Looks like the answer is here and in agreement with what I said above. https://support.google.com/analytics/answer/2799357?hl=en https://support.google.com/ana

Looks like the answer is here and in agreement with what I said above. https://support.google.com/analytics/answer/2799357?hl=en https://support.google.com/analytics/answer/2799357?hl=en In short, demographics are from the third party doubleclick cookie and are only available if you enable advertiser features. Whether this enables Google to click a significant amount more of data on these third party cookies is unclear to me. So my original claim could be wrong. I would guess that a significant amount of the information would still be collected via AdWords tagging for conversions or display Ads. There are also Apple and Android device IDs for mobile. I don't know if those are app specific or device specific and if they are only logged if advertiser features are enabled. So the story is a bit murkier than I claimed.