Analyst Woman Looking At Business Data Analytics Dashboard

Google Analytics 4 (GA4) comes with a feature called reporting identity. The GA4 reporting identity empowers businesses to have some control over how users are identified in reports.

In this blog, you’ll explore the answers to questions like:

What Is the Reporting Identity in GA4?

There are a few ways to identify a user, which impacts how data is retrieved from GA4. The main methods GA4 uses to identify a user are:

What Is Thresholding?

We just covered the identification methods in GA4. Depending on the identification method used in a reporting identity, thresholding may impact the data that’s viewed in a report.

What is thresholding? Thresholding involves withholding certain data from reporting. It’s applied when you can “infer the identity of individual users based on demographics, interests, or other signals present in the data.” Thresholding can result in low volume events or stop data from appearing in GA4 reports at all.

How do you know if your report is being impacted by thresholding? Look for a red triangle with a “!”. Click on the triangle.

Screenshot of thresholding being applied in regards to GA4 reporting identity.

If you see a green circle with a checkmark in the middle, that means your report isn’t impacted by thresholding.

How Do GA4 Reporting Identities Impact Thresholding?

Now that you know what thresholding is and how to identify it, how does each reporting identity work and impact thresholding?

Why Does This Matter?

If you choose a device-based reporting identity, you’ll have minimal thresholding. You won’t have any cross-device insights provided from Google Signals or manual User ID tracking.

With the observed or blended reporting identities, you may get better cross-device tracking. You can also get less direct attribution. This comes at the cost of data thresholding. You’ll likely experience less event volume because of these reporting identities.

ROI Tip: If you’d like to harness the capabilities of Google Signals to measure conversions and audiences in Google Ads while not being impacted by data thresholding in GA4, you can exclude Google Signals identifiers from GA4 reporting while maintaining an observed or blended reporting identity.

This setting can be found in the “Admin > Data Collection > Google signals data collection” setting of your GA4 property. Turn the toggle to the “inactive” position.

We recommend this, especially if your site utilizes user ID tracking that maps back to your offline CRM.

Screenshot about Data Collection in Google Signals.

Tying It All Together: What Is GA4 Reporting Identity?

Reporting identity in GA4 gives businesses some control over how user identification is handled in reports. The way you identify a user which impacts how the data is retrieved in GA4.

Thresholding can result in some data not showing up in GA4 at all, so it’s important to know how each GA4 reporting identity can impact thresholding and how it can be mitigated.

Book a Meeting to Start Thriving With GA4

What heights could you reach if you had the GA4-certified experts at ROI Revolution to show you the way? Your business should be positioned to thrive, no matter what changes come your way. To explore the difference that comes with having a guide you can trust, book a meeting with our team today.