Over a week ago I enabled demographic reports in Google Analytics. A day later, I changed my mind and disabled this feature in my Analytics property.

However, analytics.js today still makes two redirects to the stats.g.doubleclick.net domain. How can I turn off demographic data collecting in Google Analytics?

(The Enable Demographics and Interest Reports option in my Analytics property is turned off.)


My problem is solved now; the analytics.js JavaScript file doesn't redirect to stats.g.doubleclick.net for demographic data collection anymore.

As it turns out, disabling the 'Enable Demographics and Interest Reports' option in the property settings is not enough to remove data being send to DoubleClick; the 'Advertising Reporting Features' option below Tracking Info -> Data Collection needs to be turned off also.

In my case, this latter option was enabled after turning on the demographic reports, but wasn't disabled when I turned off demographic reports.

Visually, my settings are now:

demographic options turned off

And this option is what I overlooked:

enter image description here

  • 1
    Strange, I have everything off on both pages yet still seeing doubleclick in the network tab when viewing the site
    – Titan
    Jan 11 '17 at 15:15
  • unlink any google ad account from google analytics account! Google is unfortunately more and more connecting adWords and adSense with Ganalytics Apr 21 '18 at 9:01
  • 1
    @Titan also add this command after loading the GA file ga('set', 'displayFeaturesTask', null); Apr 21 '18 at 9:21

The display features plugin for analytics.js can be used to enable Display Advertising Features in Google Analytics, such as Remarketing, Demographics and Interest Reporting, and more. Learn more about Display Advertising Features in Google Analytics https://support.google.com/analytics/answer/3450482

In the past, this functionality required using the dc.js tag. In Universal Analytics, these features are enabled via a plugin. To load the plugin, add a require call to your code snippet, specifying the displayfeatures plugin:

ga('create', 'UA-XXXX-Y', 'auto');
ga('require', 'displayfeatures');
ga('send', 'pageview');

Refer to the display features developer guide for more detailed implementation information.

  • I don't want to enable Demographics. I want to turn it off.
    – Jura
    Aug 31 '15 at 13:35

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