Digital Marketing: How to Make a Custom Psychographic Report in Google Analytics

By Ryan Deiss, Russ Henneberry

As a digital marketer, you know that you have to dig into the cold, hard facts about your audience, and you can use that information to shape the targeting of the campaign during your optimization phase. But what about the messaging? What about your follow-up strategy? To figure out your best tactics here, turn to the psychographic data.

You’re going to create another custom report, this time looking at Affinity Categories and In-Market Segments. Although Affinity Categories look more at your users’ likes and interests, In-Market Segments indicate what this audience wants to purchase (or may have just purchased):

  1. Go to Customization in Google Analytics and select + New Custom Report.

    The Create Custom Report page opens.

  2. In the Report Content section of the Create Custom Report page, create Report Tabs: one for Affinity Categories and another for In-Market Segments.

    You add a tab by clicking the + Add Report Tab button under the Report Content section. Name one tab for your In-Market Segments and one for your Affinity Categories.

  3. On the same page, set the Metric Groups dimension to Users by clicking the + Add Metric button and then selecting Users from the drop-down menu for every Report Tab you create.

    The word Users will now be displayed in the Metric Groups dimension. Users is the constant among all your tabs.

  4. On the same page, in the Dimension Drilldowns dimension, set the demographic for each Report Tab you create by clicking the +Add Dimension button.

    The Dimension Drilldowns that you select are Affinity Category and In-Market Segment, respectively.
    Look below to see what the setup looks like for creating an In-Market Segment report.

  5. Click the Save button when you’re done.
digital-marketing-in-market-report
Source: analytics.google.com
Creating a custom report for In-Market.

The report you created loads, and you now have a report that you can come back to repeatedly to study the interests of the users who have opted in.

Affinity Category report

Again, the Affinity Category report compiles what your users like and are interested in. This information allows you to create more customized campaigns by targeting specific interests. When looking at this data, setting the data view type to Comparison is best. (Click the Comparison View button, located on the right of the page.) This view highlights interests better than raw numbers do. Interests are listed from top likes to dislikes.

Through Affinity reports, you can start to hone your marketing message. For instance, the audience depicted in this image is clearly interested in movies, TV, and entertainment and celebrity news. This knowledge enables you to get specific with your ad copy as you optimize your campaign.

digital-marketing-affinity-report
Source: analytics.google.com
An Affinity report that shows the top interests for this audience.

For example, an ad that asks “How does your business’s Social Media Score compare to Kim Kardashian’s?” would likely be a huge hit with this audience. On the other hand, as the data shows, sports-themed ads would most likely flop. So if you went in blind and tried a sports theme with your next ad campaign, you’d probably have a failed ad on your hands.

digital-marketing-google-affinity-report
Source: analytics.google.com
An Affinity report that shows what this audience is least interested in.

When trying to think of specific messaging, drill down your categories into more specific niche categories, such as “TV Lovers/Game, Reality & Talk Show Fans” rather than simply “TV Lovers.”

In-Market report

In-Market Segments give you some indication as to what your audience is in the market to purchase (or may have just purchased). This is extremely powerful information, allowing you to target your market based on products and services they search for. As with the Affinity report, when looking at this data, it’s best to set the data view type to Comparison. This view highlights interest better than raw numbers do.

digital-marketing-google-in-market-report
Source: analytics.google.com
The data results of an In-Market report.

The audience who opted in to this campaign is also in the market for and researching employment, travel and hotel accommodations, and business and advertising services, just to name a few. Therefore, ads that used the language of travel or advertising services are set up for success.

You can also use In-Market reports to do some detective work to figure out your users’ income range. Use your sleuthing powers to get a sense of whether this target market is interested in luxury goods to try to get a sense of whether prospects fall on the high end of the spectrum of income. To do this, look for high concentrations of interest in categories that indicate wealth, namely luxury items. Here are some general categories to use for this analysis:

  • Luxury Affinity Categories
  • Shoppers/Luxury Shoppers
  • Auto Enthusiasts/Performance & Luxury Vehicle Enthusiasts
  • Travel Buffs/Luxury Travelers
  • Luxury In-Market Audiences
  • Apparel & Accessories/Jewelry & Watches/Watches
  • Apparel & Accessories/Jewelry & Watches/Fine Jewelry
  • Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/Audi
  • Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/BMW
  • Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Luxury Vehicles/Luxury Vehicles (New)
  • Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Sports Cars/Sports Cars (New)
  • Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/Porsche

This strategy gives you another technique to understand your users’ income, and thus what products they may or may not be interested in.

For example, if you ran this report and found that only about 3 percent of your audience for this campaign showed up within any of these segments, you could safely conclude that the people opting in for this particular gated offer aren’t wealthy. Therefore, following up with a campaign for a particularly pricey item is likely to be less successful than one with more moderate, flash-sale–style offers.