How to Enable Google Analytics Demographics and Interest Reporting in WordPress — Documentation page title

Google Analytics can show you the age, gender, and interests of your website visitors, but only after you enable a feature called Google Signals. This guide walks you through enabling Google Signals in GA4 and turning on Demographics reporting inside Analytify.

This feature requires Analytify Pro. Demographics stats are not available in the free version of Analytify. See Analytify pricing for plan details.

Requirements

Before we start, make sure you have

• A Google Analytics 4 property connected to your site
• Admin-level access to your GA4 property. Editor or Administrator permissions are required to enable Google Signals
• Analytify Pro installed and activated on your WordPress site
• Analytify is connected to your GA4 property. See How to Integrate Analytify with Google Analytics 4

Important: how Google Signals collects data. Demographics and interest data is only collected from users who are signed into their Google account and have Ads Personalization turned on. Visitors who are not signed in, or who have opted out of ad personalization, will not be included in your demographic reports. On lower-traffic sites, your demographic data may appear as “(not set)” — this is a GA4 privacy threshold, not a bug. GA4 withholds demographic data when the number of users in a segment is too small to protect individual privacy.

GDPR note. Enabling Google Signals also enables DoubleClick third-party cookies used for remarketing. If your site serves visitors in the EU or other regions with strict data privacy laws, review your consent and cookie policy before enabling this feature. See Analytify and GDPR Compatibility for more information.

Enabling GA4 Demographics

• First, log in to your Google Analytics account. 
• Once you’re logged in, choose the required GA4 property.
• Then navigate to Admin in the left lower corner. 

Then on the admin page, you’ll see two columns: Account and Property. In the property column, go to Data Collection under Data Settings.

Navigate to Enable Google signals data collection option, and click Get Started.

In case the Google Signals feature is already activated, you will see a toggle switch. You need to turn on this switch.

Once you click Get Started, you will be navigated to the activation page. There, you need to click Continue and then Activate.

All done! Now you’ll start setting demographic reports in GA4.

Enabling Google Analytics Demographics and Interest Reporting in WordPress

Analytify, the best Google Analytics WordPress plugin lets you see your Google Analytics data right in your WordPress dashboard. Follow these steps to turn on reporting on demographics and interests in Analytify:

Go to your WordPress dashboard.

Then navigate to Analytify>>Settings.

You’ll be redirected to the next page. There, go to the Advanced tab and scroll down the page to toggle on the Demographic & Interest Tracking option.

Finally, click on Save Changes.

Once these settings are saved, you can use the Analytify plugin to see the Google Analytics Demographics and Interest reporting feature right in your WordPress dashboard. 

Moreover, when you turn on the demographics feature in Google Analytics, it usually takes 24 hours for the data to start showing up. Don’t worry if you don’t see anything right away.

We hope this guide helped you set up demographics and interest reports for your Google Analytics and Analytify WordPress. Use this information to learn more about your readers and make your website better for them.

Troubleshooting: Not Seeing Any Data?

If your demographics report is empty or showing “(not set)” after 48 hours, check the following:

• Low traffic — GA4 applies privacy thresholds. If too few users match a demographic segment, the data is withheld. This is expected behavior on smaller sites.
• Users not signed into Google — Demographic data only comes from signed-in users with Ads Personalization enabled. If most of your visitors are not signed in, your demographic coverage will be limited.
• Google Signals not fully activated — Go back to GA4 Admin >> Data Settings >> Data Collection and confirm the Google Signals toggle is on.
• Consent blocking — If you have a consent management platform that blocks analytics cookies by default, users who do not accept cookies will not contribute to demographic data.

If you need further help, contact the Analytify support team.