What is Google Signals?
Based on the data collected, Google Signals enables cross-device remarketing campaigns through Google Ads and other Google Marketing Platforms […]
Google Signals makes it possible to run cross-device remarketing campaigns through Google Ads and other Google Marketing Platforms, based on data collected from Google users who have Ads Personalization enabled.
The collected data will be anonymous, but will include device and demographic information of users who visit your website. At this point, you might ask — how can it be anonymous if the number of users visiting the website is small?
On websites with Google Signals enabled but low traffic, data will not appear in threshold reports, meaning there is a much higher likelihood that data — such as gender, location, device category, etc. — will be withheld for privacy reasons. This will prevent you from seeing certain values in your reports.
There is no direct option to disable Google Signals, but you can effectively disable it by changing the Reporting Identity to Device-Based. You can change the Reporting Identity at any time, as this change applies retroactively.
It is worth noting that this aggregated data is user-based, not session-based — however, you do not need a User ID setup in order to use it.
To enable Google Signals, you can go to Admin > Data Settings > Data Collection and click the "Get Started" button.
How to Link Google Ads and Google Analytics 4 Accounts, and Why Google Signals Matters
You can link your GA4 property with Google Ads for the following purposes:
Track purchase reports through Analytics.
Build audiences for remarketing based on collected data.
Monitor campaign performance through user activities via attribution reports under Advertising.
You can link your Google Ads account by following these steps:
Admin > Google Ads Links > Link > Select Google Ads Accounts > Configure Settings > Review and Submit
Keep in mind that Google Signals must be enabled if you want to use Google Ads data for advertising purposes.
When a link is removed, the data flow from Google Analytics 4 to Google Ads stops from that moment onward. Google Analytics 4 remarketing audience data will also no longer be sent to unlinked Google Ads accounts. However, previously collected Google Ads data — such as Campaign Name and Ad Group ID — will continue to appear in reports.
If you have any questions about linking Google Ads with Google Analytics 4 or Google Signals, please don't hesitate to reach out so we can work through it together!