The Steps to Creating a Top Customer Profile Via Google Analytics
If you are looking to create a profile of who your top customers are, Google Analytics can provide a wealth of knowledge. For the sake of simplicity, I’ll use an eCommerce website as an example of how to accomplish this.
Create Your Customer Profile
Next, create a user segment for your top customers. For example, if your average customer places a couple of orders per year, perhaps your top customers would be those who have placed 10 or more orders.
Then, apply this segment to the following reports to create a profile for these users.
- Location (country, state, and/or city data, depending on your business)
- New vs Returning
- Mobile Device Category
- Marketing Channels
- Site Search (if applicable)
- Search Console Queries (requires linking Search Console to Google Analytics)
- Product Performance
By applying your Top Customers segment to each of these reports, you can begin to create a clearer profile of who these users are, develop strategies for how to expand this user group and improve your overall marketing and remarketing programs.
Happy profiling! ☺
Rebecca has been working in the digital analytics industry since 2007. She is a self-proclaimed tool agnostic analytics practitioner and consultant, specializing in Google Analytics, IBM Digital Analytics, Google Tag Manager, and Tealium. She is also an adjunct professor at UT Dallas and a teacher in the SMU Continuing Education department and was a founding steering committee member and co-chair of the Dallas chapter of the Digital Analytics Association.
Rebecca holds a BA from the University of North Texas and an MBA from the University of Texas at Dallas with an emphasis in Management Information Systems.