Google signals govern the handling of data that Google may have collected about Google users. Analytics features can be enhanced with data from Google Analytics customers who have turned on Google signals. For example, opting into this setting may enhance demographics and interests reporting.
On this page
- Data from users who have turned on Ads Personalization
- Data sharing with other Google products
- Activate Google signals
- Ads Personalization settings
Google signals enables:
Enriched reportingWhen Google signals are enabled, reporting data is enriched for users who have turned on Ads Personalization and signed into their Google accounts, such as demographic and interest data.
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.
By default, Google signed-in data expires after 26 months. However, if the Analytics Data Retention setting is set to anything shorter than 26 months, the Google signed-in data will respect this shorter time frame.
Data sharing with other Google products
Data collected under Google signals is not used or shared for any purpose other than to provide the Google Analytics service unless you enable Data Sharing settings or opt to link with Google products.
Activate Google signals
- In Admin, under Data collection and modification, click Data Collection.
Note: The previous link opens to the last Analytics property you accessed. You must be signed in to a Google Account to open the property. You can change the property using the property selector. You must be an Editor or above on the Analytics accountat the property level to activate Google signals on your Google Analytics property.
- Turn on the switch for Enable Google signals data collection.
- When you activate Google signals, that data is collected in all regions. If you want to choose the regions in which Google signals data is collected, you can switch on or off for each region in which you want to allow or disallow collection of Google signals data. If you 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. Here's how you can control Google signals at a regional level:
- In the section titled Google signals data collection is allowed in X of Y regions, click
.
- Turn the switch on or off for each region in which you want to allow or disallow collection of Google-signals data.
- Click Apply.
- In the section titled Google signals data collection is allowed in X of Y regions, click
.Your property-level ads-personalization settings
You may choose to allow for or disable ads personalization uses of Analytics data collected from users based on their country and/or region on a going-forward basis. This setting applies regardless of whether Google signals is enabled. Learn more about Advanced settings to allow for ads personalization.