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Drilling into demographics
Although the data that a report for demographic data shows is typically fairly cut and
dried,  it yields very interesting insights. You can quickly look at a demographics report on
the Audience tab in Google Analytics; however, this report’s key metric focuses on
sessions (visits). To go beyond sessions and hone in on your users, you need to create a
custom report.
To make a custom report for demographics, follow these steps:
1. Go to the Customization section in Google Analytics and select the + New Custom
Report button.
The Create Custom Report page opens. Create as many separate reports as you want to
examine for demographics. At our company, we make four reports when drilling down
into demographics: one each for age, gender, location, and device type.
2. In the Report Content section of the Create Custom Report page, create Report
Tabs.
Name the tab based on the demographic you are drilling down on. For example, if you
are measuring age, name the Age. If you plan to measure multiple demographics in this
report, as we suggest in Step 1, you can create a new Report Tab by clicking the + Add
Report Tab button under the Report Content section. Name each tab for the
demographic you are measuring.
3. On the same page, set the Metric Groups dimension to Users by clicking the + Add
Metric button and then selecting Users from the drop-down menu for every
Report Tab you create.
The word Users will now be displayed in the Metric Groups dimension. Users is the
constant among all your tabs.
4. On the same page, in the Dimension Drilldowns dimension, set the demographic for
each Report Tab you create by clicking the +Add Dimension button.
For Age, the Dimension Drilldown is Age; for Gender, it’s Gender, and for Device, it’s
the Device Category. Your respective demographic now appears in the Dimension
Drilldown dimension. Location is the only oddball; for the other demographics, you
keep Type (located above the Metric Groups dimension) at the preselected Explorer
Tab. For location, however, you set your Type to the Map Overlay tab, which will
display the location data on a geographical map, and it replaces the need for a
Dimension Drilldown.
Figure 12-7 shows the setup for creating an Age report.
5. Click the Save button when you’re done.
The report you created loads, and you now have a ready-made demographics report to
use repeatedly.