What are Google signals In GA4 you can activate Google signals and thus have all data collected about users linked to your reports in GA4. The official definition of Google itself is: “ Google signals are session data from websites and apps that Google associates with users who are logged into their Google Account and have activated personalized advertising . ” So the behavioral data of the users is recorded if they are logged into their accounts and have activated the Personalized advertising option. Here 's how to turn it on or off. Here you can see the setting option for personalized advertising in the Google account.
Setting option in the Google account Personalized advertising If Job Function Email Database you have activated Google signals for your web analytics, the reports in your GA4 property will be expanded to include the demographics and interests of your users. In addition, the collected data can be merged, regardless of which device the respective person is currently using. This means that the linking of user data enables cross-device tracking. Sounds great, doesn’t it? However, there is a big catch to the whole thing. In the “Should I use Google signals?” section, we explain why we discourage the use of Google signals. What are the advantages of using Google signals? Basically, the use of Google signals offers three advantages.
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However two of these benefits require cross-device tracking. Demographics and Interests In GA4 you can collect additional information about user demographics and interests or via device IDs. To do this, users must be logged into their Google accounts and have the “ Personalized advertising ” option activated. Here you can see the overview report of demographic characteristics in GA4. GA4 Summary Report of Demographics 2. Cross-platform reports Without Google signals or your own user IDs, one person accessing your website from multiple devices is counted as multiple users.