This article is for all of those beginning marketers thrust into digital marketing for different geographies or global site awareness. Veterans can even appreciate the views we are going to show as hopefully they\u2019re describe new screens and angles not previously considered. It\u2019s time to explore audience languages spoken and locations users access your site from.<\/p>\n

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FIRST: Steps to View Website Audience User Languages spoken.<\/h2>\n

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Step 1. Sign in to Google Analytics, Select Audience – Geos.<\/h3>\n

Sign in to google analytics and select the website and corresponding view. On the left navigation menu, select \u201cAudience,\u201d \u201cGeo,\u201d and then \u201cLanguage.\u201d<\/p>\n

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Step 2. Select the date range in which you\u2019d like to view demographic information.<\/h3>\n

Once you\u2019re on the Language Overview screen, the date range selection will be on the top right of the window. Let\u2019s select Q4 of 2020 as our date range.<\/p>\n

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Step 3. Update how we compartmentalize the data.<\/h3>\n

By Default, you will see \u201cAll Users\u201d selected<\/em>. If you go back to part 1 \u2013 selecting website traffic audience filtering in Google Analytics<\/a> \u2013 we\u2019ll use that same technique here to filter language by traffic type.<\/p>\n

Click on the name \u201cAll Users.\u201d A new dialog window appears. Take a moment to take inventory of all the options. You may want to select different options in the future (we\u2019ll have a mobile traffic tutorial later).<\/em><\/strong> For now, uncheck \u201cAll Users\u201d and check \u201cDirect Traffic,\u201d \u201cOrganic Traffic,\u201d \u201cPaid Traffic,\u201d and \u201cReferral Traffic.\u201d NOTE: 4 options selected at once is the max allowed.<\/em><\/p>\n

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Step 4. Change the Goal Filter.<\/h3>\n

The First Goal (if you have any goals programmed into Google Analytics) will be selected. Take note of the filter to the bottom right that says \u201cConversions.\u201d<\/strong> For now, lets change that filter to \u201cAll Goals.\u201d<\/strong> Later you can adjust accordingly to view specific goals setup. NOTE: this option might not show up for you if you\u2019ve never added goals into Google Analytics.<\/p>\n

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Step 5. Analyze your Language Data.<\/h3>\n

It\u2019s important to get familiar with a term called \u201clang-locale.\u201d As you scroll down through these results, they\u2019re categorized by lang-locale. The first two letters stand for the language, then a hyphen, and the last two stand for the location. In the vast world that is localization, slang, tone, dialect, etc. etc. etc. all matter, and google tries to communicate these difference at a 10,000 foot level.<\/p>\n

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The first two letters displayed as your scroll down through the data are ISO 639-1 language codes<\/a><\/strong>.<\/p>\n

en<\/em><\/strong><\/span> \u2013 xx<\/p>\n

The \u201cen\u201d in this example stands for English.<\/p>\n

\u00a0<\/em><\/strong><\/p>\n

zh<\/em><\/strong><\/span> \u2013 xx<\/p>\n

The \u201czh\u201d in this example stands for Chinese.<\/p>\n

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The last two letters after the hyphen stand for locale. These two letters are based on ISO 3166-1 Alpha-2 two-letter country codes<\/a><\/strong>.<\/p>\n

en \u2013 in<\/span>\u00a0 \u00a0\u00a0<\/em>|\u00a0\u00a0\u00a0 <\/em><\/strong>en \u2013 us<\/span>\u00a0\u00a0\u00a0\u00a0\u00a0 <\/em><\/strong><\/p>\n

The \u201cin\u201d in the first example stands for India, combined it means \u201cEnglish spoken in India.\u201d<\/p>\n

Whereas the \u201cus\u201d in the second example stands for United States of America, combined it means \u201cEnglish spoken in the USA.\u201d<\/p>\n

\u00a0<\/em><\/strong><\/p>\n

zh \u2013 cn<\/em><\/strong><\/span><\/p>\n

The \u201ccn\u201d in this example stands for China. Combine is means \u201cChinese spoken in China.\u201d<\/p>\n

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You get the picture.<\/p>\n

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Understanding what can be gained from analyzing Language and Localization in Google Analytics.<\/h2>\n

At first glance, this data seems very simple, however it really is a powerful tool for marketers in charge of understanding where users are coming from. Recently a Fortune 100 client of ours discovered a vast audience in India simply from this data and spun up an internal project to begin localization to address. I cannot stress enough the importance of natively speaking to your audience and the power it has on conversion.<\/p>\n

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Leverage the ISO table for language codes<\/a> and the ISO table for country codes<\/a> to decipher any combinations you might see in your data.<\/strong><\/p>\n

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Next, View Audience Locations in Google Analytics.<\/h2>\n

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Step 1. Assuming your signed into Google Analytics, Select Location.<\/h3>\n

On the left navigation menu, select \u201cAudience,\u201d \u201cGeo,\u201d and then \u201cLocation.\u201d<\/p>\n

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Step 2. If needed, let\u2019s fix the Date Range<\/strong>, User Buckets<\/strong>, and Goals<\/strong> again.<\/h3>\n

Change the date range selection, on the top right of the window update the range to Q4 of 2020. Next, uncheck \u201cAll Users\u201d and check \u201cDirect Traffic,\u201d \u201cOrganic Traffic,\u201d \u201cPaid Traffic,\u201d and \u201cReferral Traffic.\u201d And finally, ensure \u201cConversions\u201d<\/strong> is changed to \u201cAll Goals.\u201d<\/strong><\/p>\n

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Step 3. Analyze the Location Data.<\/h3>\n

In our example, users in India view our site second to users in the United States. Now the numbers might not justify implementing a language tunnel or adjusting content throughout the site, however it could if the numbers were higher. By default you’ll see the top 10 locations for your specific site.<\/strong><\/p>\n

I might also want to gate content based on location or plan an expansion strategy. The power of understanding where users are coming from and how (organic, paid, etc.) is consistently underutilized by marketers.<\/p>\n

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Where to go from here with Google Analytics?<\/h3>\n

In Part 1 of our Google Analytics Guide, we looked at how to view visitor traffic information in Google Analytics based on traffic type<\/a>.<\/p>\n

Part 2 we looked at Simple Demographics in Google Analytics (Age, Gender)<\/a>.<\/p>\n

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Need help?<\/h3>\n

We\u2019re starting to get into a lot of Google Analytics data (and we\u2019ve only scratched the surface). This is what we do and it\u2019s not uncommon to need help. Even if it\u2019s simply to ask a question, contact us any time<\/a>.<\/p>\n

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 <\/p>\n","protected":false},"excerpt":{"rendered":"

This article is for all of those beginning marketers thrust into digital marketing for different geographies or global site awareness. Veterans can even appreciate the views we are going to show as hopefully they\u2019re describe new screens and angles not previously considered. It\u2019s time to explore audience languages spoken and locations users access your site […]<\/p>\n","protected":false},"author":2,"featured_media":3433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[118,123,124,125,6],"class_list":["post-3422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-google-analytics","tag-google-analytics-languages","tag-google-analytics-locale","tag-google-analytics-view-locations","tag-seo"],"yoast_head":"\n