How to Use Google and Facebook Analytics to Pinpoint Buyer Personas

One of the biggest challenges I hear from both marketers and entrepreneurs is that they’re unsure of how to map out their buyer personas. Though many know whom their target demographic, they have a hard time pinpointing buyer personas.

This blog post is targeted towards providing a solution (though not the end all be all approach) to identifying your buyer personas. Utilizing these current analytics assets will also help you better understand how you should be messaging to the pool of people that are more likely to engage with your brand.

Enable Google Demographics Analytics

Here’s a quick breakdown of what you’ll gain visibility into once you enable this feature within your Google Analytics account.

Google Demographics Interests

(Image Source: The Search Guru)

  • Demographics
    • Overview (overview of traffic by age and gender)
    • Age (traffic by age ranges)
    • Gender (traffic by gender)

Google Demographics Interests

(Image Source: The Search Guru)

  • Interests
    • Overview (overview of traffic by affinity and other categories)
    • Affinity Categories (behavior by affinity categories)
    • In-Market Categories (behavior by in-market categories)
    • Other Categories (behavior by other interest categories)

These reports let you see not only how many of your users engage over a date range, but also who those users are, and how their behavior varies by attribute (e.g., male vs. female).

Overtime this data will enable you to refine current campaign strategies so that you have a higher potential of generating the right traffic, leads and sales to your business.

To get a step-by-step walk through on setup, go here.

Once setup is implemented, take it one step further and create an easy-to-view demographics dashboard as depicted in the image below:
Demographics Dashboard

(Image Source: Loves Data)

Dive into Your Facebook Audience Insights

Using Audience Insights, you can get aggregate and anonymous information such as:

  • Demographics — Age and gender, lifestyle, education, relationship status, job role and household size
  • Page likes — The top Pages people like in different categories, like women’s apparel or sports
  • Location and language — Where do people live, and what languages do they speak
  • Facebook usage — How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on
  • Purchases activity — Past purchase behavior

And you can view this information for three different groups of people:

  • People on Facebook (the general Facebook audience)
  • People connected to your Page or event
  • People in Custom Audiences you’ve already created (an audience made up of your current customers) 

Facebook Audience Insights

(Image Source: Facebook)

Tying It All Together

Analytics should be at the forefront of helping you make the best decisions for your business. Sure, some of the decision-making can be done through gut feelings, but scaling and growing a business isn’t just solely based on this. The better you’re equipped to delivering meaningful messages to your target customer base, the higher of a chance you’ll have at ensuring your business is around for the long-run.

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