About Demographics and Interests

Analyze users by age, gender, and interest categories.

Demographics and Interests data provides information about the age and gender of your users, along with the interests they express in their online travel and purchasing activities.

In this article:

Available data

Five dimensions are available: Age, Gender, Affinity Categories, In-Market Segments, and Other Categories:

  • Age identifies users by six categories: 18-24, 25-34, 35-44, 45-54, 55-64, and 65+.
  • Gender identifies users as either male or female.
  • Affinity Categories identifies users in terms of lifestyle; for example, Technophiles, Sports Fans, and Cooking Enthusiasts. These categories are defined to be similar to TV audiences.
  • In-Market Segments identifies users in terms of their product-purchase interests.
  • Other Categories provides the most specific, focused view of your users. For example, while Affinity Categories includes the category Foodies, Other Categories includes the category Recipes/Cuisines/East Asian.

You can view reports and create Segments based on these dimensions. You can use the Segments for analysis and to create Remarketing Audiences.

Where the data comes from

Demographics and Interests data comes from the third-party DoubleClick cookie (for web traffic) and from anonymous identifiers for mobile apps (i.e., Advertising ID for Android and IDFA for iOS). Neither analytics.js nor ga.js collects Demographics and Interests data.

Before you can see or work with Demographics and Interests dimensions in Analytics, you must:

  • Enable Advertising Features for your property, and
  • Enable the Demographics and Interests reports for the view.

Read Enable Demographics and Interests reports.

Some geographies have limited coverage of interests. Data may not be available for many values of Affinity Categories, In-Market Segments, and Other Categories. Also, you may find that less data is available for In-Market Segments than for Affinity Categories and Other Categories.

Standard reports

Before you can see data in the reports, you must enable Advertising Features for your property and enable reporting in the view. Read Enable Demographics and Interests reports.

To see the Demographics and Interests reports, navigate to your view, then:

  1. Click the Reporting tab.
  2. Click Audience > Demographics or Audience > Interests.

Seven standard reports are available:

  • Demographics Overview: The distribution of Sessions (or other key metrics) on your property by age group and gender. Sessions is the default key metric. You can also use % New Sessions, Avg. Session Duration, Bounce Rate, or Pages per Session.
  • Age: Acquisition, Behavior, and Conversions metrics broken down by age group. When you drill into an age group, you see the breakdown by gender, and then by interest. Ages below 18 are not included in the data.
  • Gender: Acquisition, Behavior, and Conversions metrics broken down by gender. When you drill into a gender, you see the breakdown by age group, and then by interest.
  • Interests Overview: The distribution of Sessions (or other key metrics) on your property by the top-10 interests in Affinity Categories, In-Market Segments, and Other Categories.
  • Affinity Categories (reach): Acquisition, Behavior, and Conversions metrics broken down by Affinity Categories.
  • In-Market Segments: Acquisition, Behavior, and Conversions metrics broken down by In-Market Segments.
  • Other Categories: Acquisition, Behavior, and Conversions metrics broken down by Other Categories.

Custom reports

You can use the Demographics and Interests dimensions in Custom Reports. For example, you might want to use the Gender and/or Age dimensions to set the context for evaluating Ecommerce metrics like Buy-to-Detail Rate or Product Revenue per Purchase.

Before you can see data in custom reports, you must enable Advertising Features for your property and enable reporting in the view. Read Enable Demographics and Interests reports.

Demographics and Interests segments

Segments let you isolate and analyze subsets of your data. For example, you can create a Segment of men who spend over $25 per session and use this Segment to create a Remarketing Audience.

Once you make the Demographics and Interests dimensions available in Analytics, you can use them to create segments.

Targeting on the Google Display Network

Analytics uses the same age, gender, and interests categories that you use in AdWords to target ads on the Google Display Network. For advertisers, this parity between products lets you explore the data in Analytics, and then put your findings to work in AdWords. For example, you can see how behavior on your site or in your app varies among different segments of users (Do 25-34 year old Technophiles have higher conversion rates than 35-44 year old Technophiles?). The results of that exploration let you then refine your ad targeting on the Google Display Network. If, for example, 25-34 year old Technophiles convert at a higher rate than their 35-44 year old counterparts, you might focus more of your ad budget on the 25-34 year old group.

Data taxonomy

Affinity, In-Market, and Other Categories are based on a hierarchical taxonomy that is flattened in Analytics; for example, in Other Categories:

  • Software
    • Internet Software
      • Internet Clients and Browsers

becomes three separate categories in Analytics:

  • Software
  • Software/Internet Software
  • Software/Internet Software/Internet Clients and Browsers

A single session can be classified in multiple categories, and as such, can be counted multiple times in the metrics. For example, a session classified in Software/Internet Software/Internet Clients and Browsers will also be classified in Software/Internet Software and Software.

Even though a session can be counted in multiple interest categories, it is counted only once in the total at the top of the column.

Learn more about how Google determines interest categories.

Related resources

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