I am among those who have had a somewhat laissez faire attitude towards the amount of personal data that Google and the other 'FAANG' companies (Facebook, Apple, Amazon, Netflix and Google) collect about us so I've never bothered to find out precisely what Google does collect.
Having now done a full 60 seconds of research, via Google obviously, the list of data points is even more extensive than I imagined it would be and people say that they're "not bothered" about installing a listening device (e.g. Amazon Echo, Google Home Hub) in their homes.
Here is a complete checklist of everything Google knows about you—thereby all the ways you’re tracked—as of December 2018: • Your age • Your income • Your gender • Your parental status • Your relationship status • Your browsing history (long-term and short-term) • Your device (phone, tablet, desktop, TV) • Your physical location • The age of your child (toddler, infant, etc.) • How well you did in high school • The degree you hold • The time (of day) of your Google usage • The language you speak • Whether you’ve just had a major life event • Your home ownership status • Your mobile network provider • The exact words you enter into Google search • The context and topics of the websites you visit • The products you buy • The products you have almost bought • Your Wi-Fi type • Your proximity to a cell tower • Your app installation history • The amount of time you spend on certain apps • Your operating system • The contents of your email • The time you spend on certain websites • Whether you’re moving home • Whether you’re moving physically (e.g. walking or on a train) * The above targeting methods are made available to search engine marketers by Google within marketers’ Ads UI. Info is also freely available here. For as long as you’ve been using Google, Google has been building a 'citizen profile' on you. This profile contains: • Your voice search history • Every Google search you’ve ever made • Every ad you’ve ever seen or clicked on • Every place you’ve been in the last year • Every image you’ve ever saved • Every email you’ve ever sent