It's come to our attention that in your Google Analytics accounts you'll see some new sections for "demographics" and "interests". If you click on these sections, which are intended to show more personal information about site users (e.g. age, gender, etc., you'll notice that the data doesn't populate. Google Analytics is looking for a different version of the tracking code.
This new version of the code only relates to particular Google accounts. It is specifically designed for the implementation of remarketing Adwords campaigns. Remarketing Ads are an extension of Google Adwords. They're a paid feature that lets you reach people who have previously visited your site, and show them relevant ads across the web or when they search on Google. For more information on how this works, Google has some information here.
The upshot is that if a store is actively using Google's remarketing ad service, the Analytics tracking code can be updated to also capture additional information on user gender, age, and so on. However, if a store is not actively using this service, there's no data to capture on these variables.
To that end, no store should feel compelled to take on setting up this service just to collect this additional data. However, if you are using this service, don't hesitate to reach out so that we can properly update your Analytics tracking code.