New Google Analytics 4 Feature – Google Signals Controls Gives Users More Data Control

Google Signals is session data from websites and apps linked to users using Google accounts. This data allows for reporting on user activities across different devices, remarketing, and exporting conversions to Google Ads. However, there were doubts about the accuracy of this data.

Until now, it was pretty much binary: either you used Google Signals data to identify users across different devices (but encountered thresholding if there was limited data for a specific metric), or you saw all the data, but it was of lower quality (as GA4 effectively treated one user as two separate ones).

The new functionality aims to allow users to harness the benefits of Google Signals while making the drawbacks less cumbersome.

Now, with Google Signals Controls, Google Analytics 4 users will have the option to choose how they want to use the collected data. They can lower the thresholds for Google Signals control, enabling them to use the data for marketing purposes without necessarily merging reports. This provides flexibility in utilizing additional data from Google.

To take advantage of this new feature, users will need to make the appropriate changes in their GA4 account settings in the administrative panel. This is an important update that allows analysts to tailor Google Analytics 4 to their needs and obtain more precise results.

This option is not available yet, but as Przemysław Modrzewski mentioned on his LinkedIn, it can be expected shortly.

This is a significant step toward providing substantive and accurate analytical data for all Google Analytics 4 users.