I will explain how to enable Audience Demographics Overview by Age & Gender, which will enable you to bifurcate your website traffic by age and gender.
As Google Analytics help explains:
Analytics now includes data on your users’ demographics (age, gender) and interests (affinity categories, other categories). You can analyze those data with two new categories of reports in the Audience section:
Demographics
- Overview (overview of traffic by age and gender)
- Age (traffic by age ranges)
- Gender (traffic by gender)
Interests
- Overview (overview of traffic by affinity and other categories)
- Affinity Categories (behavior by affinity categories)
- In-Market Categories (behaviour by in-market categories)
- Other Categories (behaviour by other interest categories)
These reports let you see the number of your users who visit over a date range, who those users are, and how their behaviour varies by attribute (e.g., male vs. female).
Here are steps that you have to follow to enable Demographics for your current Google Analytics Property
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