Google Analytics

Google Analytics Signals: Cross Device Remarketing and Reports

Today when I logged in to my Google Analytics account it shows me a notification to activate Google Analytics Signals.

Google Analytics Signals

A soon as I have seen the notice, I immediately clicked on the “Get Started” button. A screen opened to continue and activate the feature. 

What’s Google Analytics Signals?

Google Analytics signals will help you to understand the journey of your audience across devices. This will also help you to run re-marketing campaigns more effectively.

Earlier cross device report was only available for User ID View but with Google Signals now you will get this report for anonymous visitors too.

How to Activate Google Analytics Signals?

Google has already started to rolled out this feature and If feature is rolled out for your Google Analytics account, you will see a notification to activate Google Signals.

You just click on Get Started and a screen will be flashed to activate Google Signals.

Activate Google Signals

After clicking on continue another screen will appear where either you can activate the feature or choose to decide later.

Activate Google Signals

Reports after Enabling Google Analytics Signal

Once Google Signals is active for your Analytics account you will start getting cross Device report.

Google Signals Report
# Device Overlap

First report is device overlap where you will see how many users are engaging with your website through multiple device. 

Device Overlap
# Device Paths

Next report you will see is is Device paths. If you can have seen conversion path report in multi channel funnel then you will easily understand this report too. 

Device Path tells you which all device has contributed to the session and goal conversion. 

Device Paths
# Channels

Under Channel tab you will get the channel wise Users, sessions, Bounce Rate, Pages / sessions, Avg. Session Duration and Goal completed.

You can further bifurcate the data at device level with one click on “+” sign next to Default Channel grouping. You can add any dimension to slice and dice the data.

However, this data is also available in Acquisition => All Traffic => Channels.

Google Signals Default Channel Grouping
# Acquisition Device

You can see which device helped you to get most new users in the selected date range.  Along with the New user acquisition this report will also let you know the conversion from those new users. 

What’s in for Marketer? 

With Google signals, now advertiser can run re-marketing campaign which will be served to the cross-device eligible user hence you will be able to serve highly relevant ad based on cross-device usage. 

Also, you can manage your ad spend on the basis of cross-device ad consumption. Google has published a use case case for the Publisher and Marketer. Below is the screenshot of same.

Google Signals User Case

Google Signals Limitations

Like every other feature Google Signals also have their limitations

  • Data collected by Google signals can’t be used in Dashboard
  • Segment can’t be applied on cross-device reports
  • Google signals is not yet available in reporting API
  • Data collected by Google Signals can not be used in Data Studio

Below is the complete list of unsupported feature listed by Google

Google Signals Limitations and unsupported feature

Your Turn

Let us know your take on this feature. How did you leveraged the data collected by Google Signals?

I am a tech geek and love to read everything about technology. By profession I am a digital marketer with 8 years of industry exposure. In this tenure I have touched almost every part of digital marketing be it SEO, Paid Ads, Marketing Automation, Affiliate, Social Media Marketing, Tracking & Analytics.

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