DimensionOrganizationApprovedInternal
Age
The age of a person, sourced and bucketed differently by each platform.
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Quality scoreDefinition
Age describes how old a customer or user is. It is a classic example of a dimension that means different things depending on the source: advertising platforms provide coarse buckets, the CRM may hold an exact date of birth, and analytics tools infer ranges.
Business purpose
Audience segmentation and targeting; reconciling age across platforms is a common source of confusion.
Specification
- Data type
- Categorical (buckets) or Integer (exact)
- Null / unknown behavior
- Unknown/unavailable is a first-class value — never treated as zero.
- Privacy classification
- Sensitive — PII when exact; aggregate when bucketed.
- Availability limits
- Exact age only available where date of birth is collected (CRM, surveys).
Values
Example values
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Unknown
How each source defines it
External| Platform / source | Representation |
|---|---|
| GA4 | Age buckets: 18-24, 25-34, 35-44, 45-54, 55-64, 65+ (modeled, sampled) |
| Meta Ads | Age buckets: 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65+ |
| Google Ads | Age ranges: 18-24 … 65+ plus 'Unknown' |
| Salesforce CRM | Exact age derived from Date of Birth field |
| First-party survey | Self-reported exact age or range |
These come from different platforms and don’t always agree — map before joining across sources.
Sources
- Audience Data Dictionary.xlsxDemographics80% extraction confidence
Age buckets differ by platform; do not join across sources without mapping.