Privacy & Terms Sign in

Intro
Google’s mission is to organise the world’s information and make it universally
accessible and useful. Location information plays an important role in that mission.
From driving directions, to making sure that your search results include things near you,
to showing you when a restaurant is typically busy, location information can make your
experiences across Google more relevant and helpful.

Location information also helps with some core product functionality, such as providing
a website in the right language or helping to keep Google’s services secure.

The Google Privacy Policy describes how Google uses data, including location
information, when you use its products and services. This page provides additional
details about the location information that Google uses and how you can control the
ways that it may be used. Some data practices may differ for users under the age of 18.
Learn more in Google’s Privacy Notice for Google Accounts and pro les managed with
Family Link, for children and Google’s teen privacy guide .

How does Google use location information?

How Google uses location information varies, depending on the service or feature being
used, and people’s device and account settings. Here are some key ways in which Google
may use location information.

To make experiences useful

Google may use or save location information to provide people with useful services when
they interact with Google products, such as providing locally relevant and faster search
results, tra c predictions for people’s daily commutes, and suggestions that take into
account a person’s context. For example, someone searching for cinema times will
probably want to see lms at cinemas in their neighbourhood, not in another city. In
Google Maps, location information helps people nd their place on a map and navigate
to places that they’d like to visit.

To help people remember places where they’ve been

People can choose to remember places they go to with their devices using Timeline. To
use Timeline, people can turn on Location History, a Google Account setting that creates
a personal map of the places where they’ve been and the routes that they’ve taken. If you
choose to use Location History, your device’s precise locations are saved to a personal
map, including when you don’t have Google apps open. This information can be viewed
and deleted in Timeline.

To help people nd things faster and get more helpful results

Web & App Activity, for example, is a Google Account setting that lets people save their
activity data and associated information like location so that they can make their
experience more personalised when they are signed in across Google services. For
example, Search might show results that are relevant to a general area that you’ve
searched from in the past.

To show more relevant ads

Your location information can help Google show you more relevant ads. When you
search for something such as 'shoe shops near me', location information can be used to
show you ads from shoe shops near you. Or, let’s say that you’re searching for pet
insurance: advertisers might show different bene ts in different areas. Learn more about
how location information is used to show ads.

To make experiences more secure

Google uses information about the general area that you’re in to provide some basic
services, such as keeping your account safe by detecting unusual activity or a sign-in
from a new city.

To show anonymous community trends, estimates and for research

Google also uses aggregated anonymous location information for research and to show
community trends.

To see more ways that location information is used, visit the Google Privacy Policy.

How does location work on my Android device

and apps?
You can get local search results, commute predictions and nd nearby restaurants from
your device’s location. Android device settings for your mobile phones or tablets allow
you to control whether the location services on your device estimate location, and also
whether and how speci c apps and services on your device can use that device location.

How you can control apps’ use of device location

You can control which apps have permission to use the device location in your Android
device settings. In settings, you have controls that let you choose whether the app can
access precise or approximate location. We’ve added controls that allow you to decide
whether an app can access the device location at any time, only while the app is in use, if
the app has to ask every time, or never. The availability of these settings and controls
depends on which Android version your device is running. Learn more .

How device location works

Depending on your device settings, Android devices estimate location by using different
inputs, including GPS, sensors (such as accelerometer, gyroscope, magnetometer and
barometer), mobile network signals and Wi-Fi signals. These inputs can be used to
estimate the most accurate location possible, which is provided to apps and services on
the device that have the required permissions. Learn more about your Android device’s
location settings .

Mobile and Wi-Fi network signals can help Android estimate the device’s location,
especially in environments where GPS signals aren’t available or accurate, including in
dense urban areas or when indoors. Google Location Accuracy (GLA, also known as
Google Location Services) is a Google service that uses these signals to improve the
device’s location estimate.

To provide this more accurate location, when turned on, GLA periodically collects
location information from your Android device – including GPS and information about
Wi-Fi access points, mobile networks and device sensors – using a temporary rotating
device identi er that is not associated with any speci c person. GLA uses this
information to improve location accuracy and provide location-based services, including
by building crowdsourced maps of Wi-Fi access points and mobile network towers.

