Segment Your GA Data by Demographics with UserReport

Tuesday, December 11, 2012 | 9:30 AM

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One of the most complex challenges that marketers face is managing the effective segmentation of their user base. Each of their target audiences has a different set of preferences and the process of creating campaigns based on intuition just isn't effective.

UserReport is an on-site survey tool that integrates with Google Analytics and tackles this problem head-on. The product providing the ability to use demographic information and traditional research data to optimize acquisition, content and conversions when working with websites.

UserReport helps its users collect information about their website’s visitors with a free online survey tool that measures usability and key demographics of the site’s users. The product integrates harmoniously with Google Analytics to turn the survey data they collect into actionable insights by merging it with the behavioral data already stored in Google Analytics.



SAXO.com is one of the largest online book stores in Denmark and utilizes UserReport to identify their highest value demographic segments, create more targeted advertising material and to better understand which online advertising networks they should use for targeting specific groups of customers. By using UserReport, SAXO.com was able to uncover some surprising insights about their customers, including:
  • Men and women have about the same conversion rate, but the average basket size for women is almost $20 higher than it is for men. This made SAXO.com feel more comfortable in supporting a higher CPM/CPC to advertise to niche female audiences. 
  • SAXO.com’s older book buyers have a higher conversion rate than their younger counterparts but the younger buyers’ average basket size is about $40 more than the older users’. A closer investigation revealed that most of these young customers were students purchasing books for classes. This led SAXO.com to focus on targeting the university student market to bring more young buyers into the mix.
The findings made by SAXO.com through integrating their Google Analytics data with their UserReport survey data has enabled them to create online campaigns focused on bundling unique, focused products and target them at the right customers on the right channels to drive conversions.

UserReport is free to use and takes minutes to set up. Give it a try to see what you can uncover about your own online audience!


Posted by John Milinovich

John is a Developer Program Manager working to build the ecosystem around the Google Analytics APIs. In his spare time he likes to explore San Francisco and cheer loudly during UCLA games.