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

  1. Sign in to Google Analytics.
  2. From the left menu, select Reports Reports.
  3. On the left, click User Attributes > Demographic details.

Don't see the report? If you don't see the report on the left, the report may have been removed or the report isn't included in your default set of reports. If you're an editor or administrator, you can add the report to the left navigation. Learn how to add the report

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 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 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.
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:

This metric is populated automatically.
 

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