• Data Source: Google Analytics 4 (with Google Signals activated)
  • Type: Text (Age Brackets)
  • Age in Google Analytics segments users into predefined age brackets, such as ’18-24′, ’25-34′, ’35-44′, ’45-54′, ’55-64′, and ’65+’. This demographic information helps in understanding the age distribution of your audience and tailoring content, marketing strategies, and products to suit different age groups.

Age Brackets

  1. 18-24: Young adults, often college students or early career individuals.
  2. 25-34: Adults in their late twenties to early thirties, frequently experiencing significant life milestones like career advancement, marriage, or starting a family.
  3. 35-44: Individuals in their mid-thirties to early forties, often in stable career paths and with growing families.
  4. 45-54: Middle-aged adults, possibly experiencing peak career roles and preparing for long-term financial goals.
  5. 55-64: Pre-retirement age individuals, often focusing on retirement planning and enjoying mature adulthood.
  6. 65+: Seniors, who may be retired and have interests aligned with leisure and lifestyle activities in their golden years.

Note on Data Availability

  • The “unknown” dimension value is utilized when Google Analytics lacks sufficient information to determine a user’s age, which might be due to data privacy measures or limited user data.
  • Age data becomes available in Google Analytics when Google Signals is enabled, subject to certain data thresholds to ensure privacy compliance.

Use Cases

  1. Targeted Marketing: Customize marketing campaigns and messaging to appeal to specific age groups, enhancing relevance and effectiveness.
  2. Content Customization: Tailor website or app content to match the preferences and needs of different age demographics, improving engagement and user experience.
  3. Product and Service Design: Inform product development and service offerings based on the predominant age groups of your audience, ensuring they meet the specific needs and preferences of those age brackets.
  4. User Experience Optimization: Design user interfaces and experiences that cater to the usability preferences and requirements of different age groups, particularly considering the varying levels of tech-savviness.
  5. Strategic Planning: Use age demographic insights for long-term strategic planning, including market expansion, product line extensions, or entering new market segments.


  • Engagement Trends: Identifying which age groups show higher engagement levels can guide targeted engagement strategies and content development.
  • Conversion Insights: Age-related conversion trends can highlight which demographics are more likely to convert, informing targeted conversion optimization strategies.
  • Market Opportunities: Variations in the age distribution of your audience can unveil untapped market opportunities or the need for market diversification.

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