To stop Google from using your shopping behavior to tailor product results, change two different settings: turn off Personalized Recommendations in Search services, then turn off Web & App Activity (or the newer Search Services History control). Those switches govern future use and collection. They do not erase searches Google already saved, so delete shopping-related entries in My Activity and choose an auto-delete period if you want ongoing cleanup. On shared devices or while signed out, also disable Search customization and use private browsing; browser history is managed separately.
Choose the change you actually need
Google separates recommendation personalization, activity collection, deletion, and local search behavior. Use the matching control instead of assuming one switch handles everything.
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| Your goal | Setting or action | What it changes | What it does not change |
|---|---|---|---|
| Stop Google from tailoring recommendations | Turn off Personalized Recommendations in Search services | Stops Search services from using the recommendation-personalization feature | Does not delete saved history, disable personalization in other Google services, or remove saved items |
| Stop saving new searches and related activity | Turn off Web & App Activity, or Search Services History where that newer label appears | Stops the relevant account activity from being saved for future use | Does not remove records already stored unless you select the delete option |
| Remove old shopping searches | Delete entries in My Activity or Google Search history | Removes selected records, a date range, or all available activity | Does not clear browser history or every copy retained for legal or business needs |
| Reduce effects while signed out or on a shared device | Turn off Search customization and use private browsing | Limits search customization tied to the current browser or signed-out session | Does not erase ordinary browser history that was already recorded |
Turn off Personalized Recommendations in Search services
This is the switch for stopping recommendation-driven tailoring. Google says past activity can influence the products it recommends, the order in which items appear, and reminders about products. The activity may include searches and clicks on Google Search and Google Shopping, along with other activity saved to your Google Account.
Google is gradually moving accounts to newer Search services controls, so wording and placement can differ. The current route is:
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- Sign in to the Google Account whose results you want to change.
- Open Data & privacy.
- Find Personalization settings.
- Under Search services, switch off Personalized Recommendations.
- If the setting is difficult to locate, open google.com/search-personalization while signed in and follow the control shown for your account.
After the switch is off, Search services should no longer personalize recommendations through that feature. Google’s Search Help qualifies the result: your experience can still receive some tailoring from your current context and information you save. Location, language, and other immediate circumstances can therefore produce different results even when recommendation personalization is disabled.
This setting is about how Search services use information to tailor recommendations. It is not a deletion command. Existing Search Services History, Web & App Activity records, Collections, and saved items remain until you manage them separately. It also does not turn off personalization in unrelated Google services, and it does not change preferences such as language, dark mode, or the number of results shown on a page.
Stop Google from saving new shopping-related activity
To stop future account-level saving, change Activity controls after handling Personalized Recommendations. The label depends on whether your account has received Google’s newer Search services rollout.
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- Open Activity controls.
- Find Web & App Activity. On accounts with the newer interface, look for Search Services History instead.
- Switch the relevant control off.
- When Google offers the choice, select Turn off and delete activity if you want the existing records removed as part of the change. Selecting only Turn off stops new saving but leaves earlier records in place.
With Web & App Activity enabled, Google saves searches and activity from Google products and can use that information for tailored Search results and recommendations. Turning the control off prevents the covered activity from being saved going forward, but it is distinct from the recommendation switch: one governs collection, while the other governs the recommendation feature’s use of information.
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Which label should you use?
If you see both names in explanations online, that is because Google is changing the Search services settings gradually. Use the control that appears in your own account. The outcome you want is the same: disable the setting that saves Search-related activity for the signed-in account. Do not assume that an older screenshot or help article uses the same label you see today.
Delete shopping searches and product activity already saved
Disabling a control does not automatically remove the history that was collected before the change. Use My Activity or Google Search history to remove those records.
- Sign in to the Google Account that contains the activity.
- Open My Activity or the account’s Google Search history view.
- Review the timeline for product names, shopping queries, and visits or clicks associated with the items you want removed.
- Delete individual entries when you need a precise cleanup, or select a date range to remove a group of searches.
- Choose All time when you want to remove all activity covered by the available deletion control.
- Confirm the deletion prompts before leaving the page.
Google says deletion first aims to remove the activity from view and stop using it for personalization, then begins a process intended to remove it from storage. Limited retention can still occur when business or legal requirements apply, so “delete” is not a promise that every copy disappears instantly.
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Set automatic deletion
If you want old activity to expire without repeating a manual cleanup, configure auto-delete in the activity controls. Google offers three periods: 3 months, 18 months, or 36 months. Choose the shortest period that fits your need for continuity; a longer period preserves more history for features that rely on it, while a shorter period reduces how long shopping searches remain available for account-level use.
