What this means for your store
Mobile browse, desktop buy - GA4 cannot stitch that without help. Google Signals uses signed-in Google users to model cross-device journeys and unlock Demographics and Interests reports. It also feeds remarketing audience export to Google Ads. In the EEA and UK, Signals needs ad_user_data and ad_personalization consent under Consent Mode v2. The Admin toggle alone is not enough if your CMP denies those flags.
Scenario on a real storefront
Rowe & Finch, a UK fashion marketplace, sees mobile sessions spike but desktop closes most orders. Enable Signals and confirm consent before expecting demographic reports:
# GA4 Admin
Admin → Data display → Data collection → Google Signals
→ Enable Google Signals
# Consent Mode v2 - required for EEA/UK ad features
gtag('consent', 'default', {
ad_storage: 'denied',
analytics_storage: 'denied',
ad_user_data: 'denied',
ad_personalization: 'denied',
wait_for_update: 500,
});
// After CMP grants marketing consent
gtag('consent', 'update', {
ad_user_data: 'granted',
ad_personalization: 'granted',
ad_storage: 'granted',
});
# Reporting identity: Admin → Reporting identity → Blended
# (combines User-ID + Google Signals where available)What to do next
- Review Consent Mode diagnostics in Admin - missing ad_personalization blocks Signals benefits.
- Compare device breakdown before and after enabling; cross-device paths may shift mobile attribution.
- US-only brands still gain, but California privacy notices may need a Signals disclosure.
Bottom line
Google Signals adds cross-device context and audience enrichment. Turn it on in Admin. Pair with Consent Mode v2 in the EEA/UK. Set reporting identity to Blended.