This feature is part of an open beta. Keep in mind that the feature is subject to change.
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Overview
As a Google Analytics administrator or editor, you can set up user-provided data collection to send your consented, first-party data from your website to Google Analytics. The data you send is then matched with other Google data in a privacy-safe way to improve the accuracy of your measurement data and power enhanced Analytics capabilities.
If you are sending data from a website, you have the option to implement user-provided data collection using a secure one-way hashing algorithm called SHA256 to hash the data before sending it to Google, or you can rely on the feature to use the SHA256 hashing algorithm on the user-provided data before sending it to Google.
If you implement user-provided data collection through Measurement Protocol, you must use SHA256 to hash the data before sending it to Google.
This feature is not available for properties in the “Health” and “Finance” industry categories.
Benefits
User-provided data collection allows you to future-proof your setup so that it's not dependent on third-party cookies, which are going away. It also enables these features and functionality:
Enhanced conversions
User-provided data collection enables enhanced conversions support for Google Analytics 4 conversions. Enhanced conversions allows Google Analytics to produce a more complete picture of cross-device and conversion measurement and attribution using first-party data.
The integration matches your consented, hashed customer data with Google data to fill in gaps for Google Ads ad interactions that may be unobservable when cookies or other user identifiers are not available. It then uses this more holistic view to improve conversion modeling, bid optimization, and provide an improved view of cross-channel performance in GA4 and Google Ads reports.
Demographics and Interests
User-provided-data collection provides demographic and interest reporting based on first-party data and consented Google signed-in user data, helping to future-proof measurement without depending on third-party cookies.
Before you implement
To send consented, first-party data from your website using user-provided data collection, you must link your Google Analytics property to your Google Ads account.
Acknowledging the user-provided data feature policy allows user-provided data collection on your property. Note that acknowledging the feature policy is permanent and will result in the following changes to your property. Though you can disable user-provided data collection from your tag, the following changes cannot be undone and should be reviewed before acknowledging the policy:
- To ensure the accuracy of your data, improvements to the models and attribution by enhanced conversions with Google Analytics are not available immediately. You should expect 1 month while it's active before these improvements are available in reports in Google Analytics and in the downstream reports and bidding in Google Ads.
- If your property has audiences with conditions that involve user interactions across multiple devices, audience membership will decrease since signed-in user data (User-ID) is kept separately from signed-out user data. This means that the ability to remarket to these audiences on devices other than the device where they met the audience condition criteria will be impacted. This impact will be partially mitigated if your property has enabled Google signals.
- Demographics and interest data for users with user ID will transition from being derived from cookie and device identifiers to user-provided data from signed-in users.
Instructions
- Activate user-provided data collection.
When you activate user-provided data collection, Google Analytics can collect user-provided data from all the data streams in the Google Analytics property and export that data to your linked advertising accounts.
- In Admin, under Data collection and modification, click Data collection
Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be an Editor or above at the property level to activate user-provided data collection.
- In User-provided data collection, click Turn on.
- (Optional) Select Collect automatically detected user-provided data to enable Google Analytics to detect user-provided data on your website automatically.
If you select this option, you must also enable automatic collection in the Google tag. You can update this setting after you turn on user-provided data collection. If you enable the manual or code method, Analytics will automatically detect user-provided data only if the manual or code method doesn't identify user-provided data. - Review the User-provided data policy, then click Turn on.
- In Admin, under Data collection and modification, click Data collection
- Identify and configure collection of user-provided data on your website through one of these options:
Implementation option Details gtag.js If you currently use gtag.js to collect data from your website, you should follow the instructions for gtag.js to make slight adjustments to your configuration to collect user-provided data. Learn about the gtag.js implementation Google Tag Manager If you currently use Google Tag Manager to collect data from your website, you should follow the instructions for Tag Manager to update your container with variables that collect user-provided data. Learn about the Tag Manager implementation Measurement Protocol If you want to collect user-provided data from an offline interaction, you can set up user-provided data collection using Measurement Protocol. Learn about the Measurement Protocol implementation
Understanding when to implement the User-ID feature
User-provided data can be used with and without the user-ID feature.The User-ID feature uses your own unique user identifiers (which must be a different identifier from the ones used in user-provided data collection) that are created and managed by you for each user.
For some websites, implementing the User-ID feature may not be possible. But for other websites, such as ecommerce sites, we recommend that you set up the User-ID feature along with user-provided data collection to provide the most accurate user reporting in Analytics.
If you send user-provided data without also sending user IDs, collected user-provided data will be pseudonymized and used to recognize unique users for user deduplication and reporting purposes. When multiple types of user-provided data are provided, Analytics will prioritize in the following order: email, phone, name and address. Note that if user IDs are later provided for users that were previously measured with only user-provided data (no user ID), Analytics will recognize these as separate users for reporting purposes.
Sharing more than one field
You can include one or more fields from your site. By including more than one field, you increase the likelihood of a customer match and of attributing the conversion.
If you would only like to provide one field, we recommend sending email; however, the address and phone fields can also be helpful in improving the likelihood of matches.
Disabling user-provided data collection
While acknowledging the feature policy is permanent, you can stop collecting user-provided data in Analytics these ways:
- Toggling off User-provided data collection in your Google Analytics implementation via Admin > Data Settings > Data collection will turn off the ingestion and processing of user-provided data in your property.
- Toggling off User-provided data collection in your Tagging or Tag Manager implementation will stop the Google tag from sending user-provided data to your Analytics property. Additionally, if you send user-provided data to Analytics with Measurement Protocol, you’ll want to update your implementation to stop including user-provided data.
Alternatively, if you are unable to modify the data being sent to Analytics, but you want to stop using the feature in reporting, you can disable Blended reporting in the Reporting Identity settings and therefore only use data from the anonymous identity space.