The Demographic details report helps you classify users by age, location, language, gender, and the interests they express through their online browsing and purchase activities. The report helps you answer questions like:
- Are users in certain locations interested in my products or services?
- What are the people who use my website or app interested in?
- What language do most of my users speak?
Before you begin
Demographics data populates the report automatically as people use your website or app. You can get more holistic demographic and interest data by turning on Google signals.
Google signals provides 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
Google Analytics automatically derives location data from users' IP addresses.
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.
Access the report
The Demographic details report is available on the left by default in User > Demographics. If you are an Editor (or above) and don't see the report, you can add the report from the report library.
Data thresholds
Data thresholds may be applied to demographic and interest data to prevent anyone viewing the report from inferring the identity of individual users based on demographics, interests, or other signals present in the data. Learn more
Use the report
Adjust the date range
You can adjust the date range using the drop-down menu on the top right of the report. Adjusting the date range on one report changes the date range on other reports.
Add a filter or comparison (optional)
The report shows data for all users. Using the options at the top of the report:
- Click Add filter to see data for a subset of users. Learn more
- Click Add comparison to see a side-by-side comparison of data. Learn more
Select the dimension to report on
The entire report shows data broken down by the primary dimension. Use the drop-down menu in the top left of the table to change the primary dimension to change how the data in the report is broken down.
Customize the report
If you are an Editor (or above), you can change the dimensions and metrics that are available in the report, change the visualizations that appear above the table, save a filter to the report for everyone with access to the report, and create summary cards for the overview report. Learn more
Share, download, or export the report
If you are a Viewer (or above), you can click Share this report 
Understand the report
Data visualizations
By default, the Demographic details report includes the following visualizations:
| Data visualization | What it is | How it's populated |
|---|---|---|
| Users by Country over time | A line chart that shows the most popular countries on your website or app per day over the specified date range. | This chart is populated automatically. |
| Users by Country | A bar chart that shows the most popular countries in the specified date range. | This chart is populated automatically. |
Data table
The report includes the following dimensions by default:
- Age
- City
- Country
- Gender
- Interests
- Language
- Region
It includes the following metrics by default:
- Average engagement time
- Conversions
- Engaged sessions
- Engaged sessions per user
- Engagement rate
- Event count
- New users
- Total revenue
- Users
By default, the table shows data broken out by the Country dimension. The table is sorted by the countries with the most users. To sort the table by a different metric, click the down arrow next to the metric.
For more information about each dimension and metric, see Analytics dimensions and metrics.
Frequently asked questions
Why do I see "unknown" for the Age or Gender dimension?
Google Analytics uses the "unknown" dimension value to indicate that there isn't enough information to determine the user's age or gender.