How to enable Audience Demographics Overview by Age & Gender for your website domain’s Google Analytics Property

I will explain how to enable Audience’s Demographics Overview by Age & Gender which will enable you t o bifurcate between your website traffic by age & 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:


  • Overview (overview of traffic by age and gender)
  • Age (traffic by age ranges)
  • Gender (traffic by gender)


  • Overview (overview of traffic by affinity and other categories)
  • Affinity Categories (behavior by affinity categories)
  • In-Market Categories (behavior by in-market categories)
  • Other Categories (behavior by other interest categories)

These reports let you see not only how many of your users visit over a date range, but also who those users are, and how their behavior 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

Assumptions: I assume that you have already created property for your website domain & you want to enable Demographics Overview for the same

Step 01

First sign in to Google Analytics Account

Step 02

google analyitics admin section

Click on ‘Admin’ tab on top right

Select your preferred Account at far left column if you have more than one account (Skip this step if you have only one account)

Step 03

Navigate to second column called Property,

Select your preferred Google Analytics Property i.e. Your Preferred Domain

Step 03 A

google analytics property settings

Now click on ‘Property Settings’

Under ‘Display Advertiser Features’, Click on tab / slider to enable i.e ON to ‘Enable Demographics and Interest Reports’

Now Save Settings

Step 03 B

Under ‘In-Page Analytics’ on same page, Click on tab or slider to enable i.e. ON ‘Use enhanced link attribution’

Now Save Settings

Step 04

Now under ‘Property’ section,

google analytics tracking info

Click on ‘Tracking info’, Click on tab or slider to enable i.e. ON ‘Display Advertiser Support’

Now Save Settings

Step 05

Now implement newly generated tracking code with our new settings by Google Analytics website to your chosen & preferred domains website’s HTML or Dynamic PHP.

Congrats…!!! Your are Done!

Note: Give analytics at list 24 hours to enable & activate Demographics support for your website.


Further Reading:

Article 01:
Google Analytics Audience Demographics Overview not showing, displaying, appearing any website traffic Data age & gender wise

Article 02:
How to enable Audience Demographics Overview by Age & Gender for your website domain’s Google Analytics Property

Article 03:
Display Advertiser Features i.e. Demographics and Interest Reports & Use enhanced link attribution not working Google’s new Universal Analytics, Here is how to fix it & make it work & show relevant data by tweaking tracking code

Thanks & Regards
Mandar Apte

Published by Mandar Apte

Mandar is a Mumbai-based multi-disciplinary designer with UX/UI, Logo, Symbol, and Brand Identity design expertise. He currently runs his Mudrkashar Linguistic Apple iPhone, iPad, and Mac app business in the heart of Mumbai city.

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