[GA4] Data thresholds

Why data may be withheld from reports and explorations

If your report or exploration is missing data, it may be because Google Analytics has applied a data threshold. Data thresholds are applied to prevent anyone viewing a report or exploration from inferring the identity of individual users based on demographics, interests, or other signals present in the data.

Data thresholds are system defined. You can't adjust them.

When data thresholds are applied

Google signals

Data in a report or exploration may be withheld when Google signals is enabled and you have a low user count in the specified date range. When Google signals has been enabled, reports that contain user counts may continue to be subject to thresholding for a period of time after Google signals is disabled.  

When you create a custom event in a property that has Google signals enabled and you are signed in to Google, you can confirm that new custom events are working correctly when data thresholding is applied by switching to device-only reporting. When you use device-only reporting, Analytics uses the client ID (i.e., first-party cookies) or the app instance ID (for apps), both of which are not subject to data thresholds in reports with user counts.

Demographic information

For a report or exploration, if the reporting identity relies on the device ID, the row containing that data may be withheld if there aren't enough total users. Learn how identity spaces impact your data.

Data may be withheld and you may experience thresholding or incompatibility constraints when viewing a report or exploration or making an API call that includes demographic information or audiences defined using demographic dimensions.

Search query information

If a report or exploration includes search query information, the row containing that data may be withheld if there aren’t enough total users. 

Adjusting the date range

Data thresholds may be applied when you view a report or exploration within a narrow date range if you have low user or event counts in the date range. Expanding the date range may increase the number of users who triggered an event, enabling you to see the previously thresholded data.

Exporting to BigQuery

Analytics doesn't export data from Google signals to BigQuery. As a result, you may see different event counts per user between Analytics and BigQuery. Since Google signals deduplicates user counts from individual users, you may also see different user counts between Analytics and BigQuery.

Identifying reports with data thresholds

When a threshold is applied to a report or exploration, the data indicator changes color. You can hover over the indicator to see more information. The indicator can also help you identify when sampling is applied.

The "Thresholding applied" tooltip displayed on the "Demographics overview" report.

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