Build your audience with Google's analytics tools

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.

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?

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.

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

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