How to Collect WordPress Visitor Demographics with Google Analytics

Need a way to better target your ideal audience? Want to know more information about the age, gender, and interests of your website visitors?

To know more about your current visitors, and to better target your ideal audience, you’ll need to collect the demographics and interests data for your website visitors.

In this article, we’ll share how to collect WordPress visitor demographics with Google Analytics.

Why Collect Demographics and Interests Data?

Collecting demographics and interests data lets you know more details about your visitors so you can deliver content, or create products, addressing their needs.

MonsterInsights is the best WordPress Analytics plugin. Get it for free!

Drilling into the demographics and interests report lets you identify who your high-value customers are. Once you’ve identified your high-value user group, you can target that group for marketing and remarketing campaigns for more conversions and ROI (return on investment).

Let’s take a look at 2 different examples of how collecting demographics and interests reports can help you:

Example #1: eCommerce Shop
wordpress visitor stats and demographics for ecommerce

If you own an eCommerce shop, collecting a demographics and interests report helps you to identify user groups with the highest eCommerce conversion rates or revenue. For example, you can identify the age group, gender, and interests of your high-value users. Then, you can run a Facebook ad campaign and target that specific group to boost conversions and ROI.

It also helps you to identify your buyer personas, so you can mold your product to those groups and adjust the copy of your site to address their unique needs and concerns.

Example #2: Publisher

If you’re a publisher, you can determine the user groups with the highest engagement. That way, you’ll get to know which content interests that group the most. It also gives you hints for future content ideas so you can deliver more content for that specific group, which will likely drive more revenue and engagement.

How to Collect Demographics and Interests Reports

how to get wordpress visitor stats and demographics

To start collecting the demographics and interests data, you’ll need to make sure that you’ve enabled tracking capabilities for that data on your website.

We’ll walk you through how to enable the WordPress visitor demographic report, step-by-step.

Step 1: Install MonsterInsights and Connect It with Google Analytics

The very first step is to install MonsterInsights on your site. MonsterInsights is the best Google Analytics plugin for WordPress. It helps you quickly and easily set up Google Analytics on your site. You won’t have to touch a single line of code for the basic setup or to collect any additional tracking data, like demographics data.

For a step-by-step guide, read how to properly connect Google Analytics with MonsterInsights.

Step 2: Collect WordPress Visitor Demographics and Interests Data

Navigate to Insights » Settings on your WordPress dashboard. Then, click on the Engagement tab at the top of the page.

Now you’ll see the Demographics section at the top of your Engagement settings. Check the Enable Demographics and Interests Reports for Remarketing and Advertising option.

Step 3: Enable Demographics and Interest Reporting

Now, log into your Google Analytics account. Then, click on the site you would like to enable Demographics and Interests for.

click on google analytics view

This will direct you to the Reporting tab for your account.

Next, click on Audience » Demographics » Overview from the menu on the left side of the page. From there, click the blue Enable button.

enable demographics and interests reporting

You should see a success message.

demographics and interest reporting success

That’s it! It may take a day or so before Google Analytics can give you all your demographics and interests data.

How to Find the Demographics and Interests Reports

Once you’ve set up the tracking, you can find an overview of the demographics data in your dashboard reports by MonsterInsights, right in your WordPress dashboard.

Navigate to Insights » Reports and click on the Publishers tab. Now, you’ll see your demographics data displayed in beautiful graphs.

MonsterInsights Publishers Report, Age and Gender

As shown in the screenshot above, you’ll see the exact breakdown of your users by age and gender.

You can also view the Interests report in your MonsterInsights Publishers report.

MonsterInsights Publishers Report, Interest Breakdown

Moreover, the Publishers report includes other important reports like top landing pages, affiliate tracking, download tracking, etc.

You can view your Demographics data in your Google Analytics account as well by signing into their website.

Open Google Analytics’ website on your browser, log into your account, and navigate to  Audience » Demographics » Overview.

demographics overview report

To get a detailed demographics report, you may click the Age or Gender menu below the Demographics tab in the left taskbar.

To see an overview of the interests data, you can visit Audience » Interests » Overview.

interests overview report

You can also find a detailed interests report on affinity categories, in-marketing segments, and other categories in Google Analytics.

We hope this article helped you set up your demographics and interests report in Google Analytics. If you want, you can also go through our article on how to set up WordPress visitor tracking.

Collecting demographics data will help you run profitable remarketing campaigns. If you’re also running offline marketing campaigns to promote your business, you can track them in Google Analytics for better ROI.

And don’t forget to follow us on Twitter and Facebook for more helpful Google Analytics tips.

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