Likely to Universal Analytics, Google Analytics 4 doesn’t show the demographic data by default. This article will let you know how to enable demographic reports in GA4.
How to enable demographic data in GA4
As mentioned above, GA4 doesn’t show demographic data by default. In order to enable it, you should activate another feature in GA4 that’s responsible for it. This feature is called Google Signals.
Enabling it has pros and cons, which you can read more about in my other article. But if you want to collect demographic data, there is no way apart from enabling it.
So, you should take the following steps to enable demographic data in GA4:
- Login to your GA4 property
- Navigate to Admin -> Data settings -> Data collection
- Enable “Google Signals data collection” and “Granular location and device data collection”
- Navigate to GA4 Reports -> Library and publish “User” Collection
Wait at least 24 hours and go to GA4 Reports -> User -> User attributes -> Overview, where you can see your users’ first demographic data.
As a result, you will have access to complete demographic data such as age, gender, interests and many other valuable information.
Final Word
To summarise, Google Analytics 4 doesn’t show demographic data by default. You should activate Google Signals to enable it. After that, you should publish the “User” collection in the GA4 library to explore the new data.
If, at some point, demographic data is still not showing in your GA4 property, consider leaving a comment below or contact me directly for extra help.
Frequently Asked Questions
GA4 doesn’t show demographic data by default. You should activate Google Signals in the Data collection settings to enable it.
Likely to Universal Analytics, Google Analytics 4 will start to show demographic data after you activate Google Signals in Admin -> Data collection.
HI I HAVE Enable the Google Signals in the Data collection settings, still these three (gender, Interest & age) data are not showing.
Hi there,
I recommend looking at the GA4 Report Library (GA4 -> Report -> Library) and see if you can publish “User” collection that includes the necessary reports.
If you see it there, please publish it. Also, remember that GA4 will start to collect this data only after 24 hours you activate Google Signals.
Let me know if it helps.
Ihar
Hi,
I also faced the same issue and did the same suggested by you. But it has been 20 days and still the gender based data is not showing. Please suggest what else we can check. Thanks in advance.
Hi Hemender,
Could you please write to me directly by email and we will look together why it’s not working?
Best regards,
Ihar
Hi,
Demographics Data (Age) seperately is showing fine but when combined with Secondary dimension eg.. Session campaign it doesnt show the data.
Path: Reports->Acquisition->Traffic Acquisition.
First Dimension (Age)
2nd Dimension (Session Campaign)
All signals are enabled and has data and User has been published.
Can you please advise?
Hi Jawad,
How much traffic do you have in that report? Could you try to advance the timeframe you use and see if it helps?
It can be not an issue with your setup but GA4 policy.
Ihar
I followed the steps listed above and waited 24 hours but i am still not seeing gender, age and interest. Please advise.
Hi,
I followed your instructions and waited 24 hours but age and gender are not populating. Any suggestions?
Thanks,
Jamie
Hi Jamie,
There is not much info. Please write by email.
Thank you!
Ihar