Capture demographics with Google Analytics

This year alone, Google has announced over seventy updates to their analytics reporting feature. At their annual summit in October, an additional fourteen were added to list. Yet the announcement which caused the greatest buzz amongst marketers and web analysts was the revelation of the new demographics and interests report.

For a long time, businesses have used Google Analytics to find out more about site visitors – what they do when they land, and where they go from there. But now, Google Analytics tells us who they are. The new report brings with it an additional level of insights including age, gender and interests.

As well as aggregate data, site managers can now see individual information and the various behavioural attributes of each of these users - including information detailing interests, which is gathered by collating information from other sites that they have visited. There are a number of ways that this data can be compared.

For example:

  • data can be segregated according to age
  • the ways that different genders interact with pages can be recorded 
  • visitor's interests can determine if your existing marketing efforts are effective

The release of Google's new demographics and interests reports is still in its early stages - so its impact and benefits are yet to be defined. However, for marketers the data can be used to create improved 'remarketing' strategies to effectively target these individuals. By providing this nature of 'human' data - which was not available previously -  businesses can gain a better idea of who their customers are, so online strategies can be augmented according to the improved data now available in Google Analytics reports. This also encourages site content managers to tailor their calls to action and based on the interests and personas of their site visitors.

However, as with the majority of new online developments, there are implications to consider. As this new code will record and profile your site user's information, changes to your site will need to document this. This can easily be done within the text of your site's Privacy Policy, to let your visitors know that the tracking functionality is active within your site.

If you want to take advantage of this new feature and update your current Google Analytics tracking code, then contact one of our web experts.