How to Enable Demographics and Interests Reports in Google Analytics

With Demographics and Interest Reports, you can better understand who your visitors are by age, gender, and interest categories.

Demographics and Interest Reports can be found under the Audience section in Google Analytics, or in the Publishers report of Exact Metrics.

Here is what that report can look like in Google Analytics:

Here is what that report can look like in ExacteMetrics, right inside your WordPress dashboard:

Demographics and Interest Reports ExactMetrics

Here is a table of the information that can be added to the data about your site visitors:

Dimension Values
Age 18-24, 25-34, 35-44, 45-54, 55-64, 65+
Gender Male, Female
Affinity Categories Lifestyles similar to TV audiences, for example: Technophiles, Sports Fans, and Cooking Enthusiasts
In-Market Segments Product-purchase interests
Other Categories Provides the most specific view of your users. For example, Affinity Categories includes Foodies, while Other Categories includes Recipes/Cuisines/East Asian

Before you can see this data in Google Analytics and ExactMetrics, you need to:

To Enable the Demographics and Interests reports in Google Analytics:

Step 1. Sign in to your Analytics account.

Step 2. Click Admin:

Step 3. Navigate to the account and property where you want to use Demographic and Interest data.

Step 4. In the PROPERTY column, click Property Settings:

Select Property Settings

Step 5. Under Advertising Features, set Enable Demographics and Interests Reports to ON:

Step 6. Click Save.

That’s it! You’ve enabled demographics and interest reporting in Google Analytics.

If you haven’t yet, be sure to Enable this tracking feature in the ExactMetrics plugin.

If you’ve already completed that, then please navigate back to the Getting Started with ExactMetrics: Guide and Checklist for Advanced Metrics.