What is Google Signals?
Here’s Google’s own summary of the feature in Google Analytics 4:
“Google signals are session data from sites and apps that Google associates with users who have signed in to their Google accounts, and who have turned on Ads Personalization. This association of data with these signed-in users is used to enable cross-device reporting, cross-device remarketing, and cross-device conversion export to Ads.”
How to Enable Demographics and Interest Reporting
Log in to your Google Analytics account and make sure the correct GA4 property is chosen. Next, click into Admin.
Go to Data Settings » Data Collection and get click on Get started on the Google signals data collection option.
Follow the steps as indicated. Once enabled, you’ll start collecting additional data about your website visitors.