This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).

[GA4] Demographics reports

The Demographics topic helps you classify your users by age, location, language, and gender, along with interests they express through their online browsing and purchase activities. The topic includes interactive charts, diagrams, and tables to help you visualize the data.

Access the Demographics reports

To access the Demographics reports, click Reports > Demographics in the left navigation. If you don't see the topic, an administrator may have removed it from the navigation.

Google signals

Activating Google signals gives you more holistic demographic and interest data.

Google signals is data from users who sign in to Google. When Google signals data is available, Analytics associates event data it collects from users with the Google accounts of users who are signed in and consented (by enabling Ads Personalization) to share this information.

Location data

Analytics derives location data from users' IP addresses.

Mobile apps

For mobile app activity only, Analytics derives demographic and interest data from the following sources:

  • The Android Advertising ID. Analytics generates an identifier based on the ID that includes demographic and interest data derived from users’ app activity.
  • The iOS Identifier for Advertisers (IDFA). Analytics generates an identifier based on the IDFA that includes demographic and interest data derived from users’ app activity.

When the Device Advertising ID is not present, Analytics cannot derive the demographic and interest data. Consequently, demographic and interest data may only be available for a subset of your users, and may not represent the overall composition of your traffic.

Data thresholds

You must meet the Analytics data thresholds to see demographic and interest data. Google may withhold data to prevent anyone from inferring the identity of individuals based on their demographics and interests. For example, if there are fewer than N instances of Gender=male in a report, then data for the male value may be withheld.

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