How to Remove 'Thresholding Applied' in Google Analytics 4 (GA4) Reporting

(Updated: September 4, 2023

This article has been revised to reflect changes made to the GA4 dashboard. For the latest update, please scroll to the bottom of the article.)

Are you encountering the "Thresholding applied" warning message in your Google Analytics 4 (GA4) reports? Do you want to understand why it's happening and how to remove it? In this article, we will delve into the details of "Thresholding" in GA4 reporting and provide you with the necessary steps to address this issue.

When analyzing GA4 reports, you may come across the warning message "Thresholding applied." This message indicates that Google Analytics has 'applied thresholding' to one or more cards in the report. 'Thresholding' means that data will only be displayed in the cards when it meets the minimum aggregation thresholds set by Google Analytics. However, at the same time, the warning message states that the report is based on 100% of available data. This can be confusing, so let's explain why this warning appears.

The "Thresholding applied" warning is primarily caused by a feature called "Google signals" When you enable Google signals, it collects session data from sites and apps associated with users who have signed in to their Google accounts and have enabled Ads Personalization. This association of data with signed-in users enables cross-device reporting, cross-device remarketing, and cross-device conversion export to Google Ads. Additionally, Google signals help collect demographic data such as gender and age.

In theory, Google signals sound beneficial as it provides more data for your reports and enables you to gain deeper insights. However, there is a catch. If your reports contain rows with very small numbers, such as a low number of users, sessions, or events (e.g., 10 users, 25 sessions, or 5 events), and Google signals are enabled, the feature starts hiding those parts of the report or, at least, those specific rows. This is where thresholding comes into play. Google applies thresholding to prevent potential leaks of personally identifiable information. Although the technical process behind such leaks remains undisclosed, Google has made the decision not to display rows with very small numbers.

So, what can you do if you have already created a Google Analytics property where you enabled Google signals? Firstly, you need to consider whether this feature is actually useful for your specific needs. While it provides demographic data, it may also impact the visibility of rows with small numbers due to thresholding. If you plan to connect Google Analytics to Google Ads and want to utilize Google Analytics audiences for retargeting, enabling Google signals is necessary. However, if retargeting and demographic data are not essential for your analysis, it is advisable to disable Google signals. By doing so, your reports will not be affected by thresholding, and you will regain visibility into rows with small numbers.

But what if you have already been collecting Google signals data for some time? Simply disabling Google signals in the admin panel will not resolve the issue for historical data. However, there is a workaround. By adjusting the "Reporting Identity" settings, you can address the problem and view rows with small numbers again. Here's how to do it:

• Go to the admin section of your Google Analytics 4 property.
• Select "Reporting Identity."
• Click on "Show All" to access all available options.
• Switch to "Device-based" reporting identity.
• Click "Save" to apply the changes.

By switching to the "Device-based" reporting identity, only cookie information will be considered for reporting, excluding Google signals data. It's important to note that this change might result in reduced accuracy in user accounts due to the exclusion of Google signals data. However, you will be able to view rows with small numbers that were previously hidden due to thresholding.

The great thing about the "Reporting Identity" setting is its flexibility. You can switch between different reporting identities as many times as you want. This change applies to historical data and does not modify the stored data itself. For example, if you are curious about rows with small numbers, you can temporarily switch to "Device-based" reporting identity, analyze the data, and then switch back to "Blended" or "Observed" identities to identify users based on user IDs.

New Update (Updated: September 4, 2023):

To address the 'Thresholding applied' issue in the GA4 reporting interface, you can now disable the toggle button associated with 'Include Google signals in reporting identity' without making changes in 'Reporting Identity' options. To do this, follow these steps:

1) Navigate to the settings in your GA4 account.

2) Select 'Data Collections' under 'Data Settings.'

3) Locate the toggle button next to 'Include Google signals in reporting identity.'

4) Turn off this toggle button.

Please note that when you disable 'Include Google signals in reporting identity,' Google Analytics will no longer display insights and detailed information in your reports based on data from signed-in and consented Google account users who visit your website and apps. However, this action will effectively remove the 'Thresholding applied' warning notification from the reporting interface.

This update provides you with more control over your GA4 reporting and eliminates the 'Thresholding applied' challenge.

In conclusion, 'Thresholding applied' in GA4 reporting can be a challenging obstacle when dealing with rows containing small numbers. By understanding the role of Google signals and making informed decisions about its usage, you can manage thresholding effectively. Disabling Google signals if it is not crucial for your analysis and utilizing the "Reporting Identity" feature to switch to the "Device-based" reporting identity are key steps in regaining visibility into rows with small numbers. Remember that you can switch between reporting identities as often as you need to explore your data from different perspectives.

If you don't plan to use Google Analytics for audiences in Google Ads, carefully evaluate whether enabling Google signals is necessary. I hope this article has provided you with valuable insights into the topic of thresholding in GA4 reporting. If you found this information helpful, we would highly appreciate it if you could give this article a thumbs-up.

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