Signal loss in terms of Google Ads means the lack of ad platform’s ability to gather customer data so that it can reach the right audience, and also attribute the ad campaign performance.

Google signals are user data collected across a user’s journey for enabling cross-device reporting, cross-device retargeting, and cross-device conversion export to Google Ads. This is possible only when a user turns on the Ad Personalization option. If a user turns off Ad Personalization, Google is devoid of signals. In such a case, you have to collect first-party data by yourself and send it to Google Ads to mitigate the signal loss.

When the user data is collected, and sent to Google Ads, it will have the complete customer journey. Based on these signals, it can retarget the user across multiple devices, and accordingly personalize the entire experience for the user. This will result in better ad campaign performance.