Enabling demographic tracking in Google Analytics offers a number of benefits. It allows you to understand which types of demographics (age, gender, interests) are most likely to purchase from you.

It also offers powerful other features such as the ability to create advanced remarketing audiences within Google Analytics. These can be customised to a much higher degree than remarketing lists in Adwords.

Here’s how to enable Demographics and Interest Reports in Google Analytics:

Google Analytics -> Audience -> Demographics -> Overview -> Click “Enable”