Disable Advertising Features

Because advertising features can be enabled through your Google Analytics admin settings, there may be cases where you need to disable them programmatically. If you’ve configured Connected Site Tags, you’ll need to Set up the Analytics tag if you want this signal to propagate to your Connected Site Tags.

Disable all advertising features

The following configurations give you the ability to disable remarketing and advertising reporting features and override any property settings established in the Google Analytics user interface.

To disable all advertising features with gtag.js, set allow_google_signals to false:

gtag('set', 'allow_google_signals', false);

To disable advertising features with gtag.js on a specific property, edit the config command for the given GA_MEASUREMENT_ID and set allow_google_signals to false:

gtag('config', 'GA_MEASUREMENT_ID', {'allow_google_signals': false});

Disable advertising personalization

The following configurations give you the ability to disable advertising personalization features.

Note: Before September 29th, 2020, setting allow_ad_personalization_signals to false disables all advertising features. After September 29th, 2020, setting allowAdPersonalizationSignals to false for Universal Analytics properties or allow_ad_personalization_signals to false for Google Analytics 4 properties will no longer affect the advertising reporting features turned on in your Google Analytics property. This setting will mark relevant hits with a field that tells Google Analytics to omit the associated data from Ads Personalization features.

To disable all advertising personalization with gtag.js, set allow_ad_personalization_signals to false:

gtag('set', 'allow_ad_personalization_signals', false );

To disable advertising personalization with gtag.js on a specific property, edit the config command for the given GA_MEASUREMENT_ID and set allow_ad_personalization_signals to false:

gtag('config', 'GA_MEASUREMENT_ID', { 'allow_ad_personalization_signals': false });

You can also control whether data collected from users for any property may be used for ads personalization via the ads personalization setting.