Almost every month Google provides some new, interesting, beneficial improvement to Google Analytics. In late 2013 Google began providing rich data about the demographics and interests of your website traffic. At Happy Hao Car, we’re always trying to use data to improve the customer experience for our dealers, so I wanted to show you how to use Google Analytics Demographics information so you can learn more about your website visitors and understand how your site is serving them. The first step is to set up the Demographics reporting in Google Analytics.

Setting Up Demographics Data

When you log into Google Analytics, you will see a screen like this:

If you click on the text “Age” under the Audience>Demographics section, you will get the screen below. Click on the “Enable” button. You will get a message that says “Congratulations! You have successfully enabled the Demographics Reports. While you can access them now, it may take up to 24 hours before there is data available in these reports.”

In a few days or weeks you will have enough data to start analyzing the demographics of the traffic that is actually coming to your site. You’ll be able to see the:

1) the ages of the traffic coming to your site (18-24, 25-34, 35-44, 45-54, 55-64, 65+),

2) Sex (split of male/female)

3) Interests (Affinity Categories like Movie Lovers, Auto Enthusiasts)

4) In-Market Segments like Autos & Vehicles/Motor Vehicles/Motor Vehicles (Used)

There’s a treasure trove of information that you can take advantage of to improve your own marketing efforts as well as make sure that you’re delivering a great customer website experience. For today, I want to touch on Age and Device (mobile vs. tablet vs. desktop). In the past, my colleagues and I have talked about the importance of mobile and responsive websites , but when you break down demographics for a dealer’s website traffic, the importance of mobile and the younger demographics becomes stark. For one of our highest trafficked sites, here is the breakout of Mobile/Tablet/Desktop for 18-24 year olds:

For ages 25-34 and 35-44, Mobile is still higher than desktop, even without including Tablet traffic. Too many dealers are still assessing their websites based on browsing the site at the dealership on a computer. For many sites (you should check yours), the majority of traffic from your target demographic may not even be seeing that version of your site. If you’re a Kia dealer and your brand is targeting young professionals, then your mobile site experience is paramount to your digital brand. You should check to see whether the advertising that you’re doing is focused on younger demographics and that your site is delivering a good experience for them. We’ll explore other ways of using this demographics and interest information to make better marketing decisions over the next few weeks.

Let me know if you have any topics you’d specifically like us to cover on how to get the most out of your Google Analytics Demographic and Interest data.

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Chris joined Happy Hao Car in 2008 and is responsible for leading Happy Hao Car’s Marketing and Operational Functions (product marketing, product management, brand building, channel marketing, and corporate communications) With 13 years of Digital Marketing optimization experience and success, Chris is an expert in all aspects of online marketing and e-commerce, including SEO, Paid Search, conversion optimization, web analytics, A/B and multi-variate website testing. Prior to Happy Hao Car, Chris spent 6 years at Network Solutions where he lead the online marketing strategy team and analytics areas. Chris is known as the foremost authority in automotive on how to measure and optimize marketing performance with Google Analytics. Chris is a Google Adwords and Google Analytics Certified expert, a 2012-2014 MobileWebAwards judge, and a past member of the Web Analytics Association. He has spoken at national and international conferences for NADA on the subject. Prior to Happy Hao Car, Chris spent 7 years at Network Solutions, at the time, the largest domain name, website, email and online marketing company for small businesses in the United States, helping lead the online marketing strategy analytics areas. He worked in marketing and financial management roles at Fortune 100 companies Intel and MCI. Education: MBA in Marketing, University of Texas, B.A., University of Virginia

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