Can I See Demographics of a Specific URL in Google Analytics 4?

Ever create a piece of content, hit publish, and wonder who is actually reading it? You know a specific blog post, landing page, or product page is getting traffic, but GA4's standard reports make it tricky to see the demographics for that single URL. This guide will walk you through exactly how to find the age, gender, location, and interests of the visitors to any specific page on your site using an Exploration report.

Why Look at Demographics for a Single Page?

Before jumping into the "how," it’s important to understand the "why." Drilling down into the demographics of a specific URL gives you invaluable audience context that a site-wide average often hides. Here’s what you can do with this information:

• Refine Content Strategy: Let's say a blog post on "Advanced SEO Techniques" is most popular with an audience aged 25-34. In contrast, an article on "Beginner's Guide to Social Media" attracts an 18-24 audience. This tells you which topics resonate with different age groups, helping you create more targeted content in the future.
• Optimize Product Pages: You might discover that a specific product page appeals overwhelmingly to one gender or a particular country. You can use this insight to adjust your product descriptions, imagery, and marketing copy to better appeal to that primary audience. For example, if a specific dress is proving very popular with women in the UK, you might want a UK-based customer photo on the page.
• Improve Ad Targeting: Knowing that your "/new-saas-feature" landing page mainly attracts users from the United States interested in B2B software allows you to create highly specific and more cost-effective ad campaigns on platforms like LinkedIn or Google Ads. You stop wasting money showing ads to people who weren't going to be interested anyway.

In short, analyzing a page in isolation gives you the clarity you need to make better decisions for that specific asset, rather than relying on blended, sitewide averages that can be misleading.

Quick Pre-Flight Check: Enable Google Signals

To see detailed demographic and interest data in GA4, you first need to make sure Google Signals is activated. Google Signals collects data from users who are signed into their Google accounts and have Ads Personalization turned on. Without it, your demographic reports will largely be empty.

Here’s how to check and enable it:

1. Click on Admin (the gear icon) in the bottom-left corner of your GA4 interface.
2. Under the Property column, click on Data Settings > Data Collection.
3. Find the section for Google Signals data collection and make sure the toggle is turned ON.
4. Be sure to acknowledge the user data policy.

Even with Signals enabled, you might encounter data thresholds. This is a privacy feature where Google withholds data if there aren't enough users to ensure individual anonymity. If you see a warning about thresholds being applied, it often means you need to select a longer date range or that the specific page just doesn’t have enough traffic yet to show detailed demographic breakdowns.

The Best Method: Using a 'Free Form' Exploration Report

The standard "Pages and screens" report in GA4 won't let you add demographic dimensions like Age or Gender. For that level of detail, you need to build a custom 'Exploration' report. It may seem intimidating at first, but it just takes a few clicks.

This method gives you a clean table showing exactly who is visiting a specific page.

Step 1: Navigate to the Explore Section

In the left-hand navigation menu of GA4, click on the Explore icon. This is where you can build completely custom reports from scratch.

Step 2: Choose 'Free Form'

You’ll see a gallery of templates. Click on the Free form box to start with a blank canvas. This option offers the most flexibility for a simple table or chart.

Step 3: Define Your Dimensions and Metrics

In a Free form exploration, you have two main columns on the left: Variables and Tab Settings. First, you need to tell GA4 which data points you want to work with by importing them into the Variables column.

Import Dimensions

Dimensions are the 'what' – the descriptions or characteristics of your data. Click the “+” icon next to the Dimensions header and search for, checkmark, and import the following:

• Page path and screen class: This dimension shows you the part of the URL that comes after your domain name (e.g., /blog/cool-post or /products/blue-widget). We'll use this to filter for our specific page.
• Age: Provides user age brackets (e.g., 18-24, 25-34).
• Gender: Shows Female, Male, or Unknown.
• Country: The country of the user.

Pro Tip: You can also add dimensions like 'City' or 'Interest Category' if you want to dig even deeper.

Import Metrics

Metrics are the 'how many' – the numerical data. Click the “+” icon next to the Metrics header and import some of these common metrics:

• Views: The total number of times the page was viewed.
• Users: The total number of unique users who viewed the page.
• Sessions: The number of sessions that included a view of this page.

Step 4: Build Your Table

Now that you've imported your building blocks into the 'Variables' column, it’s time to drag and drop them into the 'Tab Settings' column to construct your report.

For this example, let's say we want to see the age and gender breakdown for our page.

1. Drag Age from your Dimensions list into the Rows box under 'Tab Settings'.
2. Drag Gender from your Dimensions list into the Columns box.
3. Drag Users from your Metrics list into the Values box.

Right now, your table is big and messy because it’s showing data for your entire website. The next step is the most important one: filtering it down to a single page.

Step 5: Filter for a Specific URL

This is where you zero in on the one page you care about.

1. At the bottom of the 'Tab Settings' column, find the Filters box and click on it.
2. Select the dimension we imported earlier: Page path and screen class.
3. In the condition dropdown, select exactly matches or contains. 'Contains' is often more flexible.
4. In the "Enter expression" field, paste in the unique URL path for your page. For example, if your page is www.mysite.com/features/new-automation-tool, you would enter /features/new-automation-tool.
5. Click Apply.

And there you have it! The table on the right will instantly update to show a grid of user counts broken down by age and gender, but only for traffic that visited the specific page path you entered. You can easily swap your rows and columns now too. To see traffic by country, just drag the 'Country' dimension into 'Rows' and remove the 'Age' dimension.

An Alternative: The Audience Comparison Method

Another way to approach this is to create a specific audience segment of people who visited your page and then apply that segment to the standard demographic reports. This is useful if you plan on analyzing this group of people often.

How to Create a Page-Specific Audience Segment

1. In any report (like your new Exploration, or a standard report like Reports > Demographics > Demographic details), click Add comparison at the top of the page.
2. Click Build a new audience.
3. Under "Include Users when", set the condition as: Event name | is one of | page_view.
4. Click Add parameter and define it as: Page location | contains | [the full URL or a unique portion of your URL].
5. Name your audience something descriptive like "Users who visited Pricing Page" and save it.

Once you apply this audience, the entire report will refresh to show you only data from users who fit that specific criterion. You can now browse the standard Demographic reports to see just the data for that audience. While it requires a bit more setup, having a dedicated audience can be a quick way to check in on this user group over and over again from any report.

Final Thoughts

While GA4 doesn't provide this page-specific demographic view out-of-the-box, its 'Explorations' tool is perfectly designed for the job. Once you’re comfortable creating a Free Form exploration and applying a filter for your page path, you can uncover incredibly valuable insights about who is engaging with your most important content in minutes.

Building these kinds of reports, click by click, can often feel like a bit of a data puzzle. We got tired of wrangling filters in GA4, so we built Graphed to simplify the entire process. Instead of setting up dimensions, metrics, and filters manually, you can just ask a question in plain English. For example, just type "show me the age and country of users who viewed the /features/new-automation-tool page in the last 30 days" and have the report built for you instantly. Our goal is to connect you directly to the answer without forcing you to become a GA4 expert just to get it.