Google Signals
Google Signals provides demographic indicators (Age, Gender, Interests) within the GA4 property.
The GOV.UK data from Google Signals is owned by the Insights and Analytics team.
Information on how to use the GOV.UK Google Signals data can be found in the analysis section
Access
This data can be accessed via the Google Analytics 4 user interface, the GA4 Looker Studio connection, and the Google Analytics Data API.
The data is not available as an automated export to BigQuery and is available at an aggregated level only to protect user privacy.
More information can be found in our GA access policy.
Retention
Google signals data is retained for 26 months or less, depending on GA4 settings.
This page was last reviewed on 8 January 2026.
It needs to be reviewed again on 8 July 2026
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This page was set to be reviewed before 8 July 2026.
This might mean the content is out of date.