Skip to main content
Go to dashboard
Not sure where to start? Take a short quiz to get personalised recommendations.
Lesson 1 of 9
Build your audience with Google's analytics tools
Start building your audience
Build your audience with News Consumer Insights
Increase traffic with Search Console (8:49)
Reach younger and diverse audiences (9:00)
Tools for News Publishers
Course
0% completed
5 minutes to complete

Build your audience with Google's analytics tools

gni-data-analytics

Make better decisions based on your audiences’ data

gni-data-analytics

What are Google’s Tools for Analytics?

GNI_Data_Presentation (1)

How well do you know your audiences?

Research shows that compared to news organisations that don't use audience data, news organisations that understand their audiences:

  • Earn 20% more reader revenue
  • Sell digital ads for 20% higher prices, and
  • Get 40% more clicks on their stories

What Google tools can help me build my audiences?

  1. Google Analytics
  2. News Consumer Insights
  3. Realtime Content Insights
  4. Google Looker Studio

You will need a Google Analytics account to use News Consumer Insights, Realtime Content Insights and Google Looker Studio.

GNI_Data_Presentation (1)

Understand your audiences with Google Analytics

gaanalytics

News organisations use Google Analytics to:

  • Measure traffic
  • Understand audience behaviour, like how often they visit
  • Create Real-Time reports

What should I know about my audience?

  • What news do my audiences care about?
  • Where are my audiences coming from?
  • How do I attract more audiences?
  • How do I keep audiences on my site for longer?

gaanalytics

Make decisions with data with News Consumer Insights

Screen Shot 2022-12-08 at 1.52.42 PM

How do I attract more audiences, or keep audiences on my news site for longer?

News Consumer Insights analyses your Google Analytics data to help you grow your audience by segmenting them by engagement:

  • Casual readers
  • Loyal readers
  • Brand lovers

Based on your audience data, News Consumer Insights recommends how to grow their engagement, so that you can grow your revenue.

Screen Shot 2022-12-08 at 1.52.42 PM

Discover your best stories with Realtime Content Insights

Screen Shot 2022-12-08 at 1.57.26 PM

What news do your audiences care about?

Realtime Content Insights analyses your Google Analytics data to help you discover:

  • Your best stories, in real time and historically
  • The stories that your most engaged audiences read
  • What people are searching for near you on Google and YouTube

Screen Shot 2022-12-08 at 1.57.26 PM

Visualise data with Google Looker Studio

Screen Shot 2022-12-08 at 1.54.53 PM

How can I use my data better?

With Google Looker Studio, you can:

  • Collect data across Google Analytics, Google Ads and other Google products
  • Visualise data in one place
  • Keep your team up to date with automated reporting

Screen Shot 2022-12-08 at 1.54.53 PM
How would you rate this lesson?
Your feedback will help us to continuously improve our lessons!
ANSWER THIS QUESTION TO COMPLETE THE LESSON.
Which Google tool is needed to access the other tools listed?
Submit
checklist (8)
Quiz complete
Congratulations! You've just finished Build your audience with Google's analytics tools
Review the lesson and try again
in progress
Recommended for you
Save results and track your progress
By leaving this page you will lose all progress on your current lesson. Are you sure you want to continue and lose your progress?