What is Google Signals?

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Marketing agencies, e-shops, and other online businesses need to monitor their website traffic as closely as possible to understand the website users' activity and to make informed marketing strategies. Google Analytics is the industry leader for tracking and analyzing individual user behavior on a website in a detailed manner.

However, in Europe, website users have a right to data privacy through the General Data Protection Regulation (GDPR). Under the GDPR, an IP address is Personally Identifiable Information. It is required to get website users’ consent to collect and process users' personal data. There are also other privacy laws like CCPA, LGPD, and others, that require to get users’ consent to collect personal data.

To deal with privacy-related issues, Google introduced Google Analytics 4 (GA4), which focuses heavily on data privacy, and offered several privscy-orientated functions to use with GA4:

Google Signals is also one of the functionalities of GA4.

All of these technologies have their niche and help get a comprehensive view of users' online behavior while being compliant with the privacy laws simultaneously. Read more about Google Signals.

What is Google Signals?

The main aim of Google Signals was to deal with the increasing privacy challenges, especially concerning the GDPR.

Google Signals beta version was first announced in July 2018. Now it is a standalone Google product, integrated with Google Analytics 4, that enables cross-device and cross-browser tracking and remarketing. Google Signals allows you to understand how users interact with your website across multiple devices and sessions. With Google Signals you can implement improved advertising and reporting strategies across different devices.

The main advantage of Google Signals over Third-Party Cookies is that it uses aggregate data, so personal data is anonymized and never processed by third parties. It means that the technology protects the personal data of users in a way that is GDPR and other privacy laws compliant.

The summary of the feature could be expressed in Google's own words: “Google signals are session data from sites and apps that Google associates with users who have signed in to their Google accounts, and who have turned on Ads Personalization. This association of data with these signed-in users is used to enable cross-device reporting, cross-device remarketing, and cross-device conversion export to Ads.”

It is important to note that Google Signals could be used only for those users who have turned on Ads Personalization. When Ads Personalization is turned on, Google can develop a holistic view of users interacting with an online product or service from multiple browsers and multiple devices.

When the Google Signals feature is activated, more information could be gathered in the following areas:

  1. Cross-platform reporting. Google Analytics connects data about devices and user activities from different sessions using Google Signals or User ID data, which allows understanding of user behavior at each step of the conversion process, from initial contact to conversion and beyond.
  2. Remarketing. Google Analytics data allows creating of remarketing audiences that could be shared with your linked advertising accounts.
  3. Advertising reporting features. Google Analytics collects information per your tracking-code configuration, which includes data from Google Signals and Google advertising cookies if they are present.
  4. Demographics & Interests. Google Analytics collects additional information about demographics and interests from Device IDs and from users who are signed in to their Google accounts and who have turned on Ads Personalization.

Read more about Google Signals.

What is Google Signals used for?

Google Signals allows understanding users' online behavior. For example, you can see how users discover your website, browse some products, do they use a computer or a mobile phone if they buy a product instantly, or do they return to your website later to complete a purchase.

Here are some practical examples you can do with when you activate Google Signals:

  • Cross-device user accounts report. You can accurately collect and report the number of users instead of devices, which include 1-Day, 7-Day, 30-Day actives.
  • Audience targeting. You can understand and target different groups of users based on the different device combinations they use, which allows you to focus resources on the most valuable set of users.
  • Funnel analysis. You can understand the customer journey across devices by analyzing user-based reports, including active users, funnels, and paths, which allows you to optimize the user experience through the path of completing a purchase.
  • Allocate budgets. You can understand cross-device marketing performance, including different channels and campaigns, and optimize ad spend for the most valuable choice.
  • Cross-device remarketing. It allows the offering of highly relevant ads based on cross-device usage.

Google Analytics 4 (GA4) and Google Signals

Google Analytics 4 is the latest Google Analytics service that allows you to measure traffic and users' engagement with your websites and apps. GA4 gives marketers and site managers many benefits while being GDPR and other privacy laws compliant since it focuses heavily on data privacy. If you haven’t switched to GA4 yet, we strongly recommend migrating to GA4.

Once you’re set up with GA4, you’ll find that Google Signals is among one of three users' tracking options:

  • User ID
  • Device ID
  • Google Signals.

User ID is the most reliable method of tracking individual users across multiple devices. But, to track users, they have to get consent to use cookies or have to be authenticated or logged into your website or app during each session, which is not always the case.

Device ID also works well only in combination with cookies. Without cookies there are some issues like the same user is reported multiple times due to cookie duration limits in some browsers.

Google Signals collects aggregated user data, so this is a GDPR and other privacy laws-compliant feature. It does not replace the full tracking capabilities of cookies, but it provides aggregated data from a single session of a user, describing his behavior. When Google Signals is activated, existing GA features are upgraded, so you can receive merged users' behavior information. Remember that Google Signals work only for those who have turned on Ads Personalization.

When the User ID isn't available, GA4 will automatically switch to Google Signals for data collection. You can change the default order of the users' tracking options. For example, you can set Google Signals as the second option.

Try a Cookie Scanner to see what cookies, including Third-Party Cookies, your website uses:

Google Signals and GDPR compliance

Once activated, Google Signals collects aggregated users' data, meaning that personal data is anonymized and not collected or processed by third parties. So Google Signals is a GDPR and other privacy laws-compliant feature.

However, by activating Google Signals, you sign an agreement with Google that states you must have all the necessary privacy disclosures to inform users about their data being collected.

You must have a Privacy Policy, where you have to add Google Signals and explain that the feature collects and processes personal data, although aggregated. Inform your users that you are using Google Analytics, Google Signals, or any other relevant Google Analytics advertising features. 

