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How is Google Analytics changing to become GDPR compliant?

You may have received an email from Google this week regarding what they are changing on the Analytics software to become GDPR compliant, but what does this actually mean?

The deadline for GDPR is 25th May 2018 and businesses are starting to make big changes, this applies to Google as well. GDPR is the new data protection law which will be enforced throughout the EU, it will change the way that every business operates and handles personal data.

What Is Changing?

Currently Analytics stores all user and event data on their servers where you have little access, from May 25th you will be able to change your account settings to manage how long your user and event data is held.

Google Analytics will now also allow you to manage the deletion of all data associated with an individual user from your Analytics properties. This tool will use identifiers like a Google Analytics cookie, a User ID or an App ID.

Google has been updating many of their product contracts, these reflect the role Google has in the process. The new GDPR terms will be added to the current contracts that are in place already.

What Does This Mean For You?

Google is making all of these changes to comply with the new regulations, and depending on your location you may have accept some new terms:

  • If you are based outside of the European Economic Area, terms are available for review and acceptance within your Google Analytics account settings.
  • For people based inside the European Economic Area, the updated processes have already been included in your accepted terms.

If you are one of our clients you will be within the EEA and therefore do not have to accept new terms, they will be automatically applied to your Account. If anything, these changes will give us more control over your Analytics accounts.

Additionally, because Google is now allowing individuals to limit the time their data is held, this may impact your business Google Analytics data. Currently the time periods people can restrict data for are still very long – 14 months is the shortest, so this shouldn’t reduce your statistics data much. If they limit this in future this may change.

If you want to find out more information about Google’s updated privacy policy, you can view it here. We would be happy to help with any questions related to GDPR or your Google accounts, we are not GDPR experts but if we can’t answer your questions we will put you in touch with someone who will.

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Tierney Crocker
Tierney Crocker is part of the Digital Marketing team at WNW Digital, involved in all aspects of digital marketing and social media. You can email her at

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