When Google Signals are available, existing Google Analytics features are upgrad! to include more information from Google users in four key areas:
- Cross-platform reporting: Connect data about devices and activities from different sessions using your User-ID or Google Signals data so you can get an understanding of user behaviour at each step of the conversion process, from initial contact to conversion and beyond.
- Remarketing with Google Analytics: Create remarketing audiences from your Google Analytics data, and share those audiences with your link! advertising accounts.
- Advertising reporting features: Google Analytics collects information per your tracking-code configuration, as well as Google Signals data and Google advertising cookies that are present.
- Demographics & Interests: Google Analytics collects additional information about demographics and interests from Device AdvertisingIDs and from users who are sign! in to their Google accounts and who have turn! on Ads Personalization.
In Google’s own words,
“when users have Ads Personalization gambling database turn! on, Google is able to develop a holistic view of how those users interact with an online property from multiple browsers and multiple devices.”
Here are some practical examples of what you can do with this additional data:
- Report cross-device user accounts: Accurately report on the number of users instead of devices (including 1-Day, 7-Day, 30-Day actives).
- Audience targeting: Report and understand different groups of users bas! on the different device combinations they use so you can focus resources on the most valuable set of users.
- Funnel analysis: Understand the customer journey across devices by analysing user-bas! reports (active users, funnels, pathing), allowing you to optimise the experience across the entire funnel.
- Allocate budgets: Report on and understand cross-device marketing performance (e.g., channels, campaigns, etc.) and optimise ad spend for the touch points that matter most.
- Cross-device remarketing: Offer highly relevant ads bas! on cross-device usage.
Essentially, Google Signals act as a backup to User-ID when users decline consent, allowing you to track them across multiple devices using anonymis! data. The caveat, of course, is not all users are sign! into their Google account on every device or browser and not all of them have Ads Personalization enabl!.
Luckily, GA4 modelling acts as the next backup when neither User-ID nor Google Signals are available.
Are Google Signals GDPR-compliant?
The short answer to this question is yes.
Google Signals use aggregate data how to leverage the best of email and social media in your marketing mix meaning personal data is anonymis! and never expos!. This places the technology outside of the scope of GDPR regulations, which aim to protect the personal data of individuals.
That being said, using Google Signals still comes with certain privacy considerations. By activating the feature, you enter into an agreement with Google that states you must have all the necessary privacy disclosures in place to ensure users are aware their data is being collect! and they consent to it being collect!, stor! and us! for advertising purposes.
This relates to another set of privacy regulations that pr!ate GDPR, call! the Privacy and Electronic Communications Regulations (PECR).
On another note, the retention of data collect! through Google Signals is limit! to 26 months although you can set the retention period to a shorter time frame. Whether you’re already running ads or you’re looking to run ads for the first time, our team can offer you PPC services for better ads performance.
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Above all, keep in mind that Google taiwan lists Analytics 4 is a GDPR-compliant product but you – the data handler – are responsible for collecting, storing and using data in adherence to GDPR and other privacy regulations.
