{"id":8698,"date":"2022-01-21T08:08:24","date_gmt":"2022-01-21T08:08:24","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=8698"},"modified":"2022-04-07T12:20:59","modified_gmt":"2022-04-07T12:20:59","slug":"google-analytics-gdpr-compliance","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/","title":{"rendered":"Is Google Analytics illegal? Here&#8217;s our take"},"content":{"rendered":"<p>The new year started with a big bang in the digital world: The Austrian Data Protection Authority (Datenschutzbeh\u00f6rde) has ruled that the use of Google Analytics is illegal &#8211; albeit only in a specific case. Even <a href=\"https:\/\/techcrunch.com\/2022\/01\/12\/austrian-dpa-schrems-ii\/\">Techcrunch<\/a> is reporting on the decision in Austria. Thus many users are skeptical: Will <a href=\"https:\/\/www.wired.com\/story\/google-analytics-europe-austria-privacy-shield\/\">other countries follow<\/a> Austria\u2019s example? Will Google Analytics ultimately be forbidden in Europe? Let\u2019s take a look at the background of the groundbreaking ruling and what you can do to act on it. One thing up front: Things are not as bad as they may seem.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/#why-is-the-use-of-google-analytics-deemed-to-be-illegal\" >Why is the use of Google Analytics deemed to be illegal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/#how-to-approach-customer-data-collection\" >How to approach customer data collection<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/#how-can-you-use-google-analytics-in-a-compliant-manner\" >How can you use Google Analytics in a compliant manner?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/#our-conclusion\" >Our conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/#find-out-more-and-get-assistance\" >Find out more and get assistance<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"why-is-the-use-of-google-analytics-deemed-to-be-illegal\"><\/span>Why is the use of Google Analytics deemed to be illegal?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the case in question, an Austrian health focused online portal collected personal identifiable information (PII) on their website without the user\u2019s prior consent and sent it to Google Analytics servers outside the EU. The PII consisted of a website- and user-specific client ID, the IP address (not anonymised) and browser parameters. As US intelligence services might access this data, that practice is unlawful and does not comply with the GDPR. The good news is that, according to our understanding, the use of Google Analytics per se is not forbidden &#8211; if implemented correctly. We will give you an overview on what to bear in mind in order to comply with the law.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-to-approach-customer-data-collection\"><\/span>How to approach customer data collection<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The news about the use of Google Analytics being illegal sent a shockwave through the industry. Both Google Analytics users as well as end users are insecure regarding the correct handling of data. We have been advising our clients to collect and handle PII confidentially and transparently for several years. The trustworthy handling of customer data eventually is the basis of a good and healthy relationship between you and your customers.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-can-you-use-google-analytics-in-a-compliant-manner\"><\/span>How can you use Google Analytics in a compliant manner?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Google Analytics itself is not the problem and therefore not illegal. It\u2019s about the correct implementation, as <a href=\"https:\/\/blog.google\/around-the-globe\/google-europe\/google-analytics-facts\/\">emphasised by Google<\/a> as well recently. Therefore, we highly recommend you following these steps in order to avoid problems with GDPR and data protection authorities:\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8871\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/google-analytics-gdpr-1-1024x263.png\" alt=\"Google Analytics compliance with GDPR\" width=\"750\" height=\"192\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/google-analytics-gdpr-1-1024x263.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/google-analytics-gdpr-1-300x77.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/google-analytics-gdpr-1-1536x394.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/google-analytics-gdpr-1-2048x525.png 2048w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Do not use Google Analytics without the user\u2019s prior consent.<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Be aware that not all consent banners are allowed! We highly recommend working with a professional partner in order to set-up a GDPR compliant consent solution.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make sure to <\/span><b>accept new Data Processing Amendments (DPAs)<\/b><span style=\"font-weight: 400;\"> in the account settings of Google Analytics. Also, transparency is key! Provide your customers a clearly defined data protection declaration (DPD) when sending data to providers outside of the EU.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Activate IP anonymisation<\/b><span style=\"font-weight: 400;\"> and make sure to never send personal identifiable information to Google Analytics, like mail addresses or phone numbers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Switch to <\/b><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/server-side-tagging\/\"><b>Server Side Tagging (SST)<\/b><\/a><b> as soon as possible!<\/b><span style=\"font-weight: 400;\"> Data can then be processed in the EU <\/span><b>before<\/b><span style=\"font-weight: 400;\"> it is sent to the US and other third countries. With SST, you have maximum control over the data that is sent to Google Analytics and other tools. For example, you can redact the IP Address within the EU.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"our-conclusion\"><\/span>Our conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">First of all: Don\u2019t panic. Rulings like the one from the Austrian Data Protection Authority do not mean that Google Analytics is going to be banned in the EU. By implementing Google Analytics in a transparent and compliant way you are on the safe side regarding this and future decisions. Keep in mind to only use Google Analytics with the user&#8217;s consent, accept Data Processing Amendments, anonymise IP addresses, and switch to Server Side Tagging.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"find-out-more-and-get-assistance\"><\/span>Find out more and get assistance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Do you want to learn more about this topic or need assistance to set-up Google Analytics in order to comply with the GDPR? We gladly conduct Google Analytics GDPR checks and can deliver important insights and advice on how to correctly implement Google Analytics. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more information on Server Side Tagging our specialists are more than happy to help.\u00a0 Simply <a href=\"https:\/\/smarter-ecommerce.com\/en\/contact\/\">leave us a message<\/a> &#8211; our Analytics &amp; Tracking team is looking forward to working together with you.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The new year started with a big bang in the digital world: The Austrian Data Protection Authority (Datenschutzbeh\u00f6rde) has ruled that the use of Google Analytics is illegal &#8211; albeit only in a specific case. Even Techcrunch is reporting on the decision in Austria. Thus many users are skeptical: Will &#8230;<\/p>\n","protected":false},"author":76,"featured_media":8877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[345],"tags":[596,465,691],"class_list":["post-8698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-data-security","tag-google-analytics","tag-server-side-tagging"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Is Google Analytics illegal? Here&#039;s what to know.<\/title>\n<meta name=\"description\" content=\"What are the consequences of the Austria Data Protection Authority&#039;s ruling of Google Analytics being illegal? Find out what to do!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/analytics\/google-analytics-gdpr-compliance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Google Analytics illegal? Here&#039;s our take\" \/>\n<meta property=\"og:description\" content=\"What are the consequences of the Austria Data Protection Authority&#039;s ruling of Google Analytics being illegal? 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