How to set up demographics and interests reports in Google Analytics

Demographics and interests reports in Google Analytics give you additional insight about your users, allowing you to do analysis based on age, gender and interest categories. You get a much better idea of who your users are and the setup is so quick to do, there's no reason not to. To get this information, you need to do minor tweaks to your Google Analytics and Google Tag Manager. Those changes will allow Google to share anonymised data about your site or app visitors, and once set up, you can use this information to understand the behaviour patterns of your users by different profiles. You will be able to see: If a particular age group converts more Whether you get more visits from males or females from a particular country or city If your users are more into travelling, movies or social media You'll also be able to: Build remarketing lists Build segments for more detailed information about your users Target your ads to specific users What reports will you get? Demographics Overview: snapshot view of your users by age and gender Age: Acquisition, Behaviour and Conversions metrics by age group (below 18 are not included) Gender: Acquisition, Behavior and Conversions metrics by gender Interests Overview: top 10 interests of your users in 3 areas: Affinity Categories, In-Market Segments and Other Categories Affinity Categories (reach): view of users by their lifestyle with Acquisition, Behaviour and Conversions metrics broken down by Affinity Categories In-Market Segments: view of users by their product-purchasing interests with Acquisition, Behaviour and Conversions metrics broken down by In-Market Segments Other Categories: more specific view of users with Acquisition, Behaviour and Conversions metrics broken down by Other Categories How does Google get this data? Google collects demographics and interests data from the third-party DoubleClick cookie for web traffic and anonymous identifiers for mobile app activity, like the Android Advertising ID and the iOS Identifier for Advertisers. But Google is unable to collect this data if the cookie or anonymous identifier isn't present, or if there's no profile information available. As a result, this data may only be available for a subset of your users. This will be shown on the report as a % of traffic the report represents. When is threshold applied? There are occasions when data is withheld from your reports to ensure the anonymity of users. For example, this might happen when you don’t have enough data for a particular age range or gender. When the threshold has been applied, you will see a notification below the report title. 3 simple steps to set this up 1. Enable the feature in Google Analytics Go to Admin > Property > Property Settings. Scroll down to Advertising Features, and set the option to Enable Demographics and Interests Reports to ON. Now save. 2. Enable the feature in Google Tag Manager Go to edit your GA pageview tag > Configure Tag. Under the tracking ID, tick the Enable Display Advertising Features box. Save the tag, and you've got one last step to do. 3. Enable the report in Google Analytics For this go to Audience > Demographics > Overview report. Click Enable, and you're all set. You should see your demographics and interests data within 24 hours of enabling the feature. We also provide consultancy services if you need help with more advanced setup.   Further reading: Tracking registered users with Google Analytics and GTM V2 How to use demographic targeting in AdWords  


