Default Reporting Identity

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GA4 lets you control how unique individuals are identified in reports. You can choose from ‘By User ID and device’ or ‘By device only’. If Google signals have been enabled and there is enough traffic, you will also have the ‘By User ID, Google signals, then device’ option. Choosing this option means that Google Analytics will prioritize User IDs before using data from Google Signals. Finally, the identifier set by the tracking code will be used to identify users across sessions. See also user ID, Google signals and device ID.

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