Google Analytics > Audience section has recently introduced a new report for us: Device Overview.
In order to enable the feature, we must activate the Google Signals feature provided by Google. So, what exactly is Google Signals, and what does the Device Overview report offer us?
Google Signals
Let’s first take a closer look at Google Signals (Google Signals). Google Signals can be described as a data-sharing feature that enables a standard Google Analytics implementation to collect data for additional features such as cross-device audiences and analysis. By enabling Google Signals, we can collect data about visits from different devices, such as app and traffic data. This data is then linked to the accounts of users who have an active session, allowing them to be associated with their Google account information, which is used to enable personalization features. Among the collected data, you may find information such as user location, search history, YouTube history, and data from websites that are partners with Google. This data can be used to generate aggregated and anonymized reports about users’ cross-device behaviors.
This data is automatically deleted after 26 days for logged-in Google users. The duration can be adjusted. Device Overview reports contain only aggregated data. There may be minor differences between the new user counts in Device Overview reports and the reports for Channels and Devices where conversions are recorded. No individual user data is ever disclosed. Summarized in tabular form1;
Current Google Analytics Feature
Google Signals Active Google Analytics Feature
Retargeting with Google Analytics We can share Google Analytics data with retargeting audience segments and use them as targeting audiences for related advertising accounts.
The audience segments published by Google Ads and other Google Marketing Platform advertising products are targeted through Retargeting, enabling cross-device campaigns that are optimized for Google users.
Advertising Reporting Features Google Analytics collects information based on your tracking code configuration, in addition to existing Google advertising cookies.
Google Analytics collects additional information about users who have Retargeting enabled, such as data from multiple browsers and multiple devices.
Demographics and Interests Reports Google Analytics collects additional data from the DoubleClick cookie (web engagement) and from Device Advertising Identifiers.
The same features are available through Advertising Reporting Features.
Cross-Device Reports Cross-device connections can be established between different devices and engagement data associated with different sessions, enabling the understanding of user behavior throughout the entire conversion journey—from the user’s first engagement to long-term customer loyalty.
After Retargeting is enabled, Google Analytics builds a behavioral model across all user behaviors, across different device types, based on consolidated user data. This behavioral model does not require a User-ID view.
We hereby declare that we will comply with the Google Advertising Features Policy, including rules related to sensitive categories, by enabling these features in your Google Analytics account. To establish this linkage, you must also obtain the privacy notices and rights from the end users. End users can access and delete their data at any time through the My Activity pages2. After enabling Google Signals, and then after enabling device-level reports, the system will begin sharing data on Device Convergence, Device Paths, Channels, and Device of Conversion once sufficient data is available.
The relevant data reflects all users and cannot be segmented into subgroups. The Channels tab presents user metrics in a visual format based on the default channel grouping dimension.
Final Notes on Google Signals
Google Signals provides a valuable feature by enabling more accurate user value determination through the user’s sessions across different devices, which is especially beneficial for advertising campaigns. A similar functionality can be achieved via Facebook Analytics > Event Source Groups > Conversions, and by comparing results between the two tools to reach accurate conclusions.