Google Signals GA4 – See demographics (gender, age) in Google Analytics 4

Table of Contents for Google Signals GA4 – See demographics (gender, age) in Google Analytics 4

  1. Google Signals overview
  2. How to activate Google Signals in GA4
  3. Summary
  4. FAQ

Google Signals Overview

Google Signals GA4 is an advertising reporting feature through which Google Analytics 4 can collect cross-device data from those website users who have signed in to one of their Google accounts (Gmail, YouTube, etc) and have turned on ad personalization.

When you activate Google Signals for your GA4 property, you can:

  1. More accurately track users across different devices and platforms.
  2. Remarket to more website users across devices.
  3. Analyze users’ data by age, gender and interest.
google signals demographics without google signals with google signals

Note: Google Signals is not enabled by default in GA4.

How to activate Google Signals in GA4?

To activate Google Signals for your GA4 property, follow the steps below:

Step-1: Navigate to the ‘Admin’ section of your GA4 property.

Admin 7

Step-2: Click on ‘Data Settings’ under the Property column:

google signals demographics Data Settings ga4

Step-3: Click on ‘Data Collection’:

google signals demographics Data Collection ga4

Step-4: Click on the ‘Google Advertising Features Policy‘ link and then go through the policy:

google signals demographics Enable Google Signals data collection ga4

In Google’s own words: 

“By activating the Google Signals features, you acknowledge you adhere to the Google Advertising Features Policy, including rules around sensitive categories, have the necessary privacy disclosures and rights from your end users for such association, and that such data may be accessed and/or deleted by end users via My Activity”

If your company can not agree with the Google Advertising features policy then you should not activate Google Signals.

Step-5: If you agree with the Google Advertising policy then click on the ‘Get Started’ button:

google signals demographics Get Started google signals ga4

Step-6: Click on the ‘Continue’ button:

google signals demographics Continue 2

Step-7: Click on the ‘Activate’ button:

google signals demographics activate google signals ga4

You should now see a screen like the one below:

google signals demographics Enable Google Signals data collection ga4 1

If in the future, you want to disable Google Signals then you should switch off the setting ‘Enable Google Signals data collection‘.

Step-8: After 24 hrs have elapsed, navigate to the Demographics Overview report in your GA4 reporting view:

demographics overview

If you can see users data by gender, interest and age then it means, Google Signals data has started flowing in your GA4 reports:

google signals demographics gender interest age data in ga4

Summary

Google Signals are sessions from the users on your website or application that are associated with signed-in users into Google account and have turned on their Ads Personalization.

This functionality helps you track users on different devices and enables cross-device remarketing across the Google Ads platform.

If Google signals are enabled, you can reach the targeted audience across the devices and run your campaigns based on business needs.

Frequently Asked Questions About Google Signals in Google Analytics 4

What is Google Signals in Google Analytics 4?

Google Signals GA4 is an advertising reporting feature through which Google Analytics 4 can collect cross-device data from those website users who have signed in to one of their Google accounts (Gmail, YouTube, etc) and have turned on ad personalization. Google Signals will install cookies on your user’s browser and then will functioning and collecting demographics data.

What are the benefits of activating Google Signals in Google Analytics 4?

When you activate Google Signals for your GA4 property, you can:
More accurately track users across different devices and platforms.
Remarket to more website users across devices.
Analyze users’ data by age, gender and interest.
You also get access to the Advertising reporting feature

Is Google signals GDPR compliant?

Yes, Google Signals in GA4 is GDPR compliant but if you want to use it then you need to add this in your privacy policy and implement the cookie consent functionality on your website which will allow the user to accept or decline the cookies installed on their browser.

Other articles related to GA4 (Google Analytics 4)

#1 GA4 Intro

  1. What is GA4 (Google Analytics 4) – The Apps + Web Property?
  2. Key Benefits of Using Google Analytics 4 (GA4)
  3. How to upgrade to GA4 (Google Analytics 4)
  4. Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?
  5. Google Signals GA4 – See demographics (gender, age) in Google Analytics 4
  6. Understanding Google Analytics Measurement ID (GA4)
  7. Google Analytics 4 training and tutorial
  8. Using the GA4 test property

#2 GA4 Integration

  1. How to connect GA4 (Google Analytics 4) with Google Data Studio
  2. How to link GA4 (Google Analytics 4) with Google Ads
  3. GA4 BigQuery – Connect Google Analytics 4 with BigQuery

#3 GA4 Events

  1. GA4 (Google Analytics 4) Event Tracking Setup Tutorial
  2. How to set up GA4 Custom Events via Google Tag Manager
  3. GA4 (Google Analytics 4) Enhanced Measurement Tracking Tutorial
  4. Events Report in Google Analytics 4 (GA4)
  5. GA4 User Properties (User Scoped Custom Dimensions) – Tutorial
  6. Event Scoped Custom Dimensions in GA4 – Tutorial

#4 GA4 Conversions

  1. GA4 (Google Analytics 4) Conversion Tracking Guide
  2. How to import conversions from GA4 property to your Google Ads account

#5 GA4 Dimensions and Metrics

  1. GA4 Metrics Tutorial with Free Google Analytics 4 Ebook
  2. GA4 Custom Metrics Tutorial
  3. GA4 Dimensions Tutorial
  4. GA4 Custom Dimensions Tutorial

#6 GA4 Ecommerce

  1. GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

#7 GA4 Specialized Tracking

  1. Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide
  2. GA4 Site Search – Tracking Site Search in Google Analytics 4
  3. GA4 (Google Analytics 4) Scroll Tracking Tutorial
  4. How to Install Google Analytics 4 on Shopify
  5. Self-referral Google Analytics 4 – Referral exclusion GA4
  6. GA4 Data Import Tutorial

#8 GA4 filters

  1. GA4 filters – Understanding data filters in Google Analytics 4
  2. How to create and test filters in Google Analytics 4 (GA4)?
  3. Exclude internal traffic in GA4 (Google Analytics 4) via IP filter

#9 GA4 Analysis Hub

  1. Analysis Hub Google Analytics – Exploration Report in GA4 (Google Analytics 4)
  2. How to use the user lifetime report in Google Analytics 4 (GA4)
  3. How to use path analysis report in Google Analytics 4 (GA4)
  4. How to use Segment Overlap Report in Google Analytics 4 (GA4)
  5. How to use the Funnel Analysis Report in Google Analytics 4 (GA4)

#10 GA4 Advanced

  1. How to use Debug View report in Google Analytics 4 (GA4)
  2. Understanding GA4 measurement protocol
  3. How to create a remarketing audience in Google Analytics 4 (GA4)
  4. GA4 Audiences – Creating custom audience in Google Analytics 4
  5. How to build comparison (Advanced segment) in Google Analytics 4 (GA4)

#11 GA4 Reporting

  1. How to create custom insights in Google Analytics 4 (GA4)

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