Google Analytics is illegal? All that you need to know

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Management Paradise Admin
The French, Austrian, Danish, and Italian Data Protection Authorities have stated that the technical compliance measures provided by Google Analytics 3 (also known as Universal Analytics) are insufficient.

The main issue is that user data is transferred to the United States, a country without an adequate level of protection.

While we wait for future developments, if you're using Google Analytics 3, we suggest to:

  • consider switching to an alternative analytics tool that does not involve data transfer outside the EU
OR

  • move over to Google Analytics 4 and implement additional measures using the available settings
 

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Management Paradise Admin
  • Google Analytics 4 is Google's answer to the ongoing privacy challenges in Europe
  • Google Analytics 4 handles IP addresses in a different way
  • Google Analytics 4 offers additional privacy-related options and settings
  • Currently, there's no way to know for sure whether the authorities will consider the use of Google Analytics 4 sufficient
  • Moving away from Google Analytics - and any US-based provider - is the only option that can be considered safe (but it may be difficult for some to achieve)
While Google Analytics 4 cannot guarantee compliance, it's a step forward and a better alternative to the previous version
 
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