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Limit personalization while signed out or on shared devices
Account controls cover signed-in activity, but a browser can still customize searches when no Google Account is signed in. Google’s Search Help recommends changing Search customization in Search settings for this situation.
- Open Google Search settings while signed out, or on the shared browser profile you want to change.
- Locate Search customization.
- Turn the setting off and save the change if Google presents a confirmation button.
- Use a private-browsing window for searches you do not want associated with the ordinary browser session.
Private browsing limits the local session’s history, but it is not a substitute for account cleanup. If you previously searched in a normal window, those entries can remain in the browser’s history until you clear them. Clearing My Activity does not clear the browser history, and clearing browser history does not remove records already saved to a Google Account.
Why Google can still show different products after you turn personalization off
Turning off Personalized Recommendations removes one source of tailoring, not every reason that two people may see different results.
Current context still affects results
Google states that Search services can continue some tailoring based on current context and information you save. Language and location are explicit examples. A search made from one country, language setting, or device context can therefore differ from the same query elsewhere without recommendation history being involved.
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Browser history is a separate layer
A normal browser profile may retain the product searches and pages you opened. That local record can influence what the browser or a signed-out Search session displays. Clear the browser’s history separately if you are trying to remove local traces or stop another person using the same profile from seeing previous shopping activity.
Saved items and Collections remain
Personalized Recommendations does not remove Collections or other saved items. Those deliberate saves can continue to affect what you see or what is available in your account until you remove them directly.
Other Google services have their own personalization
The Search services recommendation switch does not disable personalization across every Google product. If a product’s own settings provide a separate history or personalization control, that setting must be managed in the product itself.
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A complete reset is easiest when you work from future use to past records, then handle the device that produced the searches.
- Disable Personalized Recommendations. This stops the Search services recommendation feature from using the relevant personalization pathway.
- Disable Web & App Activity or Search Services History. This prevents new covered activity from being saved to the account.
- Choose “Turn off and delete activity” when offered. This combines the stop-and-remove action for the activity covered by that prompt.
- Review My Activity. Delete individual product searches, a date range, or all available history to catch records not removed in the first prompt.
- Set auto-delete. Select 3, 18, or 36 months so future records do not remain indefinitely.
- Change Search customization for signed-out sessions. Do this on browsers used by several people or on devices where you regularly search without signing in.
- Clear ordinary browser history. Perform this on each browser profile and device where the shopping searches were made.
Common mistakes and how to correct them
Only turning off Personalized Recommendations
This stops the recommendation feature but leaves Web & App Activity or Search Services History enabled. Google can continue saving covered searches, and those records can be available for other account functions. Return to Activity controls and turn off the applicable history setting if you also want to stop future collection.
Only turning off Web & App Activity
This addresses future saving but does not necessarily switch off the recommendation-personalization feature, and it does not erase old records automatically. Check Personalized Recommendations and then remove past activity in My Activity.
Assuming deletion is immediate everywhere
Google describes a staged deletion process: records are first removed from view and stopped from personalization use, followed by storage deletion. Limited retention for business or legal reasons can apply. Allow time for the account views and recommendations to update, and do not treat a disappearing entry as proof that every backend copy vanished instantly.
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Following an old menu path
Google’s Search services controls are rolling out gradually. If an article says Web & App Activity but your account shows Search Services History, use the newer label rather than searching for a missing menu item.
Forgetting the device
Account cleanup does not clear browser history. On a shared computer, remove the local history and avoid leaving the account signed in. On a personal device, review each browser profile because private and standard windows follow different local-storage rules.
How to check that the changes took effect
- Reopen Data & privacy → Personalization settings and confirm Personalized Recommendations is off.
- Reopen Activity controls and verify that Web & App Activity or Search Services History shows the disabled state.
- Open My Activity and search the relevant date range for product queries you intended to remove.
- Check the auto-delete setting and confirm it displays 3, 18, or 36 months according to your choice.
- In a signed-out or private window, review Search settings to ensure Search customization is off when that is part of your goal.
- Check the browser history on the device itself; account activity and local history are separate records.
What this means for everyday shopping searches
If you occasionally compare products and do not mind short-term relevance, leaving recommendation personalization on can make related results and reminders more convenient. If you share devices, research sensitive purchases, or want a cleaner separation between searches and future product rankings, disable the recommendation and history controls together, delete older entries, and use private browsing for searches that should not remain in the normal browser profile.
The important distinction is scope: Personalized Recommendations controls how Search services tailor recommendations; Web & App Activity or Search Services History controls whether covered activity is saved; My Activity controls removal of past records; Search customization and private browsing address signed-out and local behavior. Treating those as separate layers gives you predictable control over what Google remembers and how product results are tailored.
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