Google Analytics has launched beta-testing for a new feature called Google Signals. The feature offers cross device reporting and remarketing capabilities. Google signals works to upgrade the existing advertising features, for users who have turned on Ads Personalization on Google. Google gathers the aggregate data of the users to estimate the across-device behavior of the user base. Google Signals gathers data on how the user deals with any online property from multiple devices. For instance, going through an Ad about bags on your mobile phone and later making the purchase from a laptop.
How Does It Work
To explain the phenomenon Google says, “When users turn on Ads Personalization, Google is able to develop a holistic view of how those users interact with an online property from multiple browsers and multiple devices… Because of the large volume of data generated by users who have turned on Ads Personalization, Google is able to estimate from that data the cross-device behavior of your entire user base.” The data is, by default, retained for 26 months or less and is kept absolutely confidential.
Turning on the Ads Personalization is a pre-requisite to avail the latest feature, Google Signals. Once you have set the Ads Personalization you have control over the type and genre of Ads you want to see or deem fit for your interest. Activating Google Signals will enable;
Remarketing with Google Analytics: Serve ads in Cross Device-eligible remarketing campaigns to Google users who have turned on Ads Personalization.
Advertising Reporting Features: Google Analytics will collect additional information about users who have turned on Ads Personalization.
Demographics and Interests reports: Google Analytics will collect additional information about users who have turned on Ads Personalization.
Cross-Device reports (in beta): Based on aggregated data from users who have turned on Ads Personalization, Google Analytics models behavior for a whole user base across device types.
Google Signals enable Roll-Up Reporting by activating signals for the Roll-up Property and atleast one Source Property. It deduplicates the user across devices and across various domains of the Source Property. Roll-up Reporting comprises of two kinds of properties to gather aggregate data from multiple Analytics properties, enabling a view to all the data in the same report.