You can turn off GLA at any time in your Android device’s location settings. Your Android
device’s location will continue to work even if GLA is turned off, and the device will rely
only on GPS and device sensors to estimate device location.

How does Google know my location?

Depending on the products that you’re using and the settings that you choose, Google
may use different types of location information to help make some services and
products that you use more helpful.

This location information can come from real-time signals, like your IP address or from
your device, and also your saved activity on Google sites and services. Here are the main
ways in which Google may get information about your location.

From your IP address

An IP address, also called an Internet Protocol address, is a number that is assigned to

your computer or device by your Internet Service Provider. IP addresses are used to make
the connection between your devices and the websites and services that you use.

Like many other Internet services, Google may use information about the general area
that you’re in to provide some basic services – relevant results, such as when someone
does a search asking what time it is, or keeping your account safe by detecting unusual
activity, such as a sign-in from a new city.

Bear in mind that devices need an IP address in order to send and receive Internet tra c.
IP addresses are roughly based on geography. This means that any apps, services or
websites that you use, including google.com, may be able to infer and use some
information about your general area from your IP address.

From your saved activity

If you’re signed in to your Google Account and have Web & App Activity turned on, your
activity data on Google sites, apps and services may be saved in your account’s Web &
App Activity. Some activity may include information about the general area that you were
in when using the Google service. When you search for something using a general area,
your search will use an area of at least three sq. km, or expand until the area represents
the locations of at least 1,000 people. This helps protect your privacy.

In some cases, areas that you have searched from in the past may be used to estimate a
relevant location for your search. For example, if you search for coffee shops while in
Chelsea, Google might show results for Chelsea in future searches.

You can view and control your Web & App Activity at My Activity .

If you’re not signed in to your Google Account, Google may store some location
information for previous searches from the device that you’re using to help provide more
relevant results and recommendations. If you turn off Search customisation, Google
won’t use previous search activity to estimate your location. Learn more about how to
search and browse privately.

From home or work addresses that you saved

You might choose to save places that are important to you, such as your home or your
work, to your Google Account. If you set your home or work addresses, they can be used
to help you do things more easily, such as getting directions or nding results closer to
your home or work.

You can edit or delete your home or work addresses at any time in your Google
Account .

From your device

How Google apps use location from your device

Devices have settings or permissions that you can use to control whether your precise
location is available to apps, including Google’s apps like Search and Maps . This
kind of precise location is useful in apps, like Google Maps, to give directions or help you
get useful nearby search results. For example, you’ll get more relevant search results for
things like local places and weather information when precise location settings or
permissions are on.

Both iOS and Android have settings for app location permissions that you can turn on or
off. You can let apps use your location to provide location-based features and services.
Bear in mind that it’s sometimes necessary for apps to store your precise location
temporarily so that they can quickly give you helpful results or save battery by avoiding
the need to keep updating location.

Some apps need access to your device location in the background, such as Find My
Device, or if you want to use certain features, like Location Sharing.

For more information on how location works on your Android device, see here.

How are Location History and Web & App Activity

saved in my Google Account?

Location History and Web & App Activity

Location History and Web & App Activity are Google Account settings that use location.
Here’s an overview of each. Bear in mind that other features or products may also collect
or store location information.

Location History

If you turn on Location History, it will create Timeline, a personal map that helps you
remember places where you’ve been, and routes and trips that you’ve taken.

Location History is turned off by default. If you turn on Location History, your precise
device location is regularly saved, for every eligible mobile device that has the Location
Reporting setting turned on. These device locations are used to build your Timeline, even
when Google apps aren’t being used.

To make Google experiences more useful for everyone, Location History can be used to

show information, such as popular times and environmental insights, based on

anonymised location information

detect and prevent fraud and abuse

improve and develop Google services, including ads products

Location History can also help businesses estimate the likelihood that people visit their
shops because of an ad.

