5. Server-side tagging blocks Google Signals

[shaownhasan]

You can implement the GA4 tracking code on your site in different ways. You can also add parameters to it.

The one for Google ads is allow_google_signals. If it is set to false, Google Signals doesn’t collect data about gender, age and interest.

Collect or not collect demographics with GA4?
As you have understood, demographics and GA4 can make two data-driven marketer’s dreams come true.

GA4 demographics data gives a more realistic and detailed visitor profile while respecting the privacy of unique site visitors.
On the other hand, this information can also be used to target engineer data audiences. Interests, for instance, can be used in Google Ads to target an audience with paid campaigns.

I hear you thinking…

Demographic data smells like PII (Personally Identifying Information) and that’s something you have to treat with caution.

This is what Rick Chahal, Licensed Paralegal/Legal Assistant at Kahlon Law shared with us while collaborating with us on our privacy handbook:

… data collection often extends beyond what is necessary, a practice known as data minimization. While some in the industry perceive these practices as a standard part of the digital landscape, the reality is that both can lead to significant legal consequences if not properly managed.”