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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.
Written By
Ihar Vakulski
With over 8 years of experience working with SaaS, iGaming, and eCommerce companies, Ihar shares expert insights on building and scaling businesses for sustainable growth and success.
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