Google Signals. Definitive Updated Guide

What is Google Signals?

Google Signals is an advanced feature within Google Analytics that enables businesses to track users across multiple devices. Cross-device tracking provides a more holistic view of how users interact with your website or app.

Google Signals uses data from users’ Google accounts to provide advanced advertising features like remarketing, demographics, and interests.

Insights from Google Support

Google Signals is more than a tracking tool. It improves your Google Analytics abilities, according to Google Support.

It enables cross-platform reporting, remarketing with Google Analytics, and advertising reporting features. Moreover, it allows for the tracking of demographics and interests.

When users enable Ads Personalization, Google can understand how they interact with a website on different devices and browsers.

The Power of GA4 Google Signals

The latest iteration of Google Analytics, known as GA4, amplifies the capabilities of Google Signals. With GA4 Google Signals, businesses can:

  1. Understand User Behavior: Get a 360-degree view of how users navigate your digital platforms, from the first interaction to conversion. GA4 reports offer granular insights into individual user behavior, allowing you to track users more effectively and understand the user journey.
  2. To enhance marketing campaigns, utilize data to modify advertising strategies. This will ensure you effectively target the right audience with the appropriate message at the optimal time. GA4 Google Signals’ cross-device tracking helps you see how users switch devices so you can adjust your campaigns accordingly.
  3. Enhance User Experience: By understanding the cross-device behavior of users, you can optimize the user experience, increasing engagement and conversions. User journey analytics in GA4 Google Signals provide actionable insights for improving site navigation and content.
  4. GA4 lets you divide your audience by behavior, demographics, and device use, so you can make customized marketing campaigns.
  5. GA4’s real-time analytics enable quick data-driven decisions for time-sensitive campaigns, ensuring their success.
  6. GA4 Google Signals allows you to track users by their device IDs for advanced reporting on identity. This is particularly useful for businesses that have apps across multiple platforms.
  7. GA4 Google Signals allows exporting cross-device conversion data, which is a standout feature for marketing performance. This enables you to measure your cross-device marketing performance more accurately, optimizing your ROI.

Legal and Privacy Considerations: A Deep Dive into GDPR, CCPA, and PECR

While Google Signals offers many benefits, navigating the legal and privacy aspects diligently is crucial. Compliance with data protection regulations like GDPR, CCPA, and PECR is non-negotiable. Here’s a deep dive into how these regulations affect Google Signals:

GDPR (General Data Protection Regulation)

  1. Consent: Under GDPR, explicit consent is required from EU citizens before collecting and processing their personal data. Google Signals does anonymize data, but you still need to inform users that you are using Google Signals and get their consent.
  2. Data Minimization: GDPR emphasizes that you should only collect strictly necessary data for the intended purpose. Google Signals collects a wide range of data, so you need to ensure that all the data collected is essential for your business needs.
  3. Right to Be Forgotten: Users can request the deletion of their data. Google Signals allows you to delete user data, but you must ensure that this process is straightforward and easily accessible to the user.

CCPA (California Consumer Privacy Act)

  1. Consumer Rights: CCPA gives California residents the right to know what personal information is collected, used, shared, or sold. You must disclose your use of Google Signals in a clear and accessible privacy policy.
  2. Opt-Out: Under CCPA, consumers have the right to opt out of selling their personal information. While Google Signals does not sell personal information, you must provide an opt-out option for data collection.
  3. Data Portability: If requested, you must be able to provide the consumer with a copy of their personal information. Google Signals does allow for this, but you must ensure it’s implemented correctly.

PECR (Privacy and Electronic Communications Regulations)

  1. Cookies: PECR governs the use of cookies and similar technologies. Since Google Signals uses cookies for tracking, you must inform users and obtain their consent before using cookies.
  2. Electronic Communications: If you’re using Google Signals data for email marketing or other electronic communications, you must comply with PECR regulations, which require explicit consent for such activities.
  3. Opt-In and Opt-Out: PECR requires that users should be given the option to opt-in or opt-out of cookies and electronic communications. Your website should have clear mechanisms if you use Google Signals.

