Google Signals
Google Signals is a Google Analytics (GA4) feature that provides aggregated demographic indicators (Age, Gender, Interests).
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 up to 26 months, depending on the data retention settings configured in the GOV.UK GA4 Property.