How to Enable Google Analytics Demographics & Interest Reports

how to enable demographics and interest reports

Do you want to know how to find Google Analytics demographics and interest reports?

Demographics data tells you about the age and gender of your visitors. Using this data, you can create marketing campaigns to target different users and offer products based on user’s interests.

In this article, we’ll show you how to enable Google Analytics demographics and interest reports. Let’s dive right in…

Why Set Up Interest and Demographics Reporting

Google Analytics is a powerful tool to find insights about your visitors and how they use your website.

ExactMetrics is the best WordPress Analytics plugin. Get it for free!

With demographics data like age, gender, and interests, you can better understand your visitors and boost conversions. Here are a few benefits of setting up interest and demographic reporting:

1. Find the Right Target Audience

Using demographic data, you can easily find the right target audience for your website. These are people that regularly visit your website, signup for your newsletter, and buy your products and services.

By defining a target audience, you can focus your money and resources on attracting visitors that are highly likely to convert.

This is especially useful if you’re running Google Ads. You can skyrocket the return on investment (ROI) of your ad campaigns by targeting the right audience.

2. Create Content & Offer Products Based on Your Visitors Interests

Demographics and interest reports can help create content for different users.

You can come up with different topics based on the interest of your visitors. For example, if one of the top interest categories is technology, try creating more articles on technology.

And if you have an eCommerce store, then you can promote products based on your visitor’s interests. This way, you have a higher chance of getting more sales.

3. Optimize Your Sales Funnel

Google Analytics interest reports can help you see where your visitors are in the sales funnel. You can tell whether they are at the start of the funnel or the end.

Using the data, you can optimize your sales funnel and create content for the right segment. For instance, you can cover topics based on the interest category for people looking for basic information about your products and are at the top of the funnel.

With that, let’s see how to enable Google Analytics demographics and interests reports.

How to Enable Demographics and Interest Reports

When it comes to finding the age and gender of your visitors in Google Analytics, you’ll have to enable demographic and interest reporting.

By default, Google Analytics won’t track demographic information. But you can follow these steps to enable reporting.

Step 1: Install ExactMetrics

First, you need to set up Google Analytics on your WordPress website. But it can be tricky for new users as it requires adding a tracking code to your website.

An easier way of adding Google Analytics to WordPress is through ExactMetrics. It helps set up analytics along with multiple advanced tracking features without editing code.

First, sign up for an ExactMetrics account. Then, go to your Account, and in the Downloads tab, download the ZIP file.


Next, you’ll have to upload and install the setup file on your WordPress website. You can do that by going to Plugins » Add New » Upload Plugin. Once the plugin is installed, activate it.

Activate Plugin

Step 2: Connect Google Analytics with ExactMetrics

After that, you will have to add Google Analytics to WordPress. All you have to do is follow the sets in the ExactMetrics setup wizard and the plugin will take care of the rest.

You don’t have to touch a single line of code or hire a developer to add the tracking code to your website.

allow exactmetrics to connect to google account

For more details, follow our guide on how to add Google Analytics to the WordPress site.

Step 3: Enable Demographics and Interest Reports

Now that Google Analytics is up and running, the next thing is to enable demographic and interest reports.

For that, select the property (website) on which you wish to collect demographic data. Next, go to the Admin settings.

select admin

Under the Property column, click on the Property Settings option.

Select Property Settings

After that, scroll down to the Advertising Features section and switch on the option that says Enable Demographics and Interest Reports.

enable demographic and interest

Once that’s done, you can now view demographic reports in Google Analytics.

How to Get Demographics from Google Analytics

With ExactMetrics, it’s easy to see the age, gender, and interests of your audience inside your WordPress dashboard.

You don’t have to leave your website and navigate through Google Analytics. ExactMetrics reports bring all the important metrics in your website’s admin area.

To see the report, go to ExactMetrics » Reports » Publishers and then scroll down to see the age and gender of your visitors.


And under the demographic information, you’ll find the Interests report.

If you want to see the demographic data in Google Analytics, navigate to Audience » Demographics » Overview.

demographic overview report

You can select Age to get more details about each segment. For instance, the report shows which age group converts the best or spends the most time on your site.

age report ga

And if you’re looking to divide your audience based on male and female, click the Gender report and it will show a detailed picture of your audience.

gender report ga

Now, there are multiple reports under Interests in Google Analytics. It groups your audience based on where they might be in the sales funnel.

For example, if someone is at the start of the funnel and is looking for basic information about a product or a brand, but isn’t ready to make a purchase, you can find such people in the Affinity Category report.

affinity category

On the other hand, people who are at the end of the funnel and are ready to buy your products and services can find them in the In-Market Segments report.

in market segment

As for people who don’t fall under Affinity or In-Market categories, you can find them in the Other Categories report.

other category

And that’s it!

We hope you liked our article on how to enable Google Analytics demographics and interest reports. You can also go through our guide on how to find exit pages in Google Analytics.

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