Turn on your demographic reports This feature consists of a series of reports where we can see behaviour information relating to visitor age, gender and interests. Later on, you might want to create segments using this information so you can see how different visitors are engaging with and completing particular actions on the site such as making a donation or buying an event ticket. Enable Demographics and Interests reports Sign in to your Analytics account. Click Admin. Navigate to the account and property where you want to use Demographic and Interests data. In the PROPERTY column, click Property Settings. Under Advertising Features, set Enable Demographics and Interests Reports to ON. Click Save. Note: You can also enable the Demographics and Interests reports from the Reporting tab.