that appear in the list are based on the goals you've set in your Google Analytics account. Filter Goal data by: All Sessions All Goals Specific Goals that appear in the list are based on the goals you've set in your Google Analytics account(items shown here are examples). Select Currency type from the list of world currencies. If the currency you have set up in Google doesn't pass correctly through Google Analytics to Rank Ranger, you can change the currency symbol with this setting.
	Additional Filters Segment: select from the list of Google Analytics built-in segments or custom segments you have created to isolate subsets of data. Search Type All Organic Paid Organic & Paid Exclude Organic Exclude Paid Set a Custom Filter: refer to Google's Metric Filter and Dimension Filter support documentation Click the Apply Changes button

Due to the wide variety of options available in this report, we recommend using Report Presets which allow you to save a personalized version of a report or graph and create additional versions with different metrics, variables, and styles of that report or graph for the same campaign.

Google Analytics API limits the number of requests from an IP address for a domain each day. If you see a screen in our Analytics section that displays titles but no data, it could be that you/your team have exceeded that threshold by multiple rechecks. Logging in from a different IP address or waiting until the next day should resolve the issue. Please contact us if the issue is not resolved within 24 hours.

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Google Analytics Reports and Graphs

Google Search & Ad Metrics Glossary

The below-listed metrics are only for the Google Analytics Universal Profile connection.
Wondering what some of the Google metrics in our reports and graphs mean?

