Track visitor age, gender and interests in Google Analytics

Google Universal Analytics provides a wealth of information. But did you know that you can also get visitor demographic information and visitors’ interest information? Well, Mira is here to tell us about it.

Upgrading to the latest version of Google Analytics (Universal Analytics) is something I always recommend. It contains new and improved features, and one of the new ones is the ability to get detailed demographic and interests information on your site visitors easier than ever.

Within Universal Analytics there is the option to enable Advertiser Features (this can be found by going to Admin > account and property > Property Settings> and under Advertiser Features, turn on Enable Advertiser Features). Then you’ll then need to modify your tracking code with an additional line or simply turn the one liner on from Google Tag Manager if you’re using it. More information can be found here.

To enable the reporting, follow the above steps and turn on the option Enable Demographic and Interests Reports. Then the necessary changes to your privacy policy and you’re good to go!

Now you can add to the already detailed data with information such as age, gender and specific interests of those visitors. All of this information can help you with the likes of ad targeting and marketing, as well as how your site is actually designed and how/where content is laid outand other future development.”

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