How to track Interests and Demographics in your Google Analytics account

There is a lot more to Google Analytics than meets the eye. With just an extra bit of coding, you can start to capture some much more interesting insights into your users and their demographcis. 

Much more interesting.

If you want to activate these sections in your analytics, you actually need to add a new piece of code to your analytics tracking. This code also activates Display Advertising. This code isn't actually generated from the tracking generator in your account so you need to know what to add.

Add in: ga('require', 'displayfeatures') just before the ga('send', 'pageview');

See below in context:

This wont show you every visitor on your site and only shows you a sample. It is estimated to cover approximately 25% of traffic however it will give you some useful information. This is gathered from what Google already knows about users.

One of our clients, a betting company, shows the gender to be 90% male visitors compared to 10% female, so it does give you a pretty good indication.

This won't show you retrospective data so the sooner you can add it in the better.

You may need to ask your friendly web developer to add this.