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How to Collect and Utilize Demographic Data on Your Website

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GA integration dialogue boxAlmost every website owner uses web analytics software to track and monitor his traffic. One of the popular tools for traffic analysis is Google analytics. If you're running an eCommerce website or selling different types of products and services directly through your website, simple page views and bounces cannot give you detailed insights about the various demographic attributes associated with each visitor. This information is so vital to identify the type of customers and prospects who show interest in your products and services. Unfortunately, the default demographic data provided by Google Analytics is not enough to get some detailed information about the type of visitors coming to your website. But you can easily capture detailed demographic information on your website in a simple way.

Default Demographic Data and Its Uses

Default demographic data entry in Google analytics dashboardAs I mentioned in the opening paragraph, the default demographic data available in your Google analytics dashboard is limited to language and geographic location in aggregate. One cannot get much information with these two metrics about who is purchasing specific types of products. To get a better picture, you also need information about age, gender, income, occupation, and education for each of the visitor. But this information is not available in default Google analytics reports.

But the big question is - "Why we need all this information?".

Well, let's take an example. Let's assume you're selling a product that's mostly purchased by women who're above 40 years of age. If you have this vital information in hand, you can not only make necessary improvements in the existing product keeping in mind about the gender and age group of the customers but can also create new products to target this specific segment.

This essentially means more business through correct targeting with the help of vital demographic data. So let's see how we can collect important demographic data and then pass it on to Google analytics for better visitors' segmentation.

Demographic Data Collection Setup

Although through advanced Google analytics implementation one can capture a lot of details about the visitors that requires a deeper understanding of the analytics script code and API functions. Fortunately, there's an easy solution for the same. I'll use UserReport analytics system to demonstrate how you can not only collect demographic data but can also tightly integrate your default Google analytics account with the same.

This also includes the exchange of vital data between both the accounts.

Two blue boxes with two red arrows
How does this data exchange benefit you? The image shown above illustrates the type of data that is transferred between both the accounts. Here's what both accounts get from each other.
  • Demographic data in custom variables - This is one of the huge advantages of combining both Google analytics and UserReport analytics. You can easily pass detailed demographic data to Google analytics custom variables. Thereafter, you can easily use this data to create custom reports and segments for better and easy analysis.
  • Regular analytics data - In return, UserReport fetches all the regular analytics data from your GA account so that it can be combined with its demographic data to present you insightful reports.
So, let's see how we can setup and integrate both these services to get the vital demographics data. I'm assuming you're already using Google analytics service and the default GA script is already active on your website.

Step #1: Register your website and install tracking script.
First, create a free account on UserReport website and register your website you want to track for collecting demographic data. Website registration is simple and only requires you to fill 3 fields.

Website details form

Provide the URL, site name and the default language used on your website. Immediately after registration, you'll get a script code that needs to be installed on your website. It's quite similar to GA script code that should be present on every web page of your website. This is how it looks!

Demographics analytics script code
If your website is powered by WordPress and you're struggling to add this code to every single page on your website, you can use this handy plugin to embed the script easily across the entire site. This plugin connects to your UserReport account and automatically adds the correct script code on all the web pages. You can also use Google tag manager to install this script in a secure and an easy way.

Step #2: Connect and integrate with Google analytics account.
Go to the 'Settings' tab of your website and click the 'Analytics' section to start the integration process. While connecting both the accounts you will be asked to authorize access to your Google analytics account. Once access is invoked you'll be asked to select the correct website profile which should be connected with your UserReport website record as shown below.

Website profile selection dialogue box
While selecting the website profile available within your Google Analytics account, you must take every care to choose the right profile that's associated with the same website you've registered in your UserReport account. Once the integration and profile selection processes are completed, you must configure demographic data transfer set up to the custom variables available in Google analytics. It's very easy as shown in the image below.

GA integration dialogue box
The first important thing is to activate the button on the top left to activate analytics integration service. Thereafter you can check the data transfer checkbox and can select the required demographic data metrics to be assigned to the default custom variables available in your Google analytics account.

There's no need to change the script code installed on your website. Once this integration process is complete, relevant data will be exchanged across both the accounts for giving you detailed insights about who your visitors are and what they prefer while browsing your site's web pages.

Utilizing Accumulated Data

Once the entire setup is complete, it will take at least 24 hours before you can see any meaningful data in both the accounts. The demographic data captured through this service is rich and meaningful. You can segregate different data sets on the basis of all the metrics right within your dashboard.

Once the data starts flowing in as shown in the image below, you can start the analysis process by combining it with GA data to find out what kind of visitors are coming from a specific geographical location. Fortunately, the necessary Google analytics data is also available on your UserReport account since you've already done the integration during the website setup.

Detailed demographics report
In the same way, you can use the data assigned to the custom variables in your Google analytics account for creating custom segments and custom reports to combine both regular analytics data with the imported demographics data.

Following are some of the best uses of this important demographic data.
  • Identify the gender showing interest in a specific product.
  • Identifying geographical locations that convert best.
  • Identifying the average education level of leads and prospects.
  • Identifying the income group of frequent visitors and buyers.
  • Analyzing the gender and education level for creating new products.
These are some of the sample uses of the data you get in both the accounts. You can outline your business needs and can accordingly analyze the available demographic data to boost your conversions. Since this setup is very easy to implement, website owners having limited technical knowledge can also use it in an efficient manner without any hassle.


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