Privacy Emphasis

Google Signals uses aggregate data, meaning personal data is anonymized and never exposed. This places the technology outside the scope of GDPR.

However, activating this feature requires you to have all necessary privacy disclosures in place.

Retaining data collected through Google Signals is limited to 26 months, although you can set a shorter retention period if you wish.

How to Activate Google Signals

Activating Google Signals is a straightforward process but one that should be done with a clear understanding of its implications, both positive and negative. Here’s how to activate it:

  1. Log in to Google Analytics: Access your Google Analytics account and navigate to the property where you want to enable Google Signals.
  2. Go to Admin Settings: Once in your GA4 property, click on the ‘Admin’ gear icon located at the bottom left corner of the dashboard.
  3. Navigate to Data Settings: Under the ‘Property’ column, you’ll find ‘Data Settings.’ Click on it.
  4. Enable Data Collection: Inside ‘Data Settings,’ you’ll find an option for ‘Data Collection.’ Click on it, and you’ll see an option to enable Google Signals. Toggle the switch to turn it on.
  5. Review and Accept Terms: Before activation, you’ll be prompted to review and accept the terms and conditions related to data collection and privacy. Make sure to read these carefully.
  6. Confirm Activation: Once you’ve accepted the terms, click ‘Save’ or ‘Confirm’ to activate Google Signals for your GA4 property.

Potential Negative Effects of Activating Google Signals

While Google Signals offers a wealth of benefits, it’s essential to be aware of potential drawbacks or negative effects:

  1. Privacy Concerns: The most significant concern is privacy. Even though Google Signals anonymizes data, users may still be uncomfortable with cross-device tracking. Failure to disclose your use of Google Signals could lead to mistrust and legal repercussions.
  2. Regulatory Compliance: As discussed earlier, you must comply with GDPR, CCPA, and PECR when using Google Signals. Non-compliance could result in hefty fines and legal challenges.
  3. Data Overload: Google Signals collects a vast amount of data. While this is generally beneficial, it can be overwhelming and lead to ‘analysis paralysis,’ where the sheer amount of data makes it difficult to make decisions.
  4. Opt-Out Rates: If users are concerned about privacy, they may opt out of data collection, limiting the effectiveness of your Google Signals features.
  5. Resource Intensive: To make the most out of Google Signals, you’ll need to invest time in understanding the data and how to use it effectively. For small businesses, this could be a resource drain.
  6. Ad Spend: While Google Signals can optimize your ad campaigns, improper use or misunderstanding of the data could potentially lead to inefficient ad spend.

Impact on Google Analytics 4:

In Google Analytics, GA4 Data Thresholds have become crucial for businesses to understand. These thresholds dictate the minimum amount of data required for GA4 to display specific types of information. Designed to protect user privacy and ensure data accuracy, GA4 Data Thresholds are particularly important when you enable features like Google Signals. Adhering to these thresholds helps comp comply with privacy regulations and enhances your analytics’ reliability, making them an indispensable part of any modern digital marketing strategy.

Impact on Google Ads Campaigns

Retargeting Campaigns

Google Signals significantly enhances the effectiveness of retargeting campaigns.

Understanding how users use multiple devices helps create better ads, increasing the chances of conversions.

Performance Max Campaigns

Google Signals in Google Ads’ Performance Max campaigns provides a broader understanding of user engagement with your ads. It covers various devices and platforms.

This enables you to optimize your ad spend more effectively, ensuring you’re reaching your audience’s most valuable segments.


Google Signals, especially through GA4, is an indispensable tool for digital businesses. The benefits are manifold, from enabling advanced remarketing strategies to empowering you with actionable insights. However, it’s essential to be mindful of the legal and privacy aspects to maximize this powerful feature.