How to Find Demographic and Interest Reports in GA

How to Find Demographic and Interest Reports in Google Analytics

Do you want to be able to find demographic and interest reports in Google Analytics? Understanding the type of people that are visiting your site will tell you if your efforts to market to your target audience are working or not.

In this article, we’ll show you how to find demographic and interest reports in Google Analytics so you can find out information about the age, gender, and interests of your users.

Enable Demographics and Interest Reports in Google Analytics

Before you can access information about the type of people visiting your website, and how they behave on your website, you’ll need to enable the demographics and interest reports in your Google Analytics account.

For help with this step, be sure to check out our helpful guide on enabling demographic and interest reports in Google Analytics.

Once you do this, you’ll be able to access data such as:

  • User ages
  • User genders
  • Affinity categories that take into consideration user lifestyles
  • Other categories that expand on affinity categories and are based on the content users consume

Learning about your audience will help you improve your value propositions, tweak your email marketing efforts, and build your business to be more successful than ever before.

Find the Demographics Reports in Google Analytics

To find the demographics reports in Google Analytics, go to Audience » Demographics.

GA Demographics Reports

The Overview gives you a general demographics breakdown of your site visitors. This includes the age of your users and gender.

Demographics Report Overview

If you click on the Key Metrics dropdown menu, you can change the metrics to:

  • % new sessions
  • Average session duration
  • Bounce rate
  • Pages/Session
  • Sessions

The great thing is, if you want to really make things easier on yourself when it comes to finding out the age and gender of your site visitors, you can use MonsterInsights, the best Google Analytics plugin on the market today.

After installing and activating the MonsterInsights plugin, you can access a variety of reports to find out important data related to your website.

And, if you go to the Publishers Report in your WordPress dashboard, you’ll see the exact breakdown of your users’ ages and genders.

MonsterInsights Publishers Report, Age and Gender

If you go to the Age and Gender sections in your Google Analytics account, you can get even more details related to the behavior of site visitors on your site according to their age and gender.

For instance, find out which age group initiates the most new sessions or which gender generates the most revenue for your eCommerce shop.

GA Gender Data

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 site behavior on your site.

Find Interest Reports in Google Analytics

The Interest Reports in Google Analytics will tell you your users’ interests on other parts of the internet. This will help you identify a more specific target audience, cross or upselling opportunities, better blog content ideas, and more.

To find the Interest Reports, go to Audience » Interests. In the Overview section, you’ll see a breakdown of the 3 main reports:

  1. Affinity Categories: This is the top-level category. For instance, it includes things like Technology, Health and Fitness, and News and Politics
  2. 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.
  3. Other Categories: This groups users into categories that they are also interested in browsing, such as Arts & Entertainment, Sports, and Travel.

GA Interests Reports Overview

Again, if you’re using MonsterInsights, and go to the Publishers Report, you can see a breakdown of your site visitors’ interests. You’ll also see the percentage of interest.

MonsterInsights Publishers Report, Interest Breakdown

If you go to the Affinity Categories, In-Market Segments, and Other Categories 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.

For instance, find out which interests initiate the most new sessions or generate the most revenue for your eCommerce shop.

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.

And there you have it! You now know how to find demographics and interest reports in Google Analytics. And if you want to build your following and grow your business even more, check out how to drive traffic to your online store.

And don’t forget to follow us on Twitter and Facebook for more helpful Google Analytics tips.

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