In Google Analytics, the Demographics and Interest sections include Overview reports, along with Age, Gender, and Interest Categories reports.
Insight you can gather from Google Analytics’s Demographics and Interest sections are
- your customers gender & age makeup
- what interest your customers (movie buffs, music lovers, entertainment news junkies, cooking enthusiasts)
- what customers looking to buy. In others words, what are they in the market for (travel, financial services, electronics, apparel)
The Demographics and Interest sections is not enable on default. You need to turn it on and insert a line of code to get the insight.
There are the basic 3 steps to turn on the Demographics and Interest sections in Google Analytics.
Step 1. Flip the switch to “ON” for the demographics and interest reports in your Google Analytics Report
Step 2. Insert the one-line tracking code. (in bold)
Step 3. You should see this when you are done.
How you go about using this insight?
The data available in custom reports can be used as the basis for segmentation. This allows you to evaluate how your users’ behavior varies by demographics and interests; for example, do males interested in cooking convert more frequently or read specific types of content more than females who are interested in sports.
Knowing your customers helps you
- To craft a personalise experience for them on your site
- Able to persuade them to buy easily by writing content that resonate with them
- Target your ads creative better with relevant messages
Here is an example of a Demographics and Interest report in Google Analytics. These are the things visitors to the website are interested in – watching TV and travelling.