Audience demographic reports provide basic information on your audience’s (website visitors) gender and age. This suite of reports breaks down key stats as they relate to the gender and age groups of your traffic. These reports allows for a couple different views.
Audience demographic reports provide basic information on your audience’s (website visitors) gender and age. This suite of reports breaks down key stats as they relate to the gender and age groups of your traffic. These reports allows for a couple different views:
- Age group reporting: GA consolidates traffic statistics based on age groups which include 18-24, 25-34, 35-44, 45-54, 55-64, and 65+
- Gender reporting: GA consolidates traffic statistics based on male and female
Sample Demographic Reports
Demographics Overview Report
The Audience Demographics Overview report provides a high level age/gender focused view of traffic (session) data.
The Audience Demographics Age report provides detail on various age groups. In this report, you can view traffic, behavior, and conversion stats by age group.
The Audience Demographics Gender report provides detail on various gender groups. In this report, you can view traffic, behavior, and conversion stats based on user gender.
Real World Uses
- Identify which age groups are most common and which convert the best.
- Identify which gender is most common and which converts the best.
- Consider how these stats compare to your assumptions and how these stats can be used to better market to your audience.
- Expecting a larger portion of men or women on your website? Consider all your marketing efforts and content and take action to target the ideal group.
- Noticing a large portion of visitors who are over the age of 55 but lower than average conversion rates? Does your website design and UE (user experience) cater to these groups?
- Having low traffic for a specific age group or gender doesn’t mean much in a vacuum. Website content, advertising, efforts, etc. all affect these stats. If you think that you should have more men on your website, consider how your current marketing efforts may be missing that mark.
- Q: Why can’t I see demographic data for my website? A: In order to get demographic data to show in your GA reports, you need to 1) Enable Advertising Features at the property level and 2) Enable Demographics and Interests reports for the view.
- Q: How does google know the age and gender of my visitors? A: Demographics and Interests data comes from the third-party DoubleClick cookie (for web traffic) and from identifiers for mobile apps (i.e., Advertising ID for Android and IDFA for iOS).
Rick Maggio brings over 15 years of tactical, hands-on experience managing digital advertising campaigns both small and large. Rick has worked in agency-land and on large in-house marketing teams and loves sharing his extensive experience with the LDA community.