How to Use Google Analytics to Spy on Your Customers​ - Small and Mighty Co.

How to Use Google Analytics to Spy on Your Customers​

This week, SEO expert Pri Kruijen is discussing how you can use Google Analytics to learn more about your ideal client so you can make smarter businesses and help grow your sales with targeted messaging.

How to Use Google Analytics to Spy on Your Customers​ | Small and Mighty Co.

Most business owners forget how much information is available to them, in their Google Analytics accounts. If you haven’t set up your Google Analytics account already, you can do so with this easy to follow blog post. You’ll need a minimum of 30 days of traffic to capture enough information to use in this activity.

Head to the main dashboard of your account and you’ll find some quick insights that you can use quickly. You can easily toggle the dates on each report to find the most relevant timeframe for you.


This report breaks down the different traffic channels – social media, direct traffic (someone typing in your website, organic search (SEO), paid search (Google Ads), referral (another website linking to you) and other (this is traffic that doesn’t fit into any category).

Why is it important?

This report will give you two interesting points – one you may be surprised by which channel performs for you best but two, you’ll also be able to add another level to your ideal client profile. If your report shows you that your biggest social media traffic source is Pinterest rather than Instagram, it’s time to add that to your ideal client profile.

What to do next?

Go through the report and note down any interesting points that you didn’t already know about your dream client. Pay extra attention to the social media accounts so you can tweak your marketing and how much time you are spending on each one. Also, keep an eye on which website are referring traffic to you, especially if you pay for advertising as this will tell you whether it is successful.


This time chart shows the number of users on your website across the space of a week. The report uses a heat map system so the hottest time period (when you have the most users) will appear darker than the lighter period (when you have zero users).

Why is it important?

Knowing when customers are on your website is key for when you want to launch new collections, promote a sale or encourage any form of engagement.

What to do next?

Come back and view this report on a regular basis, especially if you have a big business event like a sale coming up. Also, try to maximum exposure by sending out any newsletters right before they are online so you can capture their attention at the right time.


At first glance, this report seems very top line as it only shows you users at country level, however, there is a button to deep dive further by simply clicking the ‘location overview’ button. Once in the detailed report, you’ll be able to see where your users live on a city level.

Why is it important?

This is a great insight for product-based businesses who want to branch out and do more markets or trade shows. Knowing where your customers live means you can plan to target those areas and increase your brand visibility.

What to do next?

Go through the report to see which cities are popular in your demographic. Are you currently targeting them in any way? Do your sales reports and your Google Analytics data match up? Are there any markets that you could attend as a visitor before exhibiting?


You can find more insights like this over in the Brilliantly Visible Facebook Group. Coming soon, a challenge for business owners who want to understand their Google My Business account better.