Enable Demographics and Interests reports

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

  1. Update Analytics to support Display Advertiser Features.

    When you enable Display Advertiser Features, you allow Analytics to collect additional information from the DoubleClick cookie (web activity) and from anonymous identifiers (app activity).
  2. 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 Google Analytics account.
  2. Select the Admin tab.
  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 Display Advertiser Features, set Enable Demographics and Interests Reports to ON.
  6. Click on Save.

To enable the reports from the Reporting tab:

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

When you enable these reports, Analytics checks to see whether you have also enabled Display Advertiser Features. If you have not enabled Display Advertiser Features, then you are prompted to do so.

With the Display Advertiser Features and the reports both enabled, you should see data in your reports within 24 hours.

Related resources

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Use Google Tag Manager to enable Display Advertiser Features.