This article is about Universal Analytics (UA) properties. Starting July 1, 2023, standard UA properties will stop processing data (July 1, 2024 for UA 360 properties). Migrate to Google Analytics 4, and then refer to the Google Analytics 4 properties section of this help center.

Enable Demographics and Interests reports

If you have activated Google signals, the controls to enable Demographics and Interests reports are not available.
In this article:

To make the Demographics and Interests data available in Analytics, you need to:

  1. Update Analytics to support Advertising Reporting Features.

    When you enable Advertising Reporting Features, you allow Analytics to collect additional information from the DoubleClick cookie (web activity) and from Device Advertising IDs (app activity).
  2. Adhere to the Analytics Advertising Features Policy.
  3. Enable the Demographics and Interests reports.

Enable Demographics and Interests reports

You can enable the Demographics and Interests reports from either the Admin or Reporting tab.

To enable the reports from the Admin tab:

  1. Sign in to your Analytics account.
  2. Click Admin.
  3. Navigate to the account and property where you want to use Demographic and Interests data.
  4. In the PROPERTY column, click Property Settings.
  5. Under Advertising Features, set Enable Demographics and Interests Reports to ON.
  6. Click Save.

To enable the reports from the Reporting tab:

  1. Sign in to your Analytics account.
  2. Navigate to the account, property, and view where you want to use Demographic and Interests data.
  3. Open Reports.
  4. Open the Audience > Demographics > Overview report.
    Demographics Overview report, Demographics and Interests not enabled.
  5. Click Enable (above the introductory text).

You should see data in your reports within 24 hours of enabling.

Use Google Tag Manager to enable Advertising Reporting Features.

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