If you want to find out more about the users that visit your website, Google Analytics provides age demographics and interests. You can find this information in the Audience section in your Google Analytics account. Before you start, log in your analytics account and make sure you have enabled this feature. Go to you Admin -> Property Settings -> Enable Demographics and Interest Reports.
Enable Age Demographics and Interests in Google Analytics
If you are still using the standard google analytics, you can grab the full code from Admin -> Property > Tracking info or you will need to update your code. Usually located in the header, search for
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
and replace it with
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js’;
Enable Age Demographics and interests in Universal Analytics
To enable this in universal analytics, you can grab the full code again, or add one line to your current one.
ga(‘create’, ‘UA-XXXXXX-XX’, ‘example.com’); ga(‘require’, ‘displayfeatures’); ga(‘send’, ‘pageview’);
Once you added the code, go back to the demographic section and validate your code. If it validates, you should be able to see results in 24 hours!