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 Advertising Features.

    When you enable Advertising Features, you allow Analytics to collect additional information from the DoubleClick cookie (web activity) and from anonymous identifiers (app activity).
  2. Adhere to the Google 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 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 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 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).

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

Related resources

Use Google Tag Manager to enable Advertising Features.

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