Do you want to be able to find and use demographics and interests reports in Google Analytics?
Gathering more data about the people that are visiting your site will help you get to know and understand your audience better.
In this article, we’ll show you how to find demographics and interests reports in Google Analytics so you can discover information about the age, gender, and interests of your users.
You can go through our detailed video tutorial on how to enable demographics and interests reports in Google Analytics. Then, learn how to use these reports to find important audience insights.
Or, read on to find our written steps below.
Enable Demographics and Interests Reports in Google Analytics
Before you can access information about the demographics and interests of the users visiting your website, you’ll need to enable the demographics and interests reports in your Google Analytics account.
Enabling these reports is very simple! Just log into Google Analytics, head to Audience » Demographics » Overview and click the blue Enable button:
For more help with this step, be sure to check out our helpful guide on enabling demographics and interests reports in Google Analytics.
Once you do this, you’ll be able to access data such as:
- User ages
- User genders
- Affinity (interest) categories that take into consideration user lifestyles
- Other categories that expand on affinity categories and are based on the content users consume
Find the Demographics and Interests Reports in WordPress
The easiest way to find your Demographics and Interests reports is with MonsterInsights. MonsterInsights is the best Google Analytics plugin for WordPress because it allows you to easily connect your WordPress site with Google Analytics (without hiring a developer or writing any code).
With MonsterInsights installed, you can set up sophisticated tracking features such as event tracking, eCommerce tracking, form tracking, custom dimension tracking, outbound link tracking, and more with the click of a button.
It’s the most popular, most user-friendly Google Analytics WordPress plugin available on the market.
After installing and activating the MonsterInsights plugin at the Plus level or above, you’ll have access to the Publishers Report in your WordPress dashboard. Find it under Insights » Reports » Publishers:
Scroll down the page to find the Age and Gender (demographics) report. This report will show you the exact breakdown of your users’ ages and genders.
Below this report, you’ll find your Interests report:
The interests report can help you identify a more specific target audience, think about the content you’re serving to that audience, and where and how you’re serving it.
For instance, if you’re seeing a lot of job and business-related interests but you’re not yet advertising on LinkedIn, that might be a great next step based on where your audience might be hanging out on the ‘net.
Find Demographics and Interests Reports in Google Analytics
To find these reports in Google Analytics, go to Audience » Demographics. The Overview gives you a general demographics breakdown of your site visitors. This includes the age and gender of your users.
If you click on the Key Metrics dropdown menu, you can change the metrics to:
- % new sessions
- Average session duration
- Bounce rate
Go ahead and play around with these to see, for instance, which age group or which gender is spending the most time on your site.
If you dive further into the Age and Gender sections in your Google Analytics account (by clicking on them in the sidebar under the Demographics heading), you can get even more details related to the behavior of visitors on your site according to their age and gender.
For instance, find out which age group initiates the most new sessions or generates the most revenue for your eCommerce shop.
If you want, you can even create an advanced segment in Google Analytics to break down each gender and age group into their own specific groups to further analyze user behavior on your site.
To find the Interests reports in Google Analytics, go to Audience » Interests. In the Overview section, you’ll see a breakdown of the 3 main reports:
- Affinity Categories: This is the top-level category. For instance, it includes things like Technology, Health and Fitness, and News and Politics
- In-Market Segments: This is the next level of interest categories. It includes products people with certain interests are looking to buy such as Consumer Electronics, Travel/Air, and Education.
- Other Categories: This groups users into categories that they are also interested in browsing, such as Arts & Entertainment, Sports, and Travel.
If you click into these sections in your Google Analytics account, you can get even more details about the behavior of site visitors on your site according to their interests.
With this information, you can find new markets to target, A/B test different pages to boost conversions, and work to create new content that will resonate with the many different kinds of people that are visiting your website.
Read to learn more about Google Analytics? Read The Complete Beginner’s Guide to Google Analytics for WordPress.