What will be the impact of the imminent changes in Google Analytics 4 as Google Signals are removed from the reporting identity on February 12, 2024? George Preece investigates.

Digital analytics is always changing, and Google Analytics 4 (GA4) is no exception. Let's delve into the world of Google Signals and the noteworthy announcement from Google Support that ‘Google signals will be removed from the reporting identity on February 12, 2024’. If you use GA4 for any reporting whatsoever, this is a must-read.

Understanding Google Signals

For those knee-deep in the analytics game, you're likely familiar with Google Signals. These are the data points Google uses to connect user journeys across devices and platforms, filling in the gaps left when individual user data isn't readily available. It's a nifty feature, especially when users are logged into their accounts on your website, allowing for the use of "user-ID" to link up the data seamlessly. However, when such data isn't accessible, Google Signals steps in. It utilises Google's aggregated user data (with consent) to maintain continuity. The catch? To uphold privacy regulations like GDPR, this often leads to ‘thresholding’ - which appears as that pesky warning in GA that restricts your data visibility.

What is Thresholding?

Thresholding, while designed to protect user privacy, can be a hindrance to marketers and analysts aiming for comprehensive data insights. The GA4 setting, dependent on Google Signals, has been both a saviour and a source of frustration, with the latter stemming from its impact on data visibility. As soon as you look to pull a report with less than 50 users/events per row, the dreaded Orange Exclamation may well appear, kneecapping your analysis before it’s even begun.

Can you avoid Thresholding?

Yes, to some extent. If you opt for device-based reporting identity, you can bypass the use of Google Signals. However, the more robust and insightful Blended or Observed settings, while recommended for reporting, rely on Google Signals. Or at least, that was the case until Google’s latest announcement….

What's actually changing on February 12th?

Recognising the irksome nature of thresholding, Google has extended an olive branch to users. Up until now, you could choose to view your data without Google Signals by tweaking the reporting identity settings. However, come February 12th, 2024, Google will go a step further by eliminating the option to view data with Google Signals altogether.

How can I prepare?

The change is significant, but Google provides a solution. You can proactively see the impact on reporting by adjusting your reporting identity settings. To disable ‘include Google signals in reporting identity’ head over to ‘Admin’, then select ‘Data Collection’ under ‘Data Collection and Modification’. Your reports will be updated immediately to reflect the change.

Conclusion

In the dynamic realm of digital analytics, staying ahead of the curve is paramount. As we bid farewell to Google Signals in GA4 Reporting, take control of your data by adapting to the new normal. February 12th, 2024, is just around the corner, so don't miss the opportunity to fine-tune your settings and ensure a smooth sailing experience through the seas of GA4 analytics.

Still unsure if this change will impact you, your business or your reporting? Need a bespoke Analytics or Tagging audit? Our consultancy team are on hand to help.

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