A breakdown of Demographic and Tech details reports3 min read

Google Analytics 4 may look simple on the surface, but there’s more to it than meets the eye. Did you know that there are multiple reports hidden in GA4?

Out of the box, the left-side navigation in GA4 looks pretty bare.

There are only 18 reports vs. the 90+ (not including integration reports) in Universal Analytics. 

But contrary to popular belief, GA4 actually has a lot of the same reports built in.

The best examples of this are the GA4 Demographic details and Tech details reports.

Where the reports are in Universal Analytics

In Universal Analytics, these are all separate reports and each report is separated into subcategories as seen below.

Universal Analytics - Various reports separated <!n ery=va fhopngrtbevrf." class="wp-image-388166 lazyload" width="302" height="405" data-lazy- src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://www.smartsrdigital.com/wp-content/uploads/2022/09/1664273355_701_A-breakdown-of-Demographic-and-Tech-details-reports.png"/>

On top of this, UA sometimes has additional dimensions you can choose from.

For instance, you can switch to “City” instead of “Country.”

But this made it confusing to know whether a report was standalone or another dimension in a single report. 

Universal Analytics - Individual report or primary dimension change?

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The Demographics details report in GA4

Instead of multiple reports and a primary dimension change, GA4 combines all logical demographic dimensions into a single report, the Demographic details report.

The Demographics details report in GA4

The Tech details report in GA4

The same goes for the Tech details report.

The Tech details report in GA4

Here, you get 10 reports in one, including:

  • Browser
  • Device category
  • Device model
  • Screen resolution
  • App version
  • Platform
  • OS version
  • Platform / device category
  • Operating system
  • OS with version

Now that you know where some of your favorite and most used reports have moved to, hopefully, GA4 feels a little more comfortable.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


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About The Author

Krista Seiden is the principal digital analytics consultant and chief instructor with KS Digital, an analytics consultancy she founded in 2019, helping businesses make the most of their investments in digital marketing and analytics. Previously, Krista was VP, product marketing and growth at Quantcast. Prior to that, she was at Google for nearly 7 years, where she led product management efforts across the Google Marketing Platform and served as the external evangelist for the Google Analytics suite of products. Krista is a keynote speaker, practitioner, writer on Analytics and Optimization, and passionate supporter of #WomenInAnalytics. You can learn more about Krista and KS Digital over at KS Digital.

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