Enable Google Analytics Demographics

Updated January 13, 2023

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Yesterday’s post shared information about age ranges and mapping them to generational marketing insights. We realized that some folks may want more information on how to enable Google Analytics Demographics on their account. Well this post is for you.

1. Update Privacy Policy First

Before enabling the Google Analytics Demographics code on your website, you first must update your website’s privacy policy. You are required to alert visitors… those that will actually read your privacy policy… of the following:

• You’ve enabled Analytics features that collect data about your traffic (e.g., Remarketing, Demographics & Interest Reporting).
• Advertising cookies and anonymous identifiers are implemented.
• Explain how visitors can opt-out.

To read the policy requirements for Google Analytics advertising features, it’s available in Google Support.

2. Modify Tracking Code

The next step in enabling the Google Analytics Demographics feature is to modify the tracking code. Google Analytics support provides four different tracking scripts:

• Universal Analytics
• Classic Analytics
• Android
• iOS

This is script you’ll insert into your existing code between the “create” and “send commands. Note: if you use Google Tag Manager, there are a different set of instructions. Since this is an advanced feature, we’ll assume that you have the coding chops to follow these steps. For those with a WordPress website, WordPress.org has a forum that can help explain your options.

3. Enable Google Analytics Demographics By Editing Permissions

This is probably the easiest step. All you need to do is log into Google Analytics and choose Audience in the left side menu. Click on Demographics and select Enable Google Analytics Demographics. Once the data is available, you’ll be able to see an overview, age ranges and gender information about your visitors/sessions.

Easy peasy. If you still have questions, give me a shout out.

How can we help?

Need help in digging into your analytics for strategic insights? Or, are you tweaking your content to reach a new audience?

We are the spectrum group online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.

photo credit – top: Blue Fountain Media
photo credit – body: Yuko Honda