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: determine if a property attracts the users you want

To determine whether your traffic reflects the type of users you want, look through the demographics data in your reports.

Open the Demographics overview report to see cards for users by:

  1. Country
  2. City
  3. Gender
  4. Age
  5. Language
  6. Interests

This first level of data lets you see whether users meet the demographic profile you want.

Click the link at the bottom of any of those cards to determine whether they also meet the behavioral profile you want for that dimension based on their engagement, conversion, and revenue data.

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