Good content marketing is more than just making interesting stuff — it’s about knowing your audience. Your customers are the ones who shape your content strategy, so making content that suits them is key.

In Google Analytics 4 (GA4), there’s a lot of useful data waiting for you. Every piece of content has a purpose, and figuring out how it fits into your business is crucial for successful marketing.

Let’s explore the connection between content marketing and understanding your audience. In this article, I’ll focus on using GA4’s “Users” to get to know your audiences.

What insights does “Users” in GA4 provide?


User Attributes Overview

The User attributes overview report is a ready-made summary of information about visitors to your website or app. It offers a quick snapshot of your audience, making it handy for a brief understanding of who your visitors are. You have the flexibility to personalize this report by clicking the pencil button on the right. Add cards that align with your business needs.

However, I often skip this overview since I typically have specific questions to address. I find it more effective to directly examine the precise figures I require.

Demographic Details

Demographic details
Demographic details

I typically dedicate a significant amount of time to this part.

In addition to customizable line and bar charts, you’ll also discover a table view featuring essential metrics. If you’re unsure about the definition of specific metrics, simply hover over them, and a small pop-up message will appear.

Hover over the metrics to see the definition
Hover over the metrics to see the definition

To gain a more thorough understanding of your audience, you have the option to categorize them by Country, Region, Town/City, Language, Age, and more.

Click on “Country”

Then you will find all other options

For instance, if you wish to analyze user behavior according to cities, you can choose the “Town/City” option. This selection will provide a detailed breakdown of cities such as “Melbourne,” “Macau,” “Bangkok,” and so on.

This granular data is invaluable for marketing strategies as it allows you to tailor your approach based on geographic locations.

This detailed segmentation provides valuable metrics such as engagement time, engagement rate, number of users, conversions, and total revenue. With this information, you can tailor your marketing strategies to align with the unique characteristics and preferences of audiences in different locations. For example, suppose you run an e-commerce business selling fashion apparel, and you’ve found that “London” has a substantial number of users visiting your site. Recognizing this, you may decide to invest more in advertising and promotional activities in London. If “Los Angeles” shows a remarkable engagement rate, suggesting that your content resonates particularly well with the audience in LA. You can then tailor craft targeted campaigns based on these insights allows for more effective and efficient promotional efforts.


What you found in “Audiences” are very similar to “Demographic details”. The only difference is that instead of demographic category, it shows report grouped by “Audience”. It is only useful if you have created your own Audiences. If you haven’t, I recommend you to create and segment your users in the ways that are important to your business. You can segment by dimensions, metrics, and events to include practically any subset of users.

Admin > Data Display> Audiences > New audience

As it takes time for the audience to accumulate new users, I suggest initiating the creation of a new audience as soon as you identify the specific segments you want to track.

When you create a new audience, it can take 24–48 hours for the audience to accumulate new users. In general, when a new user satisfies the audience criteria, it can take a day or two for that new user to be included in the audience.

Tech Overview

The tech overview report offers a quick snapshot of your audience, making it handy for a brief understanding of who your visitors are. This includes metrics categorized by device, device category, screen resolution, and app version.

Tech Details

Tech Details

“Technical Insights” function similarly to “Demographic Insights.” It breaks down user information based on technical attributes like browser, device model, screen resolution, operating system, app version, and more. For instance, understanding the prevalent browsers among your audience can help optimize website compatibility, tailoring marketing campaigns to specific operating systems ensures a seamless user experience, and analyzing app versions aids in targeting promotions for users with the latest updates. These technical details empower marketers to make informed decisions, ensuring strategies align with the technological preferences of their audience.


Through the exploration of GA4’s “Users,” we’ve uncovered the power to understand audience behaviors, preferences and needs. Whether we’re looking at where our audience is from or understanding their technical details, this guide has shown us how to get a better picture of our audience.

With GA4, you’re all set to create content that truly resonates and makes your marketing efforts more effective.

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