This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Reporting: Demographics overview

Gain insights about where your app and website traffic originates.

The Demographics overview report in Google Analytics displays where your app and website traffic originates.

To access the Demographics overview, select Reporting from the drop-down menu in the top left of the Analytics interface. Then select Demographics > Overview under USER in the left navigation bar.

GA Demographics Overview report cards: Users by Country, Users in the last 30 minutes, and Users by City.

Use the following Demographics overview cards to examine your traffic origins:

  • Users by Country – Displays the top countries on a map and in a chart. Click View countries → for more metrics on engagement, conversions, and revenue.
  • Users in last 30 minutes – Displays your realtime website traffic, including total users, users per minute, and top countries. Click View realtime → for even more live stats. 
  • Users by City – Displays the top cities your website visitors arrive from. Click View cities → for a comprehensive report of all the cities that visitors arrived at your app or website from. 

Click the UsersDown Arrow drop-down (in the top left of a card) to quickly switch between Users (all users), New users, and Returning users–without changing contexts. 

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