Where Did My Google Analytics Demographics Data Go?


My Google Analytics user age and gender data flatlined after December 17th 2019. If you're a data nerd like me, you may obsessively dig deep into Google Analytics to discover and sort different user personas. 

There has been some chatter on the Google support forums, but no specific fix put forth by Google. The company confirmed that it's a technical issue, and not a planned "feature". For now, sit tight and figure out different ways to collect first-party data. 

What is First-Party Data?

First-party data is information willingly given by users on your website, often from surveys, forms, and purchase history. Web users are increasingly becoming more security-savvy, ad-blockers are becoming commonplace, and laws become stricter on collecting user data. All of these advancements are limiting the effectiveness of third-party data collection, thus the future is first-party. 

At Ethical Gains, we like to treat our customers' data with the same respect we would treat our customers.