You can review, edit and delete what’s saved in your Timeline at any time. To see if
you’ve turned on Location History, visit your Activity controls . There, you’ll be able to
control the Location History setting and control which devices are reporting their
location.

How often your precise location is collected as part of the Location History setting
varies. For example, if you’re using navigation in Google Maps, it might be collected
multiple times per minute. But if you’re not actively using your phone, it could be once
every few hours.

How long Location History data is saved depends on your settings – you can choose to
automatically delete this data once it’s 3, 18 or 36 months old, or keep the data until you
delete it.

Bear in mind

If you turn off Location History

Google will continue to store any past Location History data that you’ve saved until
you delete it, or it will be deleted after a period of time that you’ve chosen as part of
your auto-delete settings.

Turning off Location History doesn’t impact how location information is saved or
used by Web & App Activity or other Google products, e.g. based on your IP
address. You may still have other settings that save location information.

To see if you’ve turned on Location History, visit your Activity controls . Learn more .

Web & App Activity

Web & App Activity data is used to make your experience more personalised in Maps,
Search and other Google services. It can also be used to show you more relevant ads,
depending on your ads settings. Web & App Activity will work across your devices
wherever you are signed into your account.

When Web & App Activity is turned on, Google will save data about the things that you do
across Google services in your account’s Web & App Activity . This includes associated
information, such as the general area where you used a Google service.

For example, if you search for weather information and get results for a location sent
from your device, this activity, including the general area that your device was in when
you searched, is saved to your Web & App Activity. The precise location that your device
sent is not stored; only the location’s general area is stored. The saved location, which
can be used to help Google determine a more relevant location in a future search, can
come from the IP address or your device. This saved location is automatically deleted
from your Web & App Activity after 30 days.

Web & App Activity data helps Google to understand general areas that are relevant for
you, and include results for those areas when you do things like search.

You can review and delete location and other information saved with your Web & App
Activity, or turn it off, by visiting your Activity controls . Turning off Web & App Activity
will stop saving your future activity data.

Bear in mind

When you turn off Web & App Activity

You may still have saved activity, which may be used until you delete it. You can
delete this at any time. Your saved location information is still automatically deleted
after 30 days.

Turning off Web & App Activity doesn’t impact how location information is saved or
used by other settings, such as Location History. You may still have other types of
location information saved as part of other settings, including IP address.

To see if you’ve turned on Web & App Activity, visit your Activity controls . Learn more

How does Google use location information that is

pseudonymous or anonymous?
Google uses anonymised and pseudonymised location information to help enhance
people’s privacy. Anonymised information generally cannot be associated with any
individual. Pseudonymised information may be tied to a unique identi er, such as a string
of numbers, rather than more personally identi able information such as a person’s
account, name or email address. Anonymised and pseudonymised location information
may be used by Google in its products and services for purposes such as advertising or
trends.

Users may be able to reset certain pseudonymous identi ers linked to location
information. For example, people can reset certain pseudonymous identi ers by resetting
advertising IDs on their Android devices. In addition, Google automatically resets certain
pseudonymous identi ers to enhance user privacy, including for GLA, the device setting
that users can control to improve location-based service and accuracy on their devices.

Separately, Google may use anonymised location information. For example, people can
tap on places in Google Maps, e.g. a restaurant or a park, and see trends from those
places in an area. Location information used to build trends, like popular times, cannot
be used to identify an individual. If Google does not have enough information to provide
accurate and anonymous business information, it doesn’t appear on Google.

Google also offers people who are signed out other ways to manage information
associated with their browser or device, including the Search customisation setting,
YouTube settings and ads settings. Learn more

Learn more about Google’s use of location information in the Google Privacy Policy.
Learn more about how Google retains collected data and how Google anonymises data.

How long is location information retained by

Google?
The Google Privacy Policy describes our retention practices for user data, including
location information that Google collects. Location information is collected for different
periods of time, depending on what it is, how it’s used and how people con gure their
settings.

Some location information is saved with your Google Account until you delete it

Controlling retention and deletion: Both Location History and Web & App Activity
have auto-delete options, which let you automatically delete data after 3, 18 or 36
months. You can also see this data by visiting Timeline and My Activity, and can
delete speci c activity or bulk data according to your preference. You can always
modify these settings or change your auto-delete option.

