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

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.

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.

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

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

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

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

Step-3: Click on ‘Data Collection’:

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

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:

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

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

You should now see a screen like the one below:

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 Demographics Overview report in your GA4 reporting view:

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

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