How to Enable Demographics and Interests Reports in Google Analytics

Do you want to find out information about the age, gender, and interests of your users? With Google Analytics Demographics and Interests, it’s easy to set this up. In this guide, we’ll walk you through how to enable Demographics and Interests reports in your Google Analytics account.

If you have a GA4 property, read the GA4 instructions.

If you have a UA property, skip to the steps for UA instructions below.

Not sure what property type you have? Learn about the differences between UA vs GA4 properties.

How to Enable Demographics and Interest Reporting

Google Analytics 4

Log in to your Google Analytics account and make sure the correct GA4 property is chosen. Next, click into Admin.

Go to Data Settings » Data Collection and get click on Get started on the Google signals data collection option.

Follow the steps as indicated. Once enabled, you’ll start collecting additional data about your website visitors.

Universal Analytics

First, you’ll need to log in to your Google Analytics account and select the correct UA property and view.

Choose a Google Analytics account and view

Next, click on Audience » Demographics » Overview from the menu on the left side of the page. From here, you can click the blue Enable button.

You should see a success message.

That’s it! It may take a day or so before Google Analytics can give you all your demographics and interests data.