5.3 Demographics
Google Analytics reports on the demographics of your site's visitors. However, instead of simply viewing a whole heap of demographics data, it is more useful to view segments of your site traffic. This will help you build a persona around the site visitors who convert and generate revenue.
So, from any report, click + Add Segment at the top of page, and select Converters.
Next, to view the demographic data for the 'Converters' segment:
Audience > Demographics > Overview
You can then drill deeper and look at Age, Gender as well as Interests, both in-market (ie actively in-the-market for…) and affinity (general interests). All great information to help build customer personas.