Saving location information: Depending on the Google product or service, location

information may be saved to your Google Account. For example, you may tag
locations in Photos, or add a home or work address in Maps. You can delete this
location information.

When you delete data, Google follows a policy to safely and completely remove it from
your account so that the recovery of the data is no longer possible. First, the activity that
you delete is removed from view and no longer used to personalise your Google
experience. Then, Google begins a process designed to safely and completely delete the
data from Google storage systems. Learn more about how Google retains collected data.

Information that expires after a certain period of time

For other location information, as described in How Google retains data, there are times
when – instead of being deleted manually – Google stores data for a set time before it’s
deleted. The amount of time that it takes to safely and completely delete it depends on
the type of data, for example:

Google anonymises advertising data in server logs by removing part of the IP

address after 9 months and cookie information after 18 months.

Google deletes IP-based location and device location from your Web & App Activity
after 30 days.

Information retained for extended time periods for limited purposes

As described in the Google Privacy Policy, 'some data we retain for longer periods of time
when necessary for legitimate business or legal purposes, such as security, fraud and
abuse prevention, or nancial record-keeping'. Find out more about our retention
practices

How is location information used for ads?

To help show you more relevant ads

The ads that you see can be based on your location information. In general, ads on
Google use the same types of location information as the products where they appear.
For example, depending on your settings, ads on Search might be based on location from
your device, your IP address, previous activity, or your home and work addresses from
your Google Account.

Using location information helps make the ads that you see more relevant to the area
that you’re in, or to areas that are relevant to you. For example, if your device’s location
setting is turned on and you search on Google for restaurants near you, your current
device location may be used to show you ads for restaurants near you. Your location may
also be used to show you distances to nearby businesses as part of ads on Google.

Google may also use your past browsing or app activity (such as your searches, website
visits or videos that you watched on YouTube) and general areas saved as part of the
Web & App Activity setting to show you more useful ads. For example, if you search for
where to buy milk nearby on Google, you may see ads for supermarkets in the general
area where you frequently browse Google Search while waiting for your bus or train.

Advertisers can only target ads to general areas, such as countries, cities or regions
around their business.

For additional information on our Display Network, visit the Help Centre .

To help advertisers measure performance

Google may also use location information for analytics and measurement to understand
how Google services are used. For example, if you have chosen to turn on Location
History, Google uses this data to help advertisers estimate if people are likely visiting
their shops because of online ads. Only anonymous estimates, not personal information,
are shared with advertisers. To do this, Google connects your online activity data, such
as ad clicks, with Location History data related to advertisers’ shops. Your Location
History is not shared with advertisers.

To improve Google’s products and services

Google also uses location information to improve its ads products. For example, data
about the ads that you interact with, including the general area for the relevant activity,
that is saved in your account may be aggregated and used in machine learning models
that improve Smart Bidding tools. Your account data is not shared with advertisers.

How do I control how my location information is

used to show ads?
You can control how your general areas where you’ve used Google sites and apps in the
past can be used to in uence which ads you see by accessing the Areas where you’ve
used Google control in My Ad Centre .

When Areas where you’ve used Google are on

When Ad Personalisation and Areas where you’ve used Google are turned on, Google
will use the data saved with your Web & App Activity related to the general areas where
you’ve used Google sites and apps to personalise your ads.

When Areas where you’ve used Google are off

When Ad Personalisation or Areas where you’ve used Google are turned off, Google
doesn’t use the data saved with your Web & App Activity related to the general areas
where you’ve used Google sites and apps to personalise your ads. Even when Areas
where you’ve used Google are turned off, you may still see ads based on your current
location and places that you’ve set as your home and work in your Google Account.

In addition, if you are signed out, Google may still use your current location from your IP
address or from your device to show you ads depending on your device and app settings.

For additional information on how to turn personalised ads on and off when you are
signed out, see here .

Google · About Google · Privacy · Terms · Transparency Centre English (United Kingdom)