Google Analytics offers a ton of different ways to evaluate your audience(s) and gain insights about who they are and what they’re doing.
In this article, I’ll show you two metrics that can help you find out more about your Audience’s Interests.
You’ll find these 2 categories under Audience > Interests: Affinity Categories & In-Market Segments.
You’ll need to have conversion tracking in place, to make the most of these options.
Affinity Categories identify your audience’s lifestyle and interests based on their browsing history and can include topics like ‘Movie Lovers’, ‘TV Lovers’, ‘Home Decor Enthusiasts’ etc.
In my case, I created a report that showed the e-Commerce conversion rate and the amount of revenue for each category.
The breakdown showed me that I didn’t have any stand-out categories that dominated my market 🙁
The largest portion is TV lovers which is responsible for 5.18% of my overall revenue, followed closely by Movie Lovers at 4.83%. With so many roughly equal segments, this isn’t likely to influence my targeting.
If I sort however by conversion rate, I can see that Sports Fans/Cycling Enthusiasts have the highest conversion rate by a considerable margin. And other Sports Fans also made it on to page 1 of my list…
Based on this, I’m considering creating a Facebook ad campaign targeting these sports interests.
I just have to be conscious that they may not offer the same volume that other targeting might because Sports Fans weren’t at the top of my list in terms of revenue. It may be a nice addition though to my campaign in offering a lower CPA, bringing down my campaign average.
In-Market Segments meanwhile, will tell me what my audience is in the market for – what they are (or appear to be) intending to purchase.
Similar to my first look at Affinity Categories, there was a very even breakdown among my top 10 so it’s hard to determine what to target here. Collectively though, Residential Real Estate (5., 6. And 8.) offers a fairly large portion of my total revenue with over $12,000, so this may be another Interest Targeting option.
Using Traffic Sources
I mentioned that I was considering targeting Sports Fans on Facebook based on the high conversion rates this group had.
One thing I want to do before I spend though, is to look into how this audience actually performs on Facebook.
I can recreate the same metrics as above, but specifically looking at Facebook as the Source of traffic.
NB: When you do this, just keep in mind whether you were already using Interest targeting for the time period selected as this would surely skew the results!
If, after looking at paid Facebook traffic and the conversion data, I found that Sports Interests ranks quite low in terms of eCommerce conversion rate as well as revenue, I might now think twice about targeting that Interest on Facebook. It suggests to me that this audience, which performs well over all traffic sources in terms, may not actually be my Facebook audience.
Why is this?
Well, perhaps the age group or sex that the majority of Cycling Enthusiasts belong to aren’t that active on Facebook.
Always consider how your Facebook audience (or other sources like LinkedIn and Twitter) is already essentially filtering an audience before they reach your site.