How do I set up Google Signals for cross-device tracking?

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Applies to: Google Analytics 4 (GA4)
Last updated: May 2025

Problem

You want to track users across multiple devices and sessions (e.g., phone, tablet, desktop) and access advanced features like cross-platform reporting, remarketing, and demographics in GA4.

Solution

Google Signals enables cross-device reporting by using data from users who are signed in to their Google accounts and have Ads Personalization turned on. When enabled, GA4 can provide aggregated insights such as demographics, interests, and device paths.

Step-by-Step Guide

1. Sign in to Google Analytics

2. Go to Admin Settings

  • Click the Admin gear icon (lower-left)
  • Under the Property column, click Data Settings > Data Collection

3. Enable Google Signals

  1. Click Get Started under Google Signals data collection
  2. Read the summary of features, then click Continue
  3. Choose the regions where you want to enable Google Signals
  4. Click Activate

4. Review Terms and Impacts

  • Google Signals enables:
    • Cross-device tracking
    • Demographics and interests reports
    • More accurate attribution modeling
    • Remarketing audience eligibility in Google Ads
  • It may impact your privacy disclosures and consent management, especially for users in regions like the EU

How to View Google Signals Data

Once enabled, additional reports and dimensions will become available:

  • In GA4, go to Reports > User > Demographics or Tech > Devices
  • You’ll also be able to see cross-platform user journeys in Explorations and attribution reports

Notes

  • Google Signals uses aggregated and anonymized data from signed-in users
  • To comply with regulations (e.g., GDPR), ensure that your consent banner addresses the use of Google Signals
  • Signals data is not retroactive — it only applies from the day it’s enabled onward

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