Audience
The Web Analytics Audience page shows where your visitors are, which languages they read, whether a translation would help, and your reader groups.
The Web Analytics Audience page shows where your readers are and which language their browsers use. It tells you if a translation would reach more readers, and it groups your visits into reader groups that behave alike.
Before you start
- Install the Web Analytics script. See Analytics script. Without the script, the page shows Install Web Analytics to see who your readers are.
- Verify the domain. See Verify ownership.
- In the sidebar, select Web Analytics > Audience.
- Select the dates in the filter dock. The default is Last 28 days. This page has no comparison, and it counts whole days in UTC.
- Use the filters in the dock to narrow the visits, for example to one source or device.
VitalSentinel calculates the Audience reports in advance, so the page has no refresh button. If you select other dates or add filters, the reports calculate when you open the page.
Translation verdict
The Web Analytics Audience page starts with one sentence about translation. VitalSentinel compares the language of your visitors' browsers with the language of your site.
| Sentence | Meaning |
|---|---|
| Spanish readers are your biggest group without a page in their language (example) | One language reaches the limits below. A translation is worth a look |
| Your readers browse in English: a translation is not worth it yet (example) | No other language reaches the limits |
| Not enough language data yet | Browser languages appear as visits arrive |
The ? next to the sentence shows how VitalSentinel judges a translation. A second language is worth a translation when it has 5% or more of visits and 300 or more visits. The ? also names your site language and if it comes from your crawled pages or from your visitors.
Visits from countries where nearly everyone leaves at once are not counted. These visits are often automated traffic.
Issues banner and tiles
If Web Analytics found a translation opportunity, a banner such as Audience: 1 opportunity shows. Click it to open the item in Site Health.
Two tiles follow:
- Visits from your main country, such as Visits from Germany, with the note Your main country. It shows the share of all visits.
- Countries, with the note Sending visits: how many countries sent visits.
The page has two tabs: Countries and Reader groups. A tab with no data does not show, unless you use filters.
Countries by browser language
The Web Analytics card Countries by browser language is on the Countries tab. It lists the countries where the country's own language covers under 30% of visits. If no country is far from your site language, the card does not show.
| Column | What it shows |
|---|---|
| Country | The country. Click the row to see the details |
| Official language | The language most people in this country speak officially |
| Visits | How many visits came from this country |
| What visitors browse in | A bar that splits the visits by browser language |
| What stands out | A chip that explains the country |
The bar in What visitors browse in has four colors: Site language, Own language, English and Other.
Chips in What stands out
- Nearly all leave at once, with the bounce rate: usually automated traffic, so the language mix says little.
- Reads your site language, such as Reads English (64%): at least 50% of the visitors browse in your site language, so they can read your site.
- A language name: the most common browser language in this country that is not your site language.
- Mixed: no single browser language stands out.
Countries and languages
The Web Analytics card Countries and languages is lower on the Countries tab. It has two tabs:
- Localization gaps: countries where the native language covers under 30% of visits, with at least 50 visits.
- All countries: every country that sent visits in the period.
| Column | What it shows |
|---|---|
| Country | Where the visitor's device appears to be, from the IP address |
| Visits | How many visits came from this country |
| Native language | The main official language of the country, or No native language on file |
| Share | The share of visits whose browser uses the native language |
| Top languages | The browser languages, with visits in brackets (only on Localization gaps) |
| Bounce rate | The share of visits that ended after one page |
Country details
Click a country row to open its details. The panel shows Visits, Native language, Browsing in it, Biggest group and Bounce rate. The ? at Why it is listed gives the rule: under 30% browse in the native language, and 50 or more visits.
The table Browser languages lists the most common languages with Language, Visits and Share. Browser languages show what visitors want to read, not what your site serves.
Your readers in groups
The Web Analytics card Your readers in groups is on the Reader groups tab. VitalSentinel groups visits that look alike by device, country, source, time on the page, scrolling, pages read and purchases.
Each group has a plain name, such as Phone readers from Search who read one page and leave or Desktop readers arriving directly who read several pages. If two groups have the same name, the name adds the country or a number.
| Column | What it shows |
|---|---|
| Group | What these readers have in common. Hover for the main device, source and country |
| Visits | About how many visits are in the group |
| Leave after one page | The share of visits in the group that ended after one page |
| Pages read | The average number of pages per visit |
| Active time | The average time per visit that the reader was active |
| Conversion rate | The share of visits that ended in a purchase. Shows only if your site has purchases |
Best group and weakest group
The chips Best group and Weakest group mark the groups with the lowest and the highest share of visits that leave after one page. Only groups with at least 5% of the visits get a chip.
The ? at How the groups are made shows Visits grouped, Fitted no group and, on a long range, Days read. On a large site, VitalSentinel groups a sample of the visits.
Troubleshooting
Why does Audience say "Not enough language data yet"?
The page needs visits with a browser language. If your site is new or has few visits, wait for more visits, or select a longer date range.
Why is the Countries by browser language card missing?
The card shows only countries whose own language covers under 30% of visits. If all your visitors read the language of their country, the card does not show. Open the All countries tab of the Countries and languages card.
Why does a country show "Nearly all leave at once"?
Almost all visits from this country ended at once. This usually means automated traffic, not people. VitalSentinel leaves these countries out of the translation verdict.
Why does Reader groups say "Too few visits match these filters to form groups"?
Your filters leave too few visits to find groups. Remove a filter or select a longer date range.
Related
- Overview - countries, continents and languages for any date range
- Acquisition - which sources bring readers who stay
- Internationalization - if searchers abroad land on a page in their language
- Site Health - the translation opportunity and other issues
