Usually operators of websites are interested in their visitors. What are their interests? How old are they? It is obvious that this kind of information is hard to evaluate through surveys. Google Analytics provides demographic reports for quite some time.
To use demographic reports, the following steps are necessary:
1. Update Google Analytics Tracking Code
Users of Universal Analytics add „ga(‚require’, ‚displayfeatures’);“ to their Tracking Code, so it looks like this.
... ga('create', 'UA-XXXXXX-XX', 'example.com'); ga('require', 'displayfeatures'); ga('send', 'pageview'); ...
If you are using Classic Analytics, you will find the updated code on the Google’s support pages.
Users of Google Tag Manager simply enable a checkbox.
2. Enable reports in Google Analytics
If you have updated your tracking code, you will have to enable the reports in Google Analytics. Go to Audience > Demographics > Overview and click on the “Activate” button. Your tracking code will be checked an the reports will be available within 24 hours.
Depending on the laws of your country you might be forced to inform your visitors that your website is using data out of the Google Display Network. Further information is available on the official support pages.
You can use the demographic data on many other reports as well. For example you could look into which content is well received by which age bracket or which products are foremost bought by women.
By using demographic data you can extend your web analysis and you may develop your website according to your audience’s interests.