What is Google Signals?
A feature that populates cross-device data and demographics by using data from users who are signed into Google accounts and have Ads Personalization enabled.
Google Signals allows GA4 to uniquely identify users across different devices (e.g., they click an ad on their phone, but buy on their laptop) without relying solely on cookie-based tracking. It does this by pulling anonymized data from users logged into Chrome or Android.
The Catch-22 of Google Signals:
While enabling Signals gives you access to Demographics (Age, Gender) and cross-device reporting, it is the primary culprit behind Data Thresholding.
If your site doesn't get massive amounts of traffic, Google will hide data in your reports to ensure you cannot combine Signals data to identify a specific individual. For most B2B and smaller e-commerce sites, the recommendation is strictly to leave Google Signals disabled unless you actively need to retarget audiences via Google Ads.
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