For this assignment, you will use Google Analytics to analyse key audience data for the University of Canberra journalism site ‘Now UC’, and provide relevant insights based on that data. Part A – Audience Report You are to derive data and insights from three Google Analytics reports: Audience, Acquisition, and Behaviour for the date range 1 July 2019 1 July 2020. Audience Look at the audience overview, and answer the following questions: How many users were there in the selected time period? What percentage of visitors were returning, what percentage were new? What other relevant insights can you derive from the Audience overview data, including from the demographic data? (250 300 words) Acquisition Look at the acquisition overview, and answer the following questions: What percentage of visits were organic? What percentage were direct? What were the most searched terms? Behaviour Look at the behaviour overview, and answer the following questions: How many page views were there? What was the average time on the page? What was the most popular article on the site? Part B – Audience segment analysis and insights 750 words Create at least two additional audience segments for different demographics of your choice. Identify your key demographics (e.g women 65+/ males 18-25) and indicate what percentage of the total audience each segment comprises. Provide a summary report for each of Audience, Acquisition and Behaviour to compare these segments, focusing on the key insights and data that you consider to be the most relevant and interesting. How might these insights be used to encourage extra traffic to, or engagement on the site? For example, you may wish to consider the content that is popular with different segments, where those segments are coming from etc. NOTE: Please provide exported PDFs for each set of data you are analysing. A template will be provided for this assessment. Assessment criteria Ability to derive relevant audience insights from data. Accuracy of audience analysis. Quality of expression, spelling, grammar.