HOW TO ENABLE GOOGLE ANALYTICS DEMOGRAPHICS

Synopsis

The Demographics and Interests report is a new Google Analytics feature that has been released that not only allows you to analyze your users by age, gender, along with the interests they express in their online travel and purchasing activities.

Enabling Demographics & Interests

To make the Demographics and Interests data available in Analytics, you must Update Analytics to support Display Advertiser Features. This will then give you the option to turn on the Demographics and Interests reports.

Data Exposed

Aside from Age & Gender, Affinity Categories identifies users in terms of lifestyle; for example, Technophiles, Sports Fans, and Cooking Enthusiasts. These categories are defined to be similar to TV audiences. In-Market Segments on the other hand identifies users in terms of their product-purchase interests.

Where the data comes from

Demographics and Interests data comes from the third-party DoubleClick cookie (for web traffic) and from anonymous identifiers for mobile apps (i.e., Advertising ID for Android and IDFA for iOS). Neither analytics.js nor ga.js collects Demographics and Interests data.

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Read the original Article from Google

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