Google Signals are session data from sites and applications that a user has visited and that the Google system associates with those users, as well as additional signals from Google accounts that help improve GA4 reports.
These signals are received from Google users who have enabled Ads personalization feature in their Google accounts.
The ad personalization feature helps you see more personalized ads and, if you wish, personalize them yourself.
Users with ad personalization turned off still see the same amount of ads. The only difference is that the categories of advertising that such users see simply do not match their interests.
The number of ads does not decrease when personalization is turned off.
You can enable ad personalization and select interests in your Google account settings by going to the My Ads Center page, as shown in the screenshot below.
In order to receive and collect Google Signals data in GA4, you need to enable this function in the GA4 interface. In the data collection tab.
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