Reports

[GA4] Demographic details report

The Demographic details report is a pre-made detail report that provides key characteristics about the people who use a website or app, including a user's language, interests, location, age, and gender.

Only aggregated data from users who consent to sharing demographics data are included in the report. Additionally, data thresholds may be applied when user counts are low to protect the end user's privacy.

View the report

Open the Google Analytics mobile app.
From the top left, tap .
In the Reports section, tap User Attributes.
Open the Demographic details tab.

Note: If you don't see the report and you are an Editor or Administrator, you can add the report using a desktop device.

About the demographics data

Demographics data for websites

Demographics and interest data come from activating Google signals.

About Google signals

Google signals is a feature by Google that provides access to session data from websites and apps that Google associates with a user who has signed in to their Google Account and turned on Ads personalization.

Activate Google signals

By activating Google signals, you enable Google to associate event data collected from consenting Google Account users with Ads personalization enabled and thereby collect valuable demographics and interest data.

Disable Google signals

To stop collecting demographics and interest data, deactivate Google signals. Deactivating Google signals prevents Analytics from collecting the data going forward, while Analytics retains historical data in reports.

Demographics data for apps

Demographics and interest data come from the Android Advertising ID or iOS Identifier for Advertisers (IDFA).

Android Advertising ID

Analytics generates an identifier based on the ID that includes demographics and interest data derived from users’ app activity.

iOS Identifier for Advertisers (IDFA)

Analytics generates an identifier based on the IDFA that includes demographics and interest data derived from users’ app activity.

Missing a device identifier

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

Why don't I see some demographics data?

If you have activated Google signals, or if device identifiers are present, and you still don't see demographics and interest data, Google Analytics may have applied data thresholds.

About data thresholds

Data thresholds are designed to protect users' privacy by preventing someone in a Google Analytics property from inferring the identity of an end user based on their demographics and interest data. This helps to ensure compliance with privacy regulations and maintain user trust. Learn more

Dimensions in the report

The report includes the following dimensions. If you are an Editor or Administrator, you can add or remove dimensions in the report.

Dimension	What it is	How it's populated
Age	The age of the user by bracket. Brackets include '18-24', '25-34', '35-44', '45-54', '55-64', and '65+'. Note: Google Analytics uses the "unknown" dimension value to indicate that there isn't enough information to determine the user's age or gender.	This dimension is populated automatically when you activate Google signals; however, data thresholds may be applied.
City	The city from which user activity originates. For example, if someone visits your website from New York City, the text 'New York' populates the dimension.	This dimension is populated automatically. Google Analytics automatically derives location data from users' IP addresses.
Country	The country from which user activity originated. For example, if someone visits your website from the United States, the text 'United States' populates the dimension.	This dimension is populated automatically. Google Analytics automatically derives location data from users' IP addresses.
Gender	The gender of the user (e.g., 'Female'). Note: Google Analytics uses the "unknown" dimension value to indicate that there isn't enough information to determine the user's age or gender.	This dimension is populated automatically when you activate Google signals; however, data thresholds may be applied.
Interests	The interests of the user (such as Arts & Entertainment, Games, Sports). Users can be counted in multiple interest categories. This is the same concept as affinity segments in Google Ads. Note: Google Analytics uses the "unknown" dimension value to indicate that there isn't enough information to determine the user's age or gender.	This dimension is populated automatically when you activate Google signals; however, data thresholds may be applied.
Language	The name of the language of a user's browser or device (e.g., 'French', 'English').	This dimension is populated automatically.
Region	The geographic region from which user activity originated. For example, if someone visits your website from New York City, the text 'New York' populates the dimension. If someone visits your website from England, the text 'England' populates the dimension.	This dimension is populated automatically. Google Analytics automatically derives location data from users' IP addresses.

Metrics in the report

The report includes the following metrics. If you are an Editor or Administrator, you can add or remove metrics in the report.

Metric	What it is	How it's populated
Average engagement time	The average time that your website was in focus in a user's browser or an app was in the foreground of a user's device. Average engagement time = total user engagement durations / number of active users	This metric is populated automatically.
key events	The number of times users triggered a key event.	Populate this metric by marking an event as a key event.
Engaged sessions	The number of sessions that lasted 10 seconds or longer, or had 1 or more key events or 2 or more page or screen views.	This metric is populated automatically.
Engaged sessions per active user	The average number of engaged sessions per active user. Engaged sessions is the number of sessions that lasted 10 seconds or longer, or had 1 or more key events or 2 or more page or screen views.	This metric is populated automatically.
Engagement rate	The percentage of sessions that were engaged sessions. Engaged sessions is the number of sessions that lasted 10 seconds or longer, or had 1 or more key events or 2 or more page or screen views. Engagement rate = engaged sessions / total sessions	This metric is populated automatically.
Event count	The number of times users triggered an event.	This metric is populated automatically.
New users	The number of new unique user IDs that logged the `first_open` or `first_visit` event. The metric allows you to measure the number of users who interacted with your site or launched your app for the first time.	This metric is populated automatically.
Active users	The number of distinct users who visited your website or application. An active user is any user who has an engaged session or when Analytics collects: the first_visit event or engagement_time_msec parameter from a website the first_open event or engagement_time_msec parameter from an Android app the first_open or user_engagement event from an iOS app	This metric is populated automatically.

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