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Audience Interests

The information provided in the Audience Interests report can be used to develop advertising tactics, and shape messaging across the online marketing spectrum to more finely target the audience for the product or service you're selling.

Google's demographics and interests data provides information about site visitors, you can learn more about the type of available data and how that data is collected in Google's support document on this topic.  Please note that Google sometimes provides only sampling of this data, learn more...

Important! To view this report Google Analytics must be configured correctly (please refer to our Google Analytics documentation) and using Google's Universal Analytics for the primary domain.

Audience Interests report

Affinity Category Chart


The Affinity Category groups users based on hobbies and lifestyle. This information can be used to reach potential customers and make them aware of a service or product that they may likely be interested in.

Audience Affinity Category Chart

In-Market Segment Chart


The In-Market Segment represents users who are closest to making a purchase decision, actively searching for a product or service and are possibly comparing the one you're selling to that of your competitors. The grouping based on their areas of interest can help you determine how best to target advertising toward them, among other marketing techniques appropriate for your market.

Audience In-Market Segment chart

Other Interests Chart


The Other Category represents users who don't fit into Google's Affinity and In-Market category, but may provide valuable insights into creative ways to reach out to users in ways your competitors may not be considering.

Other Interests Chart

Affinity Category Table


The Affinity Category table provides a detailed breakdown of number of sessions, percentage of new sessions, new users, bounce rate, pages per session and average session duration for each of the Affinity categories.

Affinity Category table


In-Market Segment Table


The In-Market Segment table provides a detailed breakdown of number of sessions, percentage of new sessions, new users, bounce rate, pages per session and average session duration for each of the In-Market categories.

In-Market Segment Table

Report Options

select report settings General Settings:
  • Enter a custom report title (optional)
  • Limit the number of results displaying in the tables
  • Show or Hide each report section:
    Affinity Category Chart
    In-Market Segment Chart
    Other Category Chart
    Affinity Category Table
    In-Market Segment Table
select Google Analytics metric segment search type and event category Analytics Settings:
  • Select a Key Metric: default is Sessions, other options include Page Views, Bounces, New Users or Goal Completions
  • Select a Segment: default is All, other options include all segments built into Google Analytics, plus any custom segments you may have created
  • Select a Search Type: default is All, other options include Organic, Paid, Organic & Paid, Exclude Organic or Exclude Paid
  • Select an Event Category: default is All, other options are based on event categories that you have created. For more information review Google's Set up Event Tracking support document.

Add to Marketing Dashboard

Conveniently add a report or graph with its current settings to a marketing dashboard:

1. Hover over the gold gear icon and select Add to Marketing Dashboard
2. Select the Dashboard (campaign name)
3. Select the Dashboard Page that you want the report added to

add report to PDF

4. Click the "Go to Dashboard" link to further customize the report (e.g., drag it to a specific position on the page, change date settings, etc.)

Refer to the Report Options section for details regarding the display settings, filters and sort options available for this report.

The report date (or date range) is governed by the selected Dashboard date option: Date Selection or Fixed Periods, learn more...

  • Daily reports default to the last day of the selected period
  • Weekly and monthly reports default to 1 month of data
To change the number of weeks or months displayed in a specific report, click the gear icon for any marketing dashboard report element and expand the Date option section, enter the number and click the Save Button.
marketing dashboard report date options

Add to Client Dashboard

Customize Report for Client Dashboard

Client Dashboards display our default report options for each individual report and graph until you modify them. To customize the display of the report, expand the Report Options section, change the settings and click the Apply Changes button.

Then expand Report Options again and hover over the Save icon and select Save as Default for Client Dashboard.

report options

After saving the Client Dashboard default, any changes that you make to the report options will not affect the display in the Client Dashboard unless you overwrite it by following these instructions again.

Enable the Report or Graph to display in the Client Dashboard

Open the Campaign Settings > Client Dashboard screen and check the box corresponding to the report(s) you want displayed in the dashboard, and then click the Save button. 

access permissions to client dashboard

Refer to Client Dashboard Settings documentation for additional instructions for customizing your dashboard.

Google Analytics Reports and Graphs

Authorizing a Google Analytics account connection provides data integration directly into the following Rank Ranger reports and graphs, many of which contain a variety of filter and segment options and can be added to white label client dashboards, web marketing dashboards and automated PDF Reports:


Combined with other Google services

Graphs & Widgets

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