Selling a product or service isn’t simply about what you are selling. It’s also about who you are selling to.

This is why creating detailed buyer personas is key to great marketing.

Luckily, Google Analytics provides all the tools you need to build these buyer personas and start targeting your potential customers more effectively.

Do you want to know more? Keep reading our blog post!

Acquisition Reports

So far, we’ve only stayed in the audience reporting tab in Google Analytics.

However, there are some key pieces of data under the Acquisition tab that will help you learn more about your customer as well.

Acquisition Overview Reports

The Acquisition Overview report allows you to see some general information regarding the way visitors find your site.

To find it, simply navigate to Acquisition > Overview.

Here, you’ll see some broad data telling you what your most popular channels are. Examples of channels include Social (social media), Organic Search, Paid Search, and more.

This information is key to building out your buyer personas because it tells you where you should be targeting your potential customers.

Source/Medium Reports

While the Acquisition Overview report will give you some general information on your sources of traffic, you can dig deeper into the data by navigating to Acquisition > All Traffic > Source/Medium.

This will generate a report detailing both the specific origin of the traffic (source) as well as the channel (medium).

When combining this information with the other metrics in Google Analytics, it becomes incredibly valuable data.

For example, if your goal is to boost sales and you notice a high conversion rate on traffic from Instagram, you’ll likely want to invest more in your Instagram strategy.

What’s actually kind of interesting here is how quickly trends can shift. If you pull this report in early 2025, maybe Instagram is still leading the pack, but two months down the road, TikTok or even something new might suddenly spike. It’s not enough to just check once and forget about it—regularly poking your head in and catching those little shifts can help you catch opportunities before they vanish. Sometimes, the audience pools you assumed were minor can unexpectedly deliver, and the numbers in these reports don’t always match the assumptions you walked in with.

The context behind channel performance matters, too. A surge in paid traffic might look great, but if those users bounce in seconds, it’s a warning flag that needs attention, not celebration. Sometimes you pull up the Source/Medium report expecting clarity, only to end up with more questions about who’s clicking—or why. But that’s sort of the beauty of it: you can test ideas, change direction mid-campaign, or even completely reconsider your messaging just based on these data nudges. Acting on that intel helps you stay nimble, rather than stuck chasing ghosts.

Search Console Queries Report

The last report you should dive into is the Search Console Queries report.

It’s important to note, however, that to see this data, you’ll need to integrate your Google Search Console account with Google Analytics.

To find this report, navigate to Acquisition > Search Console > Queries.

Here, you can see what people are searching for on Google to find your pages.

You can then use this information to learn more about your audience’s pain points, which will help you create more valuable and useful content for them.

By better understanding your audience’s needs through their search intent, you can build a more robust buyer persona.

Putting Your Buyer Personas to Use

Now that you know how to learn more about who your audience is by utilizing Google Analytics data, you’re ready to start creating your first detailed buyer personas.

For example, if you noticed that your male visitors from New York City in the 25-34 age demographic with an interest in team sports had a particularly high conversion rate from your Instagram channel, you may want to consider investing more in Instagram ads targeting that demographic.

This way, you can drive more high-quality traffic to your site that is likely to convert.

However, if you noticed female visitors from New York City in the same age range had a high bounce rate, you may want to ignore trying to reach that demographic.

This benefits both your brand and users.

First, you avoid investing resources on traffic that isn’t likely to convert.

Second, by not targeting people who aren’t interested in your brand, you avoid wasting their time and allow them to interact with brands they might actually be interested in.

Wrap Up: Google Analytics Removes The Guesswork From Creating Buyer Personas

Google Analytics provides you with a lot of information about your audience. This allows you to create detailed, data-driven buyer personas.

While building buyer personas is a great place to start, you’ll also need to consider the buyer’s journey if you really want to convert your audience into customers.

Luckily, you can learn more about it in our Buyer’s Journey Mini Course!

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