Download the User-provided data implementation playbook for more information on user-provided data in Google Analytics.
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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” industry category.
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:
Customer match
User-provided data collection enables customer match support for Google Analytics audiences exported to your linked Google advertising products. This helps maximize coverage for remarketing efforts, ensuring that your campaigns reach the most relevant audiences.
The integration matches your consented, hashed customer data with Google data to increase your addressable audiences when other user identifiers are not available.
Enhanced conversions
User-provided data collection enables enhanced conversions support for Google Analytics 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 Google Analytics 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 begin
Feature considerations for user-provided data collection
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. Below are key considerations for user-provided data collection:
- Managing user-provided data in property settings: Be aware that acknowledging the feature policy is permanent. However, you can uncheck the checkbox. When you uncheck the checkbox, we won’t process user-provided data in the Google Analytics property. Your Google tag may still collect user provided data, but that data won’t be transmitted to your Google Analytics property with the checkbox unchecked. You can disallow user-provided data collection from your tag or through Google tag settings under “Allow user provided data capabilities”.
- Modeling and attribution availability: To ensure data accuracy, improvements to models and attribution by enhanced conversion may take up to one month to appear in your Google Analytics and Google Ads reports and bidding.
Set up user-provided data collection
- 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 must be signed in to a Google Account to open the property. You can change the property using the property selector. You must be an Editor or above on the Analytics accountat 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, including server-side 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. After activating user-provided data, it’s recommended to send both user data and the User-ID. Learn about the Measurement Protocol implementation
How user-provided data and User-ID differ
User-ID is your unique, non-personally identifiable identifier that you assign to signed-in users, such as identifiers from your customer relationship management (CRM). User-ID helps you measure journeys across devices and sessions in Google Analytics. It also supports user and session attribution.
User-provided data (UPD) includes specific hashable fields, such as email addresses, phone numbers, and addresses, that you send to Google. Google uses this data to match with existing user data and support enhanced conversions, Customer Match, and demographics. UPD also supports conversion attribution.
You can use User-ID and UPD together. Sending UPD alongside User-ID is recommended because it provides more accurate and durable measurement.
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.