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Google Analytics 4 and GDPR Compliance
Google Analytics is neutral regarding GDPR compliance, leaving the responsibility to users to implement it in accordance with data privacy laws.
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GA4 Usage and Data Processing
GA4 tracks website visitor interactions, processing personally identifiable information (PII) and falls under GDPR scrutiny.
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Integration with Other Google Products
GA4 can be used alongside other Google products like Ads for advertising and remarketing based on user interactions.
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Privacy Features in GA4
GA4 introduces privacy features such as IP anonymization, data collection restrictions, shorter retention periods, and data erasure capabilities.
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User Consent Requirement
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User consent is required for GA4 usage as per Google’s processing terms, collecting personal data protected by GDPR.
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Data Transfers to the US
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GA processes personal data in the US, subject to US laws like FISA 702 and the CLOUD Act, which obligated data transfers to US enforcement bodies.
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Recent Adequacy Decision
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Adequacy decisions for EU-US data transfers have made the US a legally suitable country for processing data, resolving previous legal concerns.
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GDPR Fines Related to Data Transfers
Fines imposed by data protection authorities highlighted unlawful data transfers via Google Analytics, emphasizing the need for compliance.
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GA4’s IP Address Handling
GA4 and Universal Analytics can hide IP addresses, minimizing processed personal data; however, other identifiers are still used.
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Cookie Consent for Analytics
Even with IP addresses hidden, GA4 processes personal data, requiring a cookie banner for user consent, especially in Europe.
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Data Transfer Statements from Google
Google hasn’t provided clarity on data transfers to the United States, making it a crucial consideration for GDPR compliance.
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User Responsibility in GA Usage
Users bear the responsibility to ensure GDPR-compliant usage of Google Analytics, aligning with consent and data handling regulations.
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Making GA4 GDPR-Compliant
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GDPR compliance with GA4 involves obtaining explicit consent for data collection, transfers, sharing, and retention.
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Requirements for Consent
Informed, specific, unambiguous, and freely given consent is essential for GDPR-compliant GA4 usage, requiring user acknowledgment within privacy policies.
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GA in Consent Mode
Google’s consent mode is available but might not significantly contribute to GDPR compliance, warranting additional measures.
