1 min read
What changed
Google is removing Google Signals from GA4 reporting identity in June 2026
Signals has been the default cross-device user tracking method since GA4 launched
Affects all properties using "Blended" or "Observed" reporting identity (most do by default)
What it means
Your user counts and session metrics will shift. Expect inflated user numbers once cross-device deduplication disappears. Any audience built on Signals data will stop populating. Remarketing lists that rely on Signals shrink overnight.
What to do
Check your GA4 reporting identity setting (Admin → Reporting Identity).
Switch to "Device-based" before June so you're comparing like-for-like.
Audit any Google Ads audiences built from GA4 Signals.
If you're running cross-device remarketing, move to first-party data segments or Customer Match before the cutoff.
Source: Google Analytics Help Centre
