What is demographic data in Google Analytics?
Demographic data in GA4 estimates visitors' age range, gender, interests, language and location.
GA4's demographic details report shows characteristics of your visitors, such as location, language, age range, gender and interests. Location and language come from the browser and network. Age, gender and interests are estimates that require Google signals to be turned on, and they are only available for some users. To protect privacy, GA4 may hide small groups in these reports.
Why it matters for your business: Demographics help check whether your site reaches the customers you have in mind, and can shape your messaging and ad targeting.
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