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  Google Analytics Demographics Tells You What You Want to Know – Age, Gender, & Interests

Posted by Kevinjcull on September 15, 2014

Google Analytics has long been useful for telling webmasters what people actually do on their websites, however it wasn’t so great for letting website owners know what type of people were visiting their sites in terms of age, gender, and interests. Last year, Google Analytics launched Demographics reports, which means you now have some extremely powerful information at your disposal which will help you understand your audience!


What Can You Expect to Learn with Google Analytics Demographics Reports?

The two categories of reports you will find in the Audience section include demographics and interests. Demographics provides you with data you can analyse regarding the age and gender of your traffic. With the interests report, you have access to an overview of your traffic by affinity, and traffic behaviour by in-market, and other interest categories.

Before we dive into further details, here’s a quick guide on how to enable Google Analytics age demographics and interests:

The tracking code in the back -end of your website will need to be updated so that it includes the following code:


This will replace the old code in the back-end of your site. Once enabled, you can go to Admin>Property>Tracking info to grab the updated code in the Admin section of Analytics. After the new code has been added to your website, simply go to the “Age” section and validate it. Within 24 hours of implementing the changes, you will receive a congratulatory message.

Now, let’s dive into the good stuff! Learning the age, gender, and interests of those who visit your website is not only important for marketing purposes, but it’s exciting to learn in-depth about the visitors to your site.

Google Analytics provides a graph to help you identify the ages of visitors coming to your site. The stack graph indicates different colour blocks that pertain to certain age groups, such as 18 to 24 year olds, 35 to 44 year olds, etc. You also have the ability “drill down” to learn even more about these various age groups, the patterns in which they convert, and how your content is being digested by the various age groups.

Imagine if you knew the number of males vs. the number of females visiting your website, and could see the countries these visitors are in as they browse your site, along with conversion rates, the value of the average order, bounce rate, and more. The Gender data in Google Analytics now makes this possible! Being able to access such in-detail data helps you develop marketing strategies or alter your website in a way that results in increased success online.

Last, but certainly not least, the new Google Analytics Demographics reports make it possible for you to learn the interests of those who visit your website. Whether your visitors are avid readers, outdoor enthusiasts, photographers, news junkies, technophiles, or those who enjoy watching television as much as possible, you can “dig in” and find out whether these “categories” are engaging with your website, and the methods that convert them to a new lead or customer. The four reports you have access to regarding interests include Overview, Affinity Categories, In-Market Segments, and Other Categories. As you can imagine, knowing the interests of your visitors helps significantly when creating content, developing new marketing strategies, or determining the best cross-selling opportunities!

When it comes to marketing online, now there is no guesswork – and no excuse! Google Analytics Demographics Reports are telling you what you want and NEED to know to reach a higher level of success online. Use it to your advantage!

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