What Web & App Activity does and why Google wants it on
Web & App Activity is a Google setting that records what you search for, what websites you visit, and what you do inside Google apps like Gmail, Maps, and YouTube. When it is turned on, Google stores this information in your account and uses it to personalize your search results, show you relevant ads, and make suggestions in Google services.
Google turns this setting on by default for most new accounts. The company uses the data to improve its services and to build a profile of your interests for advertising. If you have noticed that Google seems to know what you want to search for before you finish typing, or that ads follow you around the internet, Web & App Activity is usually the reason.
You can turn it on or off at any time. Turning it on means Google will track and store your activity. Turning it off means Google will not record new activity going forward, though data already collected will remain unless you delete it separately.
Key Takeaways
- Web & App Activity is found in your Google Account settings under Data & Privacy, not in individual app settings.
- Turning it on allows Google to track your searches, websites you visit, and actions in Google apps, then use that data to personalize your experience.
- The setting is usually on by default, and you can turn it off at any time without affecting your ability to use Google services.
- Deleting Web & App Activity data is a separate step from turning the setting off — you must do both if you want to remove past records.
How to turn Web & App Activity on in a web browser
Go to myaccount.google.com and sign in with the Google account you want to change. On the left side of the page, click Data & Privacy. Scroll down until you see the section labeled Web & App Activity.
Click on Web & App Activity to open its settings. You will see a toggle switch at the top. If the toggle is gray or off, click it to turn it on. The toggle will turn blue when it is active. Google will then begin recording your searches, websites, and app activity for this account.
You may also see a checkbox that says Include Chrome browsing history and activity from websites and apps that use Google services. Checking this box means Google will also track your activity in Chrome and on third-party websites that have Google tools embedded in them. This is optional — you can turn on Web & App Activity without checking this box.
How to turn Web & App Activity on using the Google app on your phone
Open the Google app on your Android or iPhone. Tap your profile picture in the top right corner, then tap Manage your Google Account. Tap the Data & Privacy tab at the top.
Scroll down to Web & App Activity and tap it. You will see a toggle switch. Tap the toggle to turn it on — it will turn blue when active. The steps are the same whether you use Android or iPhone.
What happens after you turn Web & App Activity on
Once you turn it on, Google begins recording information when ready. Your searches appear in your search history. Websites you visit are logged. Actions you take in Gmail, YouTube, Google Maps, and other Google services are stored. This data is tied to your Google account and synced across all your devices where you are signed in.
Google uses this activity to personalize your experience. Search results become more tailored to your interests. YouTube recommendations reflect videos you have watched and topics you have searched for. Google Assistant can answer questions faster because it knows your context. Ads shown to you across Google and partner websites become more targeted based on your interests.
The data is stored in your Google Account indefinitely unless you delete it. You can view your activity at myactivity.google.com at any time, and you can delete specific items or entire date ranges from that page.
The difference between turning Web & App Activity off and deleting your data
Turning Web & App Activity off stops Google from recording new activity going forward. However, any data Google collected before you turned it off remains in your account. If you want to remove that past data, you must delete it separately.
To delete existing data, go to myactivity.google.com, click the three-line menu in the top left, and select Delete activity by. You can choose to delete activity from a specific date range, or delete all activity from the beginning of time. You can also delete activity by product — for example, delete only your YouTube history while keeping your search history.
Many people turn off Web & App Activity and then delete all past data if they want a clean break. Others turn it off but keep the old data so Google can still use it to personalize their experience, while preventing new tracking from that point forward.
Why you might want Web & App Activity on or off
Reasons to turn it on: Google services work better when they know your preferences. Search results are more relevant. YouTube recommendations match your actual interests rather than showing generic popular videos. Google Maps learns your home and work addresses and your favorite restaurants. Google Assistant can answer questions faster. If you use Google services heavily and want them personalized to you, Web & App Activity should be on.
Reasons to turn it off: If you share a device with other people, Web & App Activity will record their searches and activity under your account, which you may not want. If you are concerned about privacy, turning it off prevents Google from building a detailed profile of your interests. If you use Google services only occasionally and do not care about personalization, the setting does not matter much either way. Some people turn it off and accept less personalized results as a privacy trade-off.
Turning Web & App Activity off does not make you anonymous to Google or prevent Google from seeing your activity in other ways — for example, Google still knows your IP address and can see what you search for in the moment. It only stops Google from storing and using that data to build a long-term profile of your interests.
Frequently Asked Questions
If I turn off Web & App Activity, will Google stop showing me ads?
No. Google will still show you ads, but they will be less targeted to your interests. Instead of ads based on your search history and browsing habits, you will see ads based on your general location and the content of the page you are on. Turning off Web & App Activity does not remove ads from Google services — it only makes them less personalized.
Does turning off Web & App Activity speed up my device?
Not noticeably. Web & App Activity tracking happens on Google's servers, not on your device, so turning it off will not free up storage space or make your phone or computer run faster. The setting affects how much data Google stores about you, not how much your device has to process.
Can I turn Web & App Activity on for some Google services but not others?
No. Web & App Activity is an all-or-nothing setting at the account level. When you turn it on, Google tracks activity across all services. You cannot turn it on for YouTube but off for Search, for example. However, you can delete activity from specific services at myactivity.google.com without affecting the setting itself.
What if I turn Web & App Activity off and then turn it back on later?
Google will resume tracking your activity from the moment you turn it back on. Any data you deleted while it was off stays deleted. Any data you kept while it was off remains in your account. Turning the setting back on does not restore deleted activity.