pdated: December 19, 2025
Some users may notice that Age, Language, Gender, and Interests in GA4’s Demographics report show no data.
Google Signals Not Enabled
GA4 obtains demographic and interest data through Google Signals. If Google Signals is not enabled, the report will remain empty.
In GA4, click 「Admin」——「Data Settings」——「Data Collection」，and then check 「Enable Google Signal Data Collection」, Demographic report in GA4 will have data:
Data Thresholds
GA4 has several privacy protection mechanisms, and data thresholds are one of them.
If your data sample is too small and does not exceed the threshold, demographic data will not be displayed.
You can check if data thresholds are applied using the chart icon next to the report name.：
If the report applies Data thresholds, it is recommended to select a longer time period or wait to collect more data.
allow_google_signals
If allow_google_signals is set to false, Google Signals is disabled by default. This will also result in no demographic data being available.
Server Side Tagging
If GA4 is implemented via Server-Side Tagging, the Demographics report will be empty by default.
Reason: Server-Side Tagging does not support Google Signals.
Measurement Protocol
If all data is sent through the Measurement Protocol, demographic data will not appear.
Reason: Measurement Protocol does not support Google Signals.
