This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).

[GA4] Collect granular location and device data

You have the option to enable/disable the collection of granular location-and-device data on a per-region basis. Analytics collects this data by default. If you disable this feature, then Analytics does not collect the following data:

  • City
  • Latitude (of city)
  • Longitude (of city)
  • Browser minor version
  • Browser User-Agent string
  • Device brand
  • Device model
  • Device name
  • Operating system minor version
  • Platform minor version
  • Screen resolution

If you edit these settings and disable collection for a region, then Analytics maintains any historical data that you've collected (per your data-retention settings) but no additional data is collected from the time of the change forward.

  1. Click Admin, and navigate to the property in which you want to manage Granular location and device data collection.
  2. At the top of the Property column, use the dropdown selector to select the property you want to edit.
  3. Click Data Settings > Data Collection, then turn on the switch for Granular location and device data collection.
  4. When you turn the switch on, that data is collected in all regions. If you want to choose the regions in which the data is collected:
    1. In that same section, click Down Arrow.
    2. Next to Granular location and device data collection is allowed in X of Y regions, click Settings.
    3. Turn the switch on or off for each region in which you want to allow or disallow data collection.
    4. Click Apply. 

If you disable the collection of granular location and device data for a region, then modeled-conversion volume is significantly reduced for that region. Downstream conversion modeling and reporting in linked Google Ads and Search Ads 360 accounts is also impacted.

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