[GA4] Exclude specific events and user-scoped custom dimensions from ads personalization

You can exclude specific events or user-scoped custom dimensions from being used to personalize ads, and thus reserve that data for measurement purposes only.

How audiences are affected

If you exclude an event or user-scoped custom dimension from ads personalization, then any audience that is based on that data is not eligible for export from Analytics to any of Google's advertising products (e.g., Google Ads, Display & Video 360, Search Ads 360). This also applies to any audience whose component audiences are based on that excluded data.

Audiences that include such events and custom dimensions are still available within Analytics for use in reports, explorations, and audience building, and can be exported to non-advertising products like BigQuery.

How individual events and user-scoped custom dimensions are affected

The individual events and custom dimensions excluded from ads personalization are available for export to advertising products, though they cannot be used by those products to personalize ads.

How to exclude or include

You need the Editor role to manage these settings.

To exclude an event- or user-scoped custom definition from being used to personalize ads:

  1. In Admin, under Data display, click either Events or Custom definitions.
  2. In the row for an event or user-scoped custom definition, click More.
  3. Click Mark as NPA (no personalized ads).

If you want to reinclude an event or user-scoped custom definition:

  1. In Admin, under Data display, click either Events or Custom definitions.
  2. In the row for an event or user-scoped custom definition, click More.
  3. Click Unmark as NPA.

Marking an event or custom dimension as NPA does not affect the data that has already been exported to Google Ads or Display & Video 360. You must login to Google Ads or DV360 to manage the ads-personalization uses of any exported event or user-property data.

Metrics derived from NPA events (e.g., LTV) are not automatically treated as NPA. Therefore, you must login to Google Ads or Display & Video 360 to manage the ads-personalization uses of derived metrics.

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