[GA4] Demographic details report

The Demographic details report classifies users by age, location, language, gender, and the interests inferred from browsing and purchase activities.

Note: This article describes the default report. You can customize the report by applying filters or comparisons or by changing the dimensions, metrics, or charts. Learn more

View the report

Sign in to Google Analytics.
From the left menu, select Reports .
On the left, click Engagement > Demographic details.

As an Editor or Administrator, you can add the report if it isn't available in the left menu.

About demographics data

Demographics and interest data automatically populates in your report when you turn on Google signals.

Google signals provides data from users who sign in to Google, and allows Analytics to associate event data it collects with the Google accounts of consenting users who have enabled Ads Personalization. By doing so, you can gain valuable insights into the demographics and interests of your users.

However, if you want to stop collecting this data, you can simply turn off Google Signals. This will prevent Analytics from collecting demographics and interest data going forward, but keep in mind that historical data may still be available in your reports.

Why don't I see demographics data

If you don't see demographics and interest data in the report, it could be because Google Signals is turned off or a data threshold has been applied.

Data thresholds are designed to protect user privacy by preventing anyone viewing the report from inferring the identity of individual users based on their demographics, interests, or other signals. This feature ensures compliance with privacy regulations and maintains user trust. Learn more

Mobile app data

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.

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. Note: 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. Note: 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. Note: 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.
Conversions	The number of times users triggered a conversion event.	Populate this metric by marking an event as a conversion.
Engaged sessions	The number of sessions that lasted 10 seconds or longer, or had 1 or more conversion events or 2 or more page or screen views.	This metric is populated automatically.
Engaged sessions per user	The average number of engaged sessions per user. Engaged sessions is the number of sessions that lasted 10 seconds or longer, or had 1 or more conversion 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 conversion 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.
Users	The number of distinct users who visited your website or application. An 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.

Adjust the date range

The report shows data for the last 28 days by default. You can adjust the date range using the drop-down menu in the top right of the report. Learn more

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