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Google Signals is a feature of Google Analytics 4 that allows marketing professionals to access advanced information about user behaviour and trends across different devices and platforms (1). Although it offers valuable features, it is essential to understand its pros and cons before activating it on your account. This text will present the main advantages and disadvantages of using Google Signals in Google Analytics 4..


  1. In-depth User Behaviour Analysis: Google Signals provides enriched data on user behaviour, enabling marketers to identify patterns, trends, and preferences across different devices and platforms (1). This facilitates campaign optimisation and the creation of more personalised experiences for users.
  2. Remarketing: Enabling Google Signals allows marketers to leverage cross-device remarketing in Google Ads (1). This means you can reach users on different devices, such as smartphones, tablets, and computers, with personalised ads based on their previous interactions with your website or application
  3. Demographic and Interest Reports: Google Signals offers access to demographic and interest reports, allowing segmentation and audience analysis based on age, gender, affinities, and market categories (1). These data can be used to refine marketing strategies and ensure campaigns target the desired audiences


  1. Privacy Concerns: Enabling Google Signals involves the collection and processing of additional user data, which may raise privacy concerns (1). ). Companies must ensure they are compliant with applicable data protection laws and regulations, such as GDPR and LGPD, before activating Google Signals. ????
  2. Data Usage Limitations: Using Google Signals requires activating the “Personalised Ads” option in Google Analytics 4 (1). This may limit the ability to use the collected data for specific purposes, such as remarketing, due to user privacy policies and advertising platform restrictions.
  3. Complexity in Data Analysis: Marketers may face challenges in analysing and interpreting the data provided by Google Signals due to the complexity of the information and the need to integrate these data into their existing marketing strategies Additional time and resources may be required to fully master and leverage the features offered by Google Signals (1).

Conclusion: Activating Google Signals in Google Analytics 4 can offer significant advantages for marketers, such as in-depth analyses of user behaviour, enhanced remarketing, and access to demographic and interest reports (1). However, it’s important to consider the disadvantages, including privacy concerns.


  1. Google Analytics Help Center – Google Signals (

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