Does Google know my gender?

By default, if a user is logged into their Google account, Google Analytics can access profile information like age and gender. This info is available to Google Analytics when the user is logged into Google services including, but not limited to: Google Chrome Browser. YouTube.

google-analytics.ie - How Does Google Analytics Track User Age and Gender?

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Demographics Data in Google Analytics

Demographics reports in Google Analytics at their most basic show the age and gender breakdown of your visitors.

Google Analytics Demographics Reports

Demographics (age and gender) data is collected along with Interests data which relates to interests that your users express through their online behaviour and purchases. Both Demographics and Interests data can help by assisting in the development of personas and judging the value of different user types.

How to Start Tracking User Demographics?

This kind of information is not actually tracked automatically in an out-of-the box Google Analytics configuration. In order to start collecting this information in Google Analytics, you need to:

Modifying your property settings

Modifying your tracking code

Modifying your property settings

and navigate to the property for which you want to enable the features. In the Property column, click Tracking Info , then Data Collection

Click Save.

Modifying your property settings

Modifying your tracking code

Between the ‘create’ and ‘send’ commands, add ga(‘require’, ‘displayfeatures’); similar to the example below: If you’re using Google Tag Manager, follow these instructions to edit the Analytics tag. If you’re still using the ga.js tracking code, you can find instructions for modifying that code here.

2. Enabling the Demographics and Interests Reports for Your View

After enabling Advertising Reporting Features for your property, you still won’t see Demographics data in your Google Analytics report. You also need to enable Demographics and Interests reports. The easiest way to do this is as follows: and navigate to the property for which you want to use Demographic and Interests data. In the Property column, click Property Setting s. column, click s. Under Advertising Features, set Enable Demographics and Interests Reports to ON .

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. Click Save.

Enabling the Demographics and Interests Reports

How does Google Analytics know user Age and Gender (and other Demographic info)?

Google Chrome Browser

YouTube

Gmail

Chromebook Laptop Devices

Android Mobile Devices

Third-party DoubleClick cookie

When this cookie is present on the users browser, analytics will collect any demographic and interests information available in that cookie On iOS apps, when the Google Analytics tracking code is set to collect the IDFA, Google Analytics generates an identifier based on the IDFA that includes demographic (and interests) information associated with that users activity. Age and Gender data is only available for a subset of your users Therefore demographics data (like age and gender) and interests data is generally only available for a subset of your users – so adding Male users + Female users will not necessarily be equal to the total Users figure in your reports. Of a sample of 30 of my own clients, on average only 32% of user demographics are known by Google Analytics.

% of User Demographics that is known by Google Analytics

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google-analytics.ie - How Does Google Analytics Track User Age and Gender?

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