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Understanding audience engagement in analytics

Learn how to evaluate how your audience engages with your brand and your content over different timeframes

Module purpose

It’s common for marketers to talk about engagement and we know that engaging an audience is a ‘good thing’. Yet engagement means different things to different people.

In this module, we’ll look at the options to measure engagement in Google Analytics.

How is the Learning Path structured?

  • Objectives
  • What is engagement?
  • Shorter-term engagement methods
  • Google Analytics Audience Behavior reports
  • Longer term engagement measures
  • Using custom dimensions to group defined audiences
  • Analytics Audience reports for long-term engagement insights
  • Summary

Learning Objectives

  • Understand the difference between short-term and long-term engagement and recommend ‘hurdle rate’ measures and Analytics report to evaluate these
  • Use Behaviour reports in Analytics including cohort analysis, Lifetime Value and Google Signals to measure engagement
  • Use reports to define custom audiences for customers and registered visitors

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This module is in the Google Analytics Learning Path

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Individual members get full access to this and 4 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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