Ad Clicks	Displays the number of times viewers of a banner click on an ad to view the full offer.
All Users	Total of new users and returning users for a given period of time.
Assisted Conversions	Google's measure of any interaction, other than the final click, that led to a consumer converting on a website.
Assisted Value	The total value of the conversions assisted by the channel.
Attribution	The process of assigning credit for sales and conversions to touchpoints in conversion paths. Attribution allows marketers to quantify each channel's contribution to sales and conversions. For example, many people may purchase on your site after searching for your brand on Google. Refer to this Google Support document for more information.
Avg. Time on Site	Displays the average length of time a visitor spent on a particular page or set of pages.
Avg. Value	A calculation of Event Value / Total Events.
Bounce Rate	Displays the percentage of single-page visits (i.e. visits in which the person left your site from the page they entered through without going deeper inside your site).
Completions	The total number of users who have completed all elements defined for a particular goal.
Conversion	A completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion). Refer to this Google Support document for more information.
Conversion Rate	The number of conversions is divided by the number of total ad clicks that can be tracked to a conversion during the same time period.
Cost	The total cost of Google AdWords campaigns, in currency units defined by the Google account user.
Channel Grouping	A roll-up of traffic sources in the Acquisition reports that groups several marketing activities together. Channel groupings allow you to view and compare aggregated metrics by channel name, as well as an individual traffic source, medium, or campaign name. Refer to this Google Support document for more information.
CPC (Cost Per Click)	Cost-per-click is the average cost an advertiser paid for each click on search ad(s).
CTR (Click Through Ratio)	Displays the Click-through-ratio for an ad. This is equal to the number of clicks divided by the number of impressions the ad received.
Dimension	A descriptive attribute or characteristic of an object that can be given different values. For example, a geographic location could have dimensions called Latitude, Longitude, or City Name. Values for the City Name dimension could be New York, London, etc. Refer to this Google Support document for more information.
Event	A type of hit used to track user interactions with content. Examples of user interactions commonly tracked with Events include downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays. Refer to this Google Support document for more information.
Event Value	A calculation of Total Event * Value.
Exit Rate	How often do users end their session or leave the site after viewing a particular page
Goal	A configuration setting that allows you to track the valuable actions, or conversions, that happens on a site or mobile app. Goals allow you to measure how well your site or app fulfills your target objectives. Refer to this Google Support document for more information.
Hits	An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and e-commerce hits. Each time the tracking code is triggered by a user’s behavior (for example, the user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers. Refer to this Google Support document for more information.
Impressions (Ads)	The measurement of how many times an ad is shown.
Impressions (Search Console)	An impression is the display of a website link in search results or an advertisement. This metric accounts for the total number of impressions recorded by Google for a website or ad campaign.
Last Interaction Conversions	The ratio of assisted/last interaction conversions. This is a number that indicates whether this channel primarily results in last interaction conversions or is predominantly assisted conversions. Numbers of 1.5 and higher indicate that this channel is predominantly accounting for assisted conversions, while numbers closer to 0 indicate the channel’s contribution to conversions is predominantly as the last interaction.
Last Interaction Value	The total value of the conversions completed by the listed channels.
Metric	Individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension City can be associated with a metric like Population, which would have a sum value of all the residents of the specific city. Refer to this Google Support document for more information.
New Users	New Users is based on Google's ga:newUsers metric and represents the number of sessions marked as a user's first sessions.
New Users %	New Users % is based on Google's ga:percentNewSessions metric that represents the percentage of sessions by users who had never visited the site before. It does not represent the number of new users between one period and the previous. In this Google Developer document, it is described as the calculation of ga:newSessions / ga:sessions
New Visits	Displays the number of new visits by people who have never been to the site before.
Organic Traffic	Number of users who find your website ‘organically’ through search results, as opposed to via a paid ad, clicking a link on another site, or from a bookmark they already have saved.
Paid Traffic	Number of visitors to your site who came there via Google Ads, paid search keywords and other online ad campaigns.
Pageviews	An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed. Refer to this Google Support document for more information.
Permission	The right to perform administrative and configuration tasks, to create and share assets, and to read and interact with report data. Refer to this Google Support document for more information.
Property	A sub-component of an Analytics account that determines which data is organized and stored together. Refer to this Google Support document for more information.
Revenue	Specifies the total revenue or grand total associated with the transaction (e.g. 11.99). This value may include shipping, tax costs, or other adjustments to total revenue that you want to include as part of your revenue calculations.
Roll-Up Reporting	A feature of Roll-Up Properties, which aggregate data from multiple source properties into a single property. Refer to this Google Support document for more information.
Sampling	The practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. Refer to this Google Support document for more information.
Segment	A subset of sessions or users that share common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis. Refer to this Google Support document for more information.
Session	The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Refer to this Google Support document for more information.
Sessions with Event	The number of sessions during which an Event was recorded.
Source / Medium	Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral). Refer to this Google Support document for more information.
Tags	Referring to Google Tag Manager, a Tag is a snippet of JavaScript that sends information to a third party, such as Google. The Analytics tracking code is an example of a tag. Refer to this Google Support document for more information.
Total Events	A total of Events (executions of a specific action) that occurred on a website during a specified period of time.
Unique Events	The number of unique events that occurred on a website during a specific period of time.
Unique Page Views	The number of times a page was viewed during a specific time period.
Views	The number to views a website or specific web page received during a report period.
Visits By Medium	Displays the number of visits by medium through which your site was reached. For example, every referral to a website also has a medium. Possible mediums include: "organic” (unpaid search), "cpc” (cost per click, i.e. paid search), "referral” (referral), "email” (the name of a custom medium you have created), "none” (direct traffic has a medium of "none”).
Visits By Source	Displays the number of visits by source that brought visitors to your website. For example, every referral to a web site has an origin, or source. Possible sources include: "google” (the name of a search engine), "facebook.com” (the name of a referring site), "spring_newsletter” (the name of one of your newsletters), and "direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

We will update this periodically, but in the meantime if there are metrics you're curious about that aren't listed in this glossary, please refer to this Google support document.

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Audience Demographics

Screenshots

Report Options

Dates

General Settings

Report Sections: display or hide:

Select the Google Analytics Key Metric

Goals and Conversions

Additional Filters

Add to PDF Report

Add to Marketing Dashboard

Google Analytics Reports and Graphs

Reports

Combined with other Google services

Graphs & Widgets

Google Search & Ad Metrics Glossary