When you activate Google signals, these existing Google Analytics features are updated to also include aggregated data from Google users who have consented to Ads Personalization:
Existing Google Analytics feature
With Google signals activated
Remarketing with Google Analytics
Create remarketing audiences from your Google Analytics data, and share those audiences with your linked advertising accounts.
Audiences that you create in Google Analytics and publish to Google Ads and other Google Marketing Platform advertising products can serve ads in Cross Device-eligible remarketing campaigns to Google users who have consented to Ads Personalization.
Note: You need to activate Google signals in order to populate audiences that you export to YouTube.
Analytics creates separate custom models for ecommerce transactions and goal completions on your site based on the cross-device conversion data from users who have signed in to their Google accounts and who have consented to Ads Personalization.
NOTE: If you deactivate Google signals, Analytics stops collecting this additional information. If you deactivate and then reactivate Google signals, you will have no demographic or interests information for the period during which Google signals was deactivated.
Cross Device reports (in beta)
Connect data about devices and activities from different sessions so you can get an understanding of user behavior at each step of the conversion process, from initial contact to long-term retention.
Based on aggregated data from users who have consented to Ads Personalization, Google Analytics models behavior for your whole user base across device types. The data is user based rather than session based. This behavior modeling does not require User-ID views.
Additionally, you might be eligible for Store Visits in Analytics. Learn more about the eligibility requirements.
Data from users who have Ads Personalization turned on
When users have Ads Personalization turned on, Google is able to develop a holistic view of how those users interact with an online property from multiple browsers and multiple devices. For example, you can see how users browse products on your site from a phone, and later return to complete purchases from a tablet or laptop.
Because of the large volume of data generated by users who have Ads Personalization turned on, Google is able to estimate from that data the cross-device behavior of your entire user base.
By default, Google signed-in data expires after 26 months. However, if the Data Retention setting is set to anything shorter than 26 months, the Google signed-in data will respect this shorter time frame.
The Cross Device reports include only aggregated data. No data for individual users is ever exposed.
Data sharing with other Google products
Data is not shared with other Google products as a result of activating Google signals: your Analytics-account data-sharing settings and product-linking settings determine whether your data is shared with other Google products.
Use cases
As a...
I would like to...
So I can...
Publisher
Report on cross-device user counts (including 1-Day, 7-Day, 30-Day actives)
Accurately report on the number of users instead of devices
Publisher
Report and understand different groups of users based on the different device combinations they use
Help focus my resources and efforts on the most valuable / promising set of users
Publisher
Understand the customer journey across devices by analyzing user-based reports (active users, funnels, pathing)
Optimize user experience for the full customer journey across devices
Marketer
Report on and understand my cross-device marketing performance (e.g., channels, campaigns, etc.)
Optimize ad spend based on cross-device usage
Marketer
Remarket to users across devices
Offer highly relevant ads based on cross-device usage
Using Roll-Up Reporting with Google signals activated
To use Roll-Up Reporting, you need to activate Google signals for the Roll-Up Property and at least one Source Property. To ensure the best data models, you should activate Google signals for the Roll-Up Property and all Source properties.
When you use Roll-Up Reporting with Google signals activated, users are deduplicated across devices, and also across the domains of your Source Properties.
To activate Google signals when using Roll-Up Reporting:
Under ACCOUNT, select the Account that the Roll-Up Property belongs to.
Under PROPERTY, select the Roll-Up Property.
From the Property list, select Data collection.
In the Data collection for Google signals section, switch the toggle On.
Navigate to each Source property where you want to enable Google signals and in the Data collection for Google signals section, switch the toggle On.
Note: After you activate Google signals for a Roll-Up property and one or more Source properties, the activation toggle no longer shows in the Data Collection for Google signals section of the Roll-Up property's configuration. To deactivate Google signals, open the Source property configurations where Google signals data collection is active and switch the toggle Off.
In the PROPERTY column, click Tracking Info, then Data Collection.
Click GET STARTED in the blue notification banner at the top of the page, and follow the prompt in the blue dialog.
Click through the information and activation panels.
Read the information about Google signals, then click CONTINUE.
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Activate Google signals.
Select the properties for which you want to activate Google signals (all properties of the account, this property only, or a specific subset of properties in the account).
Click ACTIVATE if you want to activate Google signals immediately.
Before you activate Google signals, you also see a dismissable message (“Activate Google signals”) in Analytics that provides access to the same information and activation panels. If you dismiss the message before you activate, or decide to active later, follow the preceding steps.
After you activate Google signals, the switch for the feature is set to ON.
With Google signals activated, you can:
Show Cross Device remarketing ads to Google users who have left Ads Personalization turned on.
See new user-based data in the Cross Device reports. Keep in mind that this new data is available starting from the date you activate Google signals.
To change the setting, navigate to Property column > Tracking info > Data Collection.
You may enable or disable ads personalization for any property on a going forward basis. This setting applies regardless of whether Google signals is enabled; changing the ads personalization setting does not affect the collection of data under Google signals. When disabled, Google signals data is collected for measurement purposes only and the collection of this data will not be used for ads personalization. Learn more
Check out google.com/analytics/learn, a new resource to help you get the most out of Google Analytics 4. The new website includes videos, articles, and guided flows, and provides links to the Google Analytics Discord, Blog, YouTube channel, and GitHub repository.
