Google Signals GA4: What, Why, and How to use it?

Google Signals is a feature that allows Google to collect data on people who are both signed into their Google Account (e.g. Gmail) on a website or app and have turned on Ad Personalization for their accounts.  In GA4 you can enable Google Signals and hence can have all the data collected on that user be tied to your reports in GA4.

(Note: If you are not familiar with Google Analytics 4 (GA4) then check out, What is Google Analytics 4 (GA4)?)


Why Should You Enable Google Signals in GA4?

By enabling Google Signals in your GA4 account, you will get the following benefits

  1. Accurate cross-device reporting
  2. Ability to create cross-device remarketing audience
  3. Demographic and interest data in your reports (age, gender, interest, etc.)

How to Enable Google Signals in GA4?

  1. Go to the Admin panel of GA4.
  2. Select the property that you want to enable Google Signals for.
  3. Under the property go to Data Settings --> Data Collection.
  4. In the "Enable signals data collection" action click on the "Get Started" button".GA4 Google Signals
  5. Click the "Continue" button on the next screen".
  6. Make sure to read the content on the next screen and if everything looks good then click on "Activate".
  7. Now you will be back in the "Data Collection" setting with "Enable Google signals data collection" turned on.
  8. After 24 hours you should see the Age, Gender, and interest data in Demographics reports in Google Analytics 4.


Is Google Signals GDPR complaint?

Yes, Google Signals is a GDPR complaint because users have to enable (opt-in) the Ad Personalization option for this feature to work. Any users who do not enable it, hence not providing their consent, are not included in the Google Singal audience.

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