What happens to data from events excluded from Ads Personalization?

When events are excluded from Ads Personalization in Google Analytics 4, the data from these events is still collected for measurement purposes. This means that while these events are not used for personalizing ads, they remain in the analytics dataset and contribute to understanding user interactions and overall website performance.

The information gathered from these events can still be leveraged for other analyses, such as understanding user behavior, funnel analysis, and building audiences that are not based on personalized advertising targeting. Retaining this data ensures that businesses can make informed decisions based on a comprehensive view of user interactions, even if the events are excluded from the Ads Personalization feature.

Other options imply complete deletion or alterations that would hinder the capability to measure performance fully; however, GA4 is designed to retain data that can provide valuable insights while respecting privacy settings.