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Google Analytics Geo Reports

Geo Language and Location Reports

Learn how to use the Geo Language and Location reports in Google Analytics.

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In this video, we’re going to discuss the Google Analytics Geo Reports. Within Google Analytics, they offer you two different kinds of Geo Reports. One to understand the visitor’s language and the other to understand the visitor’s location. We’re gonna start by talking about how you access the reports that tell you what language your visitors have their browsers set to. This is the language that people are reading your website in.

Once in Google Analytics, go to the sidebar, click on Audience, and then under Audience, we’re going to expand Geo and we’re going to click on Language. This will load the language report, and in here we can see in this example that 84% of the people who visited this website were speaking US English. About 8% were speaking British English. Now, for sake of example, I do wanna show you a couple other examples of what you might see. So, in this case we can see that only about half of the people who visit this website speak US English. About a third speak British English, and then the rest speak a wide variety of other languages. Now, I wanna show you one final example where English is not the primary. In this case, the majority of people speak Russian.

Now, as you start to look at this report, if you notice that your audience tends to use a language that you don’t normally write your website in, then it becomes important to ask yourself if you need to write a website dedicated to that particular language. In this example, maybe it does make sense to have a dedicated Russian website, since there’s so many people who speak that language. In other cases, maybe you don’t need a dedicated website written in that language, and it would be okay to allow visitors to translate the website’s content into a different language using Google Translate or just using the native browser translator. But, if you are going to rely on a browser translator or a Google Translator, or something similar, you wanna make sure that you talk to a native speaker of that language about what the content ends up looking like. Is it a good representation of what your company offers?

Now, there’s a lot of codes to keep track of in here, so a handy reference, which I’ll link to down in the description, is this list of all the different codes that you’ll find. So, if you ever need to figure out which one is which, you can scroll through this list to find all the ones listed in Google Analytics. The next report to talk about in Google Analytics is location reporting. So, for this, we’re going to go to the sidebar, and under Geo, we’re going to click on Location. This will load two different things. It’ll load a map and it will load a table. Let’s start by talking about the map. The map gives you a visual way of seeing which countries attract the most visitors to your website. You can click on one of those countries to understand more about the specific regions within that country. So, for example, let’s click on the United States, and then this will load just the United States. Now we can see which states are driving the most traffic to our website. So, if we’re doing a really heavy ad campaign in California or in Texas or in Florida, that might lead to a lot of visitors from those states. Or, if we aren’t doing any intentional work to get people from these states, well, that might be a sign that something is really going well there for us, and we might wanna dig in and figure out why.

Along with looking at overall traffic by state, I think it’s also helpful to look at goal completions, or conversions, by state, because you might start seeing some differences. So, for that, we can go to the left of the map, and in the dropdown where it currently says Sessions, we can select Goal Completions. This will then show us which states drive the most goals. In this example, we’re not seeing too much difference between visits and goals per se, but depending on your site, you might see some differences. If you see differences, that means that there’s probably an opportunity here to improve how you’re connecting with people in a particular region. Scrolling down below the map, you’ll see a table. The table lists all the individual states. So, now you can see the specific sessions and the bounce rate and the pages per session and the session duration, and also the goal conversion rates for each state. So, it’s interesting to start looking here and say, okay, Florida and California and Texas, they all have similar conversion rates, all ones that are about or slightly above the site average of .34. But, New York has a much lower conversion rate. So, what is it about New York visitors that make them less likely to convert? Is there something you can do to reach out to those visitors in a different way? On the flip side, maybe visitors from New York just aren’t interested in the product that you’re offering, in which case, if you can start to figure out which traffic sources drive those people, maybe you can start to exclude those people from advertising.

Along with viewing this at the state level, you can also click on a state to view the cities within that state. Here again, we have a map that shows where within the state people are located, and then if we scroll down, we can view a table that contains each individual city, and again gives us the sessions, the bounce rate, the pages per session, the session duration, and the conversion rate for each particular part of that state. This is just a quick introduction to the Geo Reporting in Google Analytics.

I encourage you to go into your Google Analytics account and explore more, and certainly, if you have any questions about using the Geo Report or any other reports in Google Analytics, please contact me.