Audience Insights
Understand who your visitors are with detailed demographic, behavioral, and technology breakdowns.
The Audience tab provides comprehensive insights into the characteristics, behaviors, and technology preferences of your landing page visitors. Use these insights to refine your targeting, optimize user experience, and make data-driven marketing decisions.
Key Audience Metrics
At the top of the Audience dashboard, you'll see four essential KPIs:
- Unique Users : Total number of distinct visitors in the selected period
- Total Sessions : All browsing sessions, including repeat visits
- New Sessions : First-time visitors to your landing pages
- Returning Sessions : Visitors who have returned after their initial visit
These metrics provide a quick snapshot of your audience size and engagement level.
Demographics & Geography
Understand where your visitors are coming from and which markets are most engaged with your content.
World Map Visualization
An interactive geographic heatmap shows your visitor distribution across the top 30 countries. Darker shades indicate higher traffic volume, making it easy to spot your strongest markets at a glance.
Use this to:
- Identify unexpected markets showing interest
- Validate that your targeting matches actual visitor geography
- Plan localization strategies for high-traffic regions
Regional Breakdowns
Continents View a high-level breakdown of traffic by continent (North America, Europe, Asia, etc.). Useful for understanding broad geographic reach.
Countries Ranked list of countries sending you traffic, with visitor counts and percentages. Go beyond the map to see detailed rankings.
Cities Drill down to city-level data to identify urban centers with high engagement. Particularly valuable for local businesses or regional campaigns.
Language & Time Preferences
Languages See which languages your visitors prefer based on their browser settings. Displayed as a horizontal bar chart showing the distribution of top languages.
Use this to:
- Determine if multilingual landing pages are needed
- Identify language mismatch (e.g., English pages getting French speakers)
- Prioritize translation efforts based on actual visitor languages
Timezones Distribution of visitor timezones, displayed as a horizontal bar chart. Essential for scheduling email campaigns, webinars, or limited-time offers.
Use this to:
- Schedule campaigns when your audience is most likely to be awake
- Understand global vs. regional audience concentration
- Plan customer support coverage hours
Behavior & Timing
Optimize your campaign schedule and understand visitor engagement patterns based on when and how often your audience visits.
Visitor Trends Over Time
A line chart showing the distribution of New vs. Returning Visitors over your selected period (7 days, 15 days, 30 days, or all-time).
What to look for:
- High new visitor percentage: Successful acquisition, but retention might need work
- Growing returning visitor count: Strong engagement and loyalty
- Declining new visitors: May indicate ad fatigue or reduced marketing activity
Activity Patterns
Active Days Distribution A bar chart showing which days of the week receive the most traffic (Monday through Sunday).
Use this to:
- Schedule email campaigns on high-traffic days for maximum impact
- Identify weekend vs. weekday patterns
- Plan content releases when engagement is highest
Hourly Activity Heatmap A heatmap displaying visitor activity across all 24 hours of the day, showing peak engagement times.
Use this to:
- Launch time-sensitive campaigns during peak hours
- Schedule social media posts for maximum visibility
- Optimize ad spend by increasing bids during high-traffic hours
Cross-reference Active Days with Hourly Activity to find your "golden hour"—the day and time when your audience is most engaged. Schedule major announcements or offers during this window.
User Type Segmentation
New vs. Returning Sessions Breakdown showing what percentage of your traffic is first-time vs. repeat visitors.
Healthy ratios vary by goal:
- Lead generation campaigns: 70-80% new visitors (focused on acquisition)
- Content sites: 40-60% returning visitors (building loyalty)
- Product launches: High new visitor percentage initially, increasing returning visitors over time
Technology Insights
Ensure compatibility and optimize user experience by understanding what devices, browsers, and operating systems your audience uses.
Device Breakdown
A donut chart showing the split between:
- Desktop : Traditional computer users
- Mobile : Smartphone users (phones)
- Tablet : Tablet users (iPads, etc.)
Critical insight: If mobile traffic exceeds 50% but mobile conversions are low, your landing page may have mobile usability issues.
Optimization priorities:
- High mobile traffic: Ensure fast loading on 4G/5G, thumb-friendly buttons, and simplified forms
- High desktop traffic: Optimize for larger screens with more detailed content
- Balanced traffic: Ensure responsive design works flawlessly across all devices
Browser & Operating System Data
Browsers Horizontal bar chart showing visitor distribution across browsers (Chrome, Safari, Firefox, Edge, etc.).
Use this to:
- Prioritize browser testing efforts
- Identify if your landing page has browser-specific issues
- Understand Safari vs. Chrome dominance (affects tracking and cookies)
Operating Systems Horizontal bar chart showing OS distribution (Windows, macOS, iOS, Android, Linux, etc.).
Use this to:
- Understand mobile OS split (iOS vs. Android) for app promotion campaigns
- Detect if your audience is Mac-heavy (creative professionals) or Windows-heavy (enterprise)
- Inform design decisions (iOS users expect specific UI patterns)
Browser and OS data combined helps identify premium audiences. For example, high Safari + iOS + iPad traffic often indicates affluent users willing to pay premium prices.
Control Bar Features
The Audience screen includes standard analytics controls:
- Period Selector Last 7 days: Choose Last 7 days, Last 15 days, Last 30 days, or all-time data
- Production: Switch between Preview (test data) and Production (live data)
- Refresh Button : Manually update audience data (rate-limited to once every 10 seconds)
Examples: Using Audience Insights
Targeting Mismatch Detected
Scenario: You're running Facebook ads targeting US audiences, but Audience tab shows 40% traffic from India.
Action: Check ad placement settings, add geographic exclusions, or adjust bid strategies to focus spend on your target market.
Mobile Conversion Problem
Scenario: 65% of visitors use mobile devices, but only 20% of conversions come from mobile.
Action: Review landing page mobile experience, simplify forms, improve loading speed, and ensure buttons are thumb-friendly. Test on actual mobile devices, not just desktop browser simulators.
Optimal Launch Timing
Scenario: Hourly Activity shows peak traffic between 8-10 PM EST, and Active Days shows Tuesday has highest engagement.
Action: Schedule email campaigns and product launches for Tuesday evening at 8 PM EST to maximize visibility and conversions.
Multilingual Opportunity
Scenario: Languages breakdown shows 30% Spanish speakers, 15% French speakers visiting your English-only landing page.
Action: Create Spanish and French variants of your landing page and use A/B testing to compare performance. Potential to increase conversions by 20-40% in these segments.
FAQ
Troubleshooting
If you encounter issues with Audience analytics:
- Geographic data seems wrong: Check if visitors are using VPNs or corporate networks
- Device breakdown doesn't match expectations: Verify mobile-responsive design is working properly
- Timezone data is confusing: Cross-reference with Countries data to validate
- New vs. Returning data seems off: Ensure tracking has been active for at least 7 days to establish baseline
For more help, see Analytics Troubleshooting.