If you desire to get better understanding of your website’s visitor’s, Stela Yordanova shares her favorite Google Analytics reports to help B2B marketers understand their audience.

Geographical report

The Geographical report will be very useful for you, in case if you are targeting certain regions or running advertising campaigns in certain markets. The Geo report will help in analyzing how people from different regions react to your ads.
This data can be used by B2B marketers in order to find out how effective the ads have been or if any improvements need to be made (specific to each region). The audiences can also be compared for retargeting campaigns.

Demographics and interests report

The Demographics and Interests report will help you understand your website users based on attributes like age, gender, affinity categories and in-market segments. In order to access this data, Google Analytics require additional settings at the level of property. So ensure to these reports are enabled in order to leverage their insights.

The Demographics and Interests report can be used to make sure the content that is being created serves the needs of the targeted audience. For example, by determining the attributes of users who are downloading a white paper, registering for a webinar or requesting a free trial. A B2B marketer can use demographic data to profile valuable leads and identify new market segments to target.

Technology report

The Technology report is one of my favorites, although it is often underestimated. It can be useful when testing lead-generating pages, as the report shows sessions and engagement metrics by browser and operating systems.

With the help of this report, it is possible to understand what browser is the most popular amongst your buyers and how website behaviors vary based on operating system. You can diagnose any issues based on specific user technology.

Behavior report

The Behavior report offers a New vs. Returning Users report and indicates whether or not you are reaching new users, or if the old ones are returning repeatedly. By segmenting this data by traffic channel, location or device, marketers can understand whether or not their campaigns are being effective enough to bring in new users.

Engagement report

Another great report is the Engagement report. It shows the number of sessions based on session duration. It can be especially useful when combined with audience segments. For example:

# sessions of a certain duration and a visit to a lead-gen page; and

# sessions of a certain duration with a specific lead-gen conversion.

With the help of this data, B2B marketers can understand what level of engagement is required to generate a lead.

Active users report

This report provides you with an alternative way of understanding your site users. You can filter by active users for one day, seven days, 14 days and 30 days. Your chosen period is going to determine how the active users are reported. For example, if you filter to seven days, The report is going to show the active users throughout the last seven days.

This report can be especially useful when combined with customer segments. For example, segmenting by channel will show which channel has generated the biggest number of visitors to the site in a given time period. Segmenting by conversion will show what percentage of visitors are ready to get involved from the first visit.

This kind of data helps determine how quickly people are ready to engage. Unfortunately, many marketers find out that it takes a few days and multiple site visits in order for customers to get involved.

User explorer report

This report can provide marketer with endless insights, giving them the opportunity of understanding each user individually.

The report uses the client ID that is assigned to each person who lands on your website via Universal Analytics cookies. The User Explorer report than breaks down, step-by-step, each piece of information about that user during their visit to your website. That can include the pages a user has viewed, events he or she is interested in and so on.

Other than that, by enabling the User ID feature you can assign your own user IDs to be reported instead of Google’s client IDs.

The usage of this report will entirely depend on the your business and individual marketing campaigns. A great idea would be to analyze each viewer, set a score for each user, and check how the score has changed over time. This will help determine how the prospects are engaging and whether or not they are becoming more valuable over time. Various website engagement efforts can be analyzed to accelerate the scores of prospects in longer periods.

Demystifying the audience

Demystifying the audience is an essential aspect of digital marketing effort. Google Analytics provides tons of information for this cause, especially when combined with custom advanced segments.


This type of analysis is critical for B2B marketers because of the long, complex nature of many B2B buy cycles. By using the power of Google Analytics Audience Reports, you will understand customers’ needs, create a meaningful and engaging online experience and gain a competitive advantage.