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User Demographics

Also known as: Demographic Data, User Profile

AcquisitiondimensionReal Estate Tech

User Demographics captures key attributes such as age, gender, and location of users interacting with the platform, enabling targeted marketing and personalized user experiences.

Business Use Case

Executives use demographic insights to tailor marketing strategies and improve user acquisition by targeting specific user groups.

Business Criticality

High

Journey / Navigation Area

Discovery

Owning Function

Data Architecture Team

Scope

User

Calculation Notes

Ensure data is anonymized to protect user privacy; exclude incomplete profiles.

Technical Details

Data Typestring
Lookback WindowUser

Events

PlatformEvent
Google Analytics 4user_demographics
Adobeuser_demographics

Data Mappings

W3 Data Layer
{
  "digitalData": {
    "user": {
      "demographics": {
        "age": "25-34",
        "gender": "female",
        "interests": [
          "technology",
          "sports"
        ]
      }
    }
  }
}
GA4 Data Layer
{
  "event": "user_demographics",
  "user_properties": {
    "age": "25-34",
    "gender": "female",
    "interests": [
      "technology",
      "sports"
    ]
  }
}
Adobe Client Data Layer
{
  "user": {
    "demographics": {
      "age": "25-34",
      "gender": "female",
      "interests": [
        "technology",
        "sports"
      ]
    }
  },
  "event": "user_demographics"
}
XDM Mapping
{
  "xdm": {
    "person": {
      "age": "25-34",
      "gender": "female",
      "interests": [
        "technology",
        "sports"
      ]
    }
  }
}

SQL Queries

Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL (GA4 Export)
-- ==========================================
SELECT
  user_pseudo_id AS user_id,
  MAX(CASE WHEN ep.key = 'user_gender' THEN ep.value.string_value ELSE NULL END) AS gender,
  MAX(CASE WHEN ep.key = 'user_age' THEN ep.value.string_value ELSE NULL END) AS age,
  MAX(CASE WHEN ep.key = 'user_country' THEN ep.value.string_value ELSE NULL END) AS country
FROM
  `your-project.analytics_123456789.events_*`,
  UNNEST(event_params) AS ep
WHERE
  _TABLE_SUFFIX BETWEEN '20230101' AND '20231231'
GROUP BY
  user_pseudo_id
Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL (XDM Dataset)
-- ==========================================
SELECT
  identities.ecid AS user_id,
  MAX(CASE WHEN demographics.gender IS NOT NULL THEN demographics.gender ELSE NULL END) AS gender,
  MAX(CASE WHEN demographics.age IS NOT NULL THEN demographics.age ELSE NULL END) AS age,
  MAX(CASE WHEN demographics.country IS NOT NULL THEN demographics.country ELSE NULL END) AS country
FROM
  your_dataset.your_xdm_table
GROUP BY
  identities.ecid

Source Data

Digital Analytics

Dependencies

[ "User Profile Completion Event" ]

Report Attributes

Age Group Gender Location

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on8/19/2026
Last modified bydevyendarm
StatusPUBLISHED

GitHub

View File on GitHubcatalog/dimensions/user-demographics.yml

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