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A privacy feature in GA4 that hides rows of data with small user counts to prevent individual user identification, often triggered when Google Signals is enabled.
In Google Analytics 4, data thresholding occurs when a report or exploration contains demographics or signals data, but the user count in a specific row is too low. To protect user privacy, GA4 applies a threshold and either groups the data into an '(other)' row or simply drops the data entirely from the report.
The most common cause of data thresholding is enabling Google Signals. Google Signals attempts to track users across devices using their signed-in Google accounts. When the sample size is small, revealing the data could theoretically allow someone to identify a specific user.
To remove data thresholding and see your actual numbers, you have two options:
Using a tool like NiceLookingData can automatically audit your property to see if your reports are currently being silently thresholded by these settings.
Stop guessing. Get a free audit of your exact setup, then let your 24/7 web analyst keep watching every night.