What is Demographics report in GA4?

The Demographic details report in Google Analytics 4 (GA4) provides key characteristics about the people who use a website or app. Here are the details:

1. What It Includes:
   • The report includes information such as a user’s:
     • Language
     • Interests
     • Location
     • Age
     • Gender
2. Data Aggregation and Privacy:
   • Only aggregated data from users who consent to sharing demographics data are included in the report.
   • Data thresholds may be applied when user counts are low to protect end users’ privacy.
3. How to Access the Report:
   • Sign in to Google Analytics.
   • From the left menu, select Reports.
   • On the left, click User Attributes > Demographic details.
   • If you don’t see the report, it may have been removed or isn’t in your default set of reports. As an editor or administrator, you can add it to the left navigation¹.
4. Data Sources:
   • Websites: Demographics and interest data come from activating Google signals. Google signals associates session data from websites and apps with users who have signed in to their Google Account and enabled Ads personalization.
   • Apps: Demographics and interest data come from the Android Advertising ID or iOS Identifier for Advertisers (IDFA). Analytics generates an identifier based on these IDs, including demographics and interest data derived from users’ app activity.
5. Missing Device Identifiers:
   • When the Device Advertising ID is not present, Analytics cannot derive demographics and interest data. Therefore, this data may only be available for a subset of users and may not represent the overall composition of your traffic.