Activate Google signals

Enhance remarketing and reporting
In this article:

Introduction

When you activate Google signals, these existing Google Analytics features are updated to also include aggregated data from Google users who have turned on 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 turned on Ads Personalization.

Advertising Reporting Features

Google Analytics collects information per your tracking-code configuration, as well as Google advertising cookies that are present.

Google Analytics collects additional information about users who have turned on Ads Personalization.

Learn more

Demographics and Interests reports

Google Analytics collects additional information from the DoubleClick cookie (web activity) and from Device Advertising IDs

Google Analytics collects additional information about users who have turned on Ads Personalization.

Learn more

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.

To activate this beta feature, contact your account manager.

Based on aggregated data from users who have turned on 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 turned on Ads Personalization

When users turn on Ads Personalization, 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 turned on Ads Personalization, 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.

Learn more about Roll-Up Reporting

Unsupported features

The following functionality is not supported for the properties for which Google signals is activated:

Google Analytics feature Unsupported functionality
BigQuery Export Additional data collected by Google signals is not exported to BigQuery.
Dashboards You cannot yet use data collected by Google signals in dashboards.
Custom reporting You cannot yet use data collected by Google signals in custom reports.
Custom Tables You cannot yet use data collected by Google signals in custom tables.
User-ID views You cannot yet access Google signals in User-ID views.
Segments You cannot yet apply segments to the Cross Device reports.
Intra-day hourly data processing The Cross Device reports do not yet display intra-day data.
Mobile-app properties Cross Device is not yet enabled for app properties.
Reporting API You cannot yet use data collected by Google signals in the Reporting API.
Data Studio You cannot yet use data collected by Google signals in Data Studio reports.
Smart Lists You cannot yet use data collected by Google signals to generate Smart Lists.

Activate Google signals

To report on cross-device user journeys and/or remarket to signed-in Google users, you need to activate Google signals.

To activate Google signals, you need Edit permission for the relevant property.

  1. Sign in to Google Analytics..
  2. Click GET STARTED in the blue notification banner at the top of the page, or navigate to Property column > Tracking info > Data Collection and follow the prompt in the blue dialog.

    Click through the information and activation panels.
  3. Read the information about Google signals, then click CONTINUE.
  4. 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.
    • Click DECIDE LATER to activate at a later time.
Before you activate Google signals, you also see a dismissable message (“Activate Google signals BETA”) 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 turned on Ads Personalization.
  • 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.

When you activate Google signals, that control replaces the ones for Remarketing and Advertising Features.

Next steps

Take a look at the Cross Device reports.

Tips for interpreting data from Cross Device reporting.

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