Enable Demographics Reports
You probably already have a key demographic you are targeting with your website, but are you sure that's the demographic finding your site? Google Analytics now has a feature that allows you to find out more about the audience visiting your site, including their demographics and interests. This is powerful information that can help you tailor your website to your actual audience, or raise a red flag if your intended audience isn't making up a significant portion of your traffic.
Google has provided documentation on how to enable Demographics and Interests Reports. Feel free to forward the code to us for inclusion on your site. Once Demographic and Interest Reports has been set up, simply navigate to the Audience section, and then select either Demographics or Interests. Find out who's visiting your site; you may be surprised at what you find!
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