How to use Demographics Overview Report in Google Analytics

Step-1: Login to your Google Analytics account and then navigate to the main view (the one which you frequently use for data analysis).

Step-2: Navigate to the ‘Demographics Overview’ report:

Navigate to the ‘Demographics Overview’ report:

Step-3: Set the date range of the report to the last three months:

Set the date range of the report

Step-4: Note down the top 2 or 3 biggest age group (in terms of traffic) which visited your website from the chart like the one below:

Note down the top 2 or 3 biggest age group

From the chart above, we can conclude the following:

> Majority of people who visited the website are in the age group 25-34, followed by 35-44 and then 18-24

 

Step-5: Now find the following pie chart in the report and note down the % of male and female who visited your website:

Find the following pie chart in the report

From the pie chart above, we can conclude the following:

>> 67% of website visitors are male and 33% are female.

Step-6: Summarize your data analysis so far:

>> Majority of people who visited the website are in the age group 25-34, followed by 35-44 and then 18-24

>> 67% of website visitors are male and 33% are female.

Step-7: Now keeping this demographic overview data in mind and all the great understanding that you have developed so far by interviewing your client, provide insight. This insight should (ideally) also include a recommendation(s) for action. 

The following is an example of insight

Men in the age group 25-34 are your primary target audience. 

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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