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GA4 - The Audience Tab
The final tab when you "view full report" for Google Analytics is the Audience report which gives you some information about the visitors to your website.
Graphs in this report show where your website's users are located. This data can inform your marketing strategies by showing where your business has a strong following and where you might want to put more effort. One of the graphs also reports on the devices users employ when accessing your site. Compare how many are using mobile phones versus desktop computers. If mobile is the majority, be sure that your website looks good and works well on mobile devices.
The graphs displaying which Operating System and which Browser visitors use may be of interest, but most likely will not figure in your marketing strategies as they are only important to specific kinds of websites.
You may see the words "No data matching the selected criteria could be found" on some of the graphs. This is due to continuing changes in privacy regulations. In the past, data could be collected from various sources across the internet to create a profile of individual users. This was useful to marketing teams for personalizing content, but bad actors could also exploit this data for criminal purposes. As privacy and security measures increase, the data available for personalized marketing has changed. Expect to see modifications in these reports and graphs going forward.
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Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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