You also need to have a Cookie Policy since Google Signals installs cookies on your users’ devices, as stated in their Privacy Policy. Google Signals uses Google analytics cookies, so the Cookie Policy must also inform users that Google Signals places cookies on users’ devices.

In summary, Google Signals are GDPR-compliant if properly implementated. You have to inform users that you are using Google Analytics, Google Signals, or any other GA advertising features, and get cuser consent to their personal data being collected, processed, and for advertising purposes.

The most common way to inform users and get their consent is by using a cookie banner. Use CookieScript Consent Management Platform for managing Google Consent Mode v2 and get user consent to use Google Signals. With CookieScript, you will be GDPR and other privacy laws compliant.

In addition, CookieScript can also create a unique and professional Privacy Policy for your business or website, which includes Google Analytics, Google Signals, and any other GA advertising features.

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Should You Turn On Google Signals?

At first, Google Signals have been turned on automatically and made part of the selected Reporting Identity, which affected on how the data was displayed for users. Google signals were removed from the Reporting Identity on February 12, 2024.

You can turn on Google Signals manually. However, you can activate Google Signals only for users who have turned on Ads Personalization.

Note, that if you want to turn on Google Signals, you should have all the necessary privacy disclosures to inform your website users their data is being collected.

When Google Signals are turned on, user counts are reported with greater accuracy. Google is able to develop a holistic view of how users interact with ads from multiple browsers and multiple devices. Without Google Signals, the same user could be counted as multiple users if they use multiple devices to access your site.

By default, Google signed-in data expires after 26 months. However, if the Analytics Data Retention setting is set to a shorter period, Google signed-in data will expire according to this shorter period.

Data collected under Google Signals is not shared with other Google products except Google Analytics. If you want to share the data with other Google products, enable Data Sharing settings and product-linking settings.

So, Google Signals are quite important for marketing, e-commerce, and analytics purposes as they collect comprehensive data about how users interact with ads from multiple browsers and multiple devices. This allows to use remarketing and collect data on interest and demographics.

The disadvantage of Google Signals is related to the GDPR-compliance issues. To comply with the GDPR, you need to disclose this feature on your Privacy Policy and get Cookie Consent from website users.

How To Enable Google Signals?

To enable Google Signals, you need Editor or Administrator permissions in GA4.

Log in to your GA4 property and follow the following steps to turn on Google Signals:

  1. Go to Admin > Data Collection and Modification > Data Collection.
  2. Turn on the Google Signals data collection.
  3. By default, Google Signals is enabled for all 307 regions. You can turn it on/off for specific regions by clicking on the settings sign next to the Google signals data collection is allowed in 307 of 307 regions.

Read Google’s documentation on activating Google Signals for a detailed guide. 

How to Comply with GDPR when Using Google Signals?

Google Signals comply with the GDPR and other privacy laws if properly implementated.

To comply with the GDPR and other privacy laws, you must:

The most common way to inform users and get their consent is by using a cookie banner.

Use CookieScript Consent Management Platform (CMP) to comply with the GDPR  and other privacy laws.

With CookieScript CMP you can:

  • Create a unique and professional Privacy Policy for your business or website.
  • Create a professional Cookie Banner, that informs users that your website uses Google Signals.
  • Get user consent to use Google Signals.
  • Manage Google Consent Mode v2

With CookieScript, you can be fully compliant with GDPR and other privacy laws.

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Frequently Asked Questions 

What is Google Signals?

Google Signals is a standalone Google product, integrated with Google Analytics 4, that enables cross-device tracking and remarketing. Google Signals allows you to understand how users interact with your website across multiple devices and sessions. It uses aggregate data, so personal data is anonymized, so it is GDPR and other privacy laws compliant.

Is Google Signals GDPR compliant?

Google Signals, integrated with Google Analytics 4, uses aggregate and anonymized users' personal data, so it is GDPR and other privacy laws compliant, if implemented correctly. You must inform users that you collect their personal data, get user consent, and have a Privacy Policy on your website. CookieScript CMP can help you to create a Cookie Banner, get user consent, and create a Privacy Policy.

Do I need a Privacy Policy if I use Google Signals on my website or app?

If you use Google Signals, you need to have a Privacy Policy, where you have to add the Google Signals feature and explain that it collects and processes personal data, although aggregated. CookieScript can create a unique and professional Privacy Policy for you which includes Google Analytics, Google Signals, and any other GA advertising features.

Do I need a Cookie Policy if I use Google Signals on my website or app?

If you use Google Signals, you need to have a Cookie Policy since Google Signals installs cookies on your users’ devices, as stated in their Privacy Policy. Use CookieScript CMP to create a GDPR compliant Cookie Policy and Privacy Policy.

What is Google Signals used for?

Google Signals enable cross-device tracking and reporting. It could also be used for audience targeting, funnel analysis, cross-device remarketing, and can help allocate budgets. It is integrated with Google Analytics 4. Use CookieScript CMP to activate Google Signals and other features of Google through Google Consent Mode v2.

Does Google share data collected under Google Signals with other Google products?

Data collected under Google Signals is not shared with other Google products except the oogle Analytics 4 unless you enable Data Sharing settings or opt to link with Google products. Use CookieScript CMP to comply with the GDPR and other privacy laws.

Does Google share data collected under Google Signals with other Google products?

Data collected under Google Signals is not shared with other Google products except the Google Analytics unless you enable Data Sharing settings or opt to link with Google products. Use CookieScript CMP to activate Google Signals and other features of Google through Google Consent Mode v2.

Should I turn on Google Signals?

Google Signals are important for marketing, e-commerce, and analytics purposes as they collect data about how users interact with ads from multiple browsers and multiple devices. This allows to use remarketing and collect data on interest and demographics. The disadvantage of Google Signals is related to the GDPR-compliance issues. Use CookieScript CMP to comply with the GDPR and other privacy laws.