[GA4] Advanced settings to allow for ads personalization

This article applies to both Google Analytics 4 and Universal Analytics.

Use the advanced settings to allow for ads personalization (in Property Settings) to enable or disable ads personalization for users coming from any/all supported countries and/or US States. The setting takes effect for data collection going forward and does not retroactively apply to data previously collected. Disabling ads personalization does not affect your ability to use analytics data from that property for measurement and content personalization (e.g., A/B testing in Firebase).

If you disable ads personalization for a given region, then all events collected from that location will be marked as not eligible for use for ads personalization - Non-Personalized Ads (NPA). This means that any key events from these regions will be marked as not for use for ads personalization even when exported to your linked ads accounts. In addition, any end user coming from a disabled location will not be added to any lists that may be exported to your linked ads accounts, although lists that have already been exported will not be affected.

All events collected for the property, and any audiences based on that data, are still available within Analytics for use in reports, explorations, and audience building, and can be exported to non-advertising products.

This setting remains effective even where you've configured the following:

• Analytics integrations that facilitate the import/export of audiences and key events with advertising and other products
• The inclusion / exclusion of events and user properties with regard to ads personalization
• The identification of any specific event as NPA, manually or aside from the effects of this control, during collection

To exclude property data from being used to personalize ads

You need the Editor role to manage these settings for a Google Analytics property.

In a Google Analytics 4 property

1. In Admin, under Data collection and modification, click Data collection.
2. Under Advanced Settings to Allow for Ads Personalization, expand the panel.
3. Click .
4. Turn off the switch for each geographical region you want to exclude, then click Apply.

In a Universal Analytics property

1. Sign in to Analytics.
2. Click Admin.
3. In the Property column, click Tracking Info > Data Collection.
4. Under Advanced Settings to Allow for Ads Personalization, expand the panel.
5. Click .
6. Turn off the switch for each geographical region you want to exclude, then click Apply.

To allow property data to be used to personalize ads

Follow the instructions above, but turn the switch on.

Control personalized advertising for a single Google Ads link

1. In Admin, under Product links, click Google Ads links.
2. Select the linked Google Ads account you want to edit.
3. Under Enable Personalized Advertising, turn the switch on or off.
4. Click Save.

Other ads-personalization controls

If you want to disable ads personalization for a single event or user property, and not for all events in a property, then there are other controls you may want to consider:

• Event and user-property controls in Analytics
• Event controls in Measurement Protocol