Setting up a destination goal funnel in Google Analytics

Destination goal funnels in Google Analytics track how well certain actions on your website contribute to the success of your business. By setting up a goal for each crucial activity you will get more focused reports on how visitors are using your website, and at what stage they are dropping out of the conversion funnel. The first time I tried to set up a destination goal was daunting, but after some practice, I am now seeing valuable information on how well visitors are interacting with our clients' websites. If like Teachable you have different subscription packages, then you might want to track how each subscription is converting. For this, set up the purchase confirmation page of each subscription plan as a goal, with a funnel to get additional insight into where people drop off. Step 1: Create a new goal To set up a destination goal go to Google Analytics Admin settings > View > Goals. Click ‘new goal.’ Step 2: Fill in destination goal details Google has some goal templates that provide set-up suggestions. They will only display if you have set your industry category in property settings. Selecting any of the given templates will only populate the name and type of the goal, but not the conversion details, which are more complicated for some. This is not very useful for me so I will ignore this: select ‘custom’ and click ‘next.’ Goal name Give your goal a descriptive name. You will later see it in various reports in Google Analytics so use whatever makes sense for you. Here I am going to use the name of the subscription plan I am tracking - Basic Subscription. Goal slot ID Goal slot ID is set automatically and you might want to change it if you want to categorise your goals. Select ‘Destination’ and click ‘next step.’ Step 3: define your destination goal Destination type You have a choice between 3 different match types. If you have an exact URL that does not change for different customers (without '?=XXX'), then use ‘Equals to’ for an exact match. If the beginning of your converting URL is the same, but there are different numbers or characters at the end of the URL for various customers, then choose ‘Begins with.’ Use ‘Regular expression’ to match a block of text within the URL. For example, if all your subscriber URLs have 'subscriber_id=XXX' somewhere then type 'subscriber_id=' into the text field. You can also use 'regular expression' if you need to match multiple URLs and know how to use special characters to build regex. One of our favourite tools to test regular expressions is Regex Tester. The match type you select here will also apply to the URLs in the funnel, if you choose to create one. Destination page Destination page is the URL where the conversion occurs. For Teachable, and most other websites that sell something online, the destination is usually a ‘thank you' page that is displayed after successful purchase. You might also have a thank you page for contact forms and newsletter signups, which you would track the same way as a payment thank you page. Here you insert the request URI, which is the URL part that comes after the domain address. It would look something like this: /invoice/paid /thank you.html /payment/success Step 4: Should you set a goal value? (optional) You can set a monetary value to your goal if you want to track how much it contributes. e.g. If the goal is visitors completing a contact form, and you know the average lead generates you £100, then you can put the value at 100. If you are an ecommerce site and want to track exact purchases, then set up enhanced ecommerce tracking instead. Step 5: Should you set up a funnel? (optional) If you have several steps leading up to the conversion, you should set up a funnel to see how many people move through each defined step and where they fall out. If you do not set the first step as 'required', Google Analytics will also track people coming into funnel halfway through. i.e. If the first stage of your funnel is the homepage, then it will still include visitors who land straight on your contact page. Verify Now that you have set up your destination goal, click ‘verify the goal’ to check it works. If all is set up correctly, you should see an estimation of the conversion rate your goal would get. If you do not get anything, then check each step carefully. Once all is well, click ‘create goal’ and check it is working after a few days or a week, depending on how much traffic you get. If you set up a funnel, you will see it in Conversions > Goals > Funnel Visualisation. This is what a typical funnel would look like. Because I did not set the first step as 'required' you can see people entering the funnel at various steps.   Need more help? Get in touch or comment below!


Analytics showing wrong numbers for yesterday's visits

We've noticed a few issues with clients using Universal Analytics this last month, when visits for the last day have been double the normal trend. It then corrects itself a few hours later - so seems to be just a blip with the data processing at Google. Others have noticed the same problem. The temporary fix is to only generate reports with time series ending the day before yesterday. i.e. ignore yesterday's data. Now Google have officially acknowledged the problem Looking forward to seeing that one fixed!


Measuring screen resolution versus viewport size

There’s a difference between the ‘screen size’ measured as standard in Google Analytics and the ‘browser size’ or ‘browser viewport’. Especially on mobile devices, there are pitfalls comparing the two. Browser viewport is the actual visible area of the HTML, after the width of scroll bars and height of button, address, plugin and status bars has been allowed for. Desktop computer screens have got much bigger over the last decade, but browser viewports (the visible area within the browser window) are not. The CSS tricks site found only 1% of users have their browser viewing in the full screen. While only 9% of visitors to his site had a monitor less than 1200px wide in 2011, around 21% of users have a browser viewport of less than that width. Simply put, on a huge monitor you don’t browse the web using your full screen. Therefore, 'screen resolution' may be much larger than 'viewport size'. The best solution is to post browser viewport size to GA as a custom dimension. P.S. Google Analytics does have a feature within In Page Analytics (under Behaviour section) to overlay Browser Size, but it doesn’t work for any of the sites I look at.


What's included in Analytics traffic sources?

The Channel report in Google Analytics (under 'Acquisition' section) splits out into 6 or more types of visit channel: Direct Where a visitor has: typed the URL into the address bar clicked on a link which is NOT in another web page (e.g. in a mobile app) visited a bookmarked link Organic Search All visits from search engines (i.e. Google, Bing, Yahoo) which were not an advertisement. You used to be able to filter out people searching for your brand (which are more like Direct visits), but now the search terms are not provided. Paid Search Visits from search engines where the visitor clicked on an advert. Referral Where a visitor has clicked on a link in another website (not your own domain), but not including search engines or social networks. Social Networks Specifically links from known social network websites (including Facebook, Twitter, LinkedIn etc) Email From links tagged as medium = 'email'. Your email software needs to be configured correctly to add this tag. Display Links tagged as 'display' or 'cpm'. FAQs Can I change the channel groupings? Yes, you can change this under Admin .. (Selected View).. Channel Grouping. But we recommend you don't do this for your default view, as you won't be able to compare the historical data.

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