Google Analytics 4 (GA4) gives you a choice in how it recognizes visitors, called your reporting identity. Clariti recommends the Device-based setting because it removes data thresholds that would otherwise hide part of your post-level traffic. Here is what the options mean, what changes when you switch, and what to do if your ad management company recommends something different.
How GA4 Identifies Visitors
GA4 can use four methods, which Google calls identity spaces, to recognize the same person across visits and devices:
User-ID. Data from visitors who sign in to your site or app. Most food and lifestyle blogs do not use this.
Google signals. Data from visitors who are signed in to their Google account.
Device ID. An anonymous ID from the visitor's browser or device.
Modeling. Estimates Google fills in when a visitor declines analytics cookies.
The Three Reporting Identities
Your reporting identity tells GA4 which of those methods to use, and in what order:
Blended. Uses User-ID, then Google signals, then device ID, then modeling.
Observed. Uses User-ID, then Google signals, then device ID.
Device-based. Uses only the device ID.
GA4 uses the first method in the list that has data for a visitor. With Blended, for example, it looks for User-ID first, then Google signals, and so on. Google explains the details in [GA4] Reporting identity.
Why Clariti Recommends Device-Based
When Blended or Observed reporting uses Google signals, GA4 can apply data thresholds, which hold back rows with small numbers of users. Clariti collects traffic for every post, and plenty of posts have small daily numbers, so thresholds can leave gaps. Device-based reporting keeps Google signals out of your reports, so the thresholds go away. Clariti checks for thresholds when you save your Google settings and asks you to fix them first. The steps are in How to Remove GA4 Data Thresholds So Clariti Can Collect Your Data.
What Changes When You Switch
Your reporting identity only affects how GA4 puts reports together. It does not change or delete the data GA4 collects.
You can switch back at any time, and GA4 applies whichever setting is current to your reports.
User counts are the numbers most likely to shift. With device-based reporting, someone who reads your blog on their phone and later on their laptop can count as two users.
What About Ad Management Reports?
Many bloggers work with an ad management company that also looks at their GA4 data. Your ad partner may recommend different GA4 settings than we do, since each company uses GA4 data in its own way.
If their guidance does not line up with ours, email us at [email protected] with what they recommended, and we will work with you on a setup that works for both.
Frequently Asked Questions
Will switching to device-based lower my traffic numbers?
Page-level traffic in Clariti usually becomes more complete, because thresholds stop hiding rows. User counts in GA4 may change slightly, since the same person on two devices can count twice.
Do I need to change anything if Clariti connected without a warning?
No. Clariti checks for data thresholds when you save your Google settings. If you did not see the warning, your current setup works.
Still Have Questions?
Reach out anytime and we will help you sort it out. Email us at [email protected].