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Google Analytics have made some subtle adjustments in recent weeks. This includes reshuffling where certain reports are found in the menu in the left side bar, and renaming some also.

One of these which has been effected is Demographics. Now, if you were to click on Audience > Demographics > Overview, you will most likely get the following screen:

Unfortunately, you have to enable the new way Google Analytics reports Demographics to be able to get access to these details.

Click “Enable” at the top of the page.

You’ll then come across the next page asking you to validate your tracking code:

Before you do this, you’ll need to change your Google Analytics tracking code. It’s nothing to be scared of, it’s just one line that needs changing.

Your Google Analytics will look like this:

<script type=”text/javascript”>

var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-xxxxxxxx-1’]);
_gaq.push([‘_trackPageview’]);
(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

 

Once you’ve found it, you’ll need to replace this line:

ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;

With this line:

ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js’;

It’s as simple as that! So our Google Analytics code will now look like this:

<script type=”text/javascript”>

var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-xxxxxxxx-1’]);
_gaq.push([‘_trackPageview’]);
(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();
</script>

Click “Validate Tracking Code”. You will then have to wait 24 hours for it to go through. The report looks like the following once it’s gone through:

So you’ll be able to view and understand the main age group and gender who are viewing your site. This will no doubt provide you with great insight regarding who is your main visitor.

Adao* are an Official Certified Google Adwords and Analytics Partner. If you have any questions or needs, please feel free to contact us.