GDPR Q30
Can I still use Google Analytics?
Q30. Can I still use Google Analytics?
Category: Analytics
Google Analytics can be used under UK GDPR, but you must assess the risks, especially around international transfers and tracking.
In simple terms
- Obtain consent for analytics cookies before they load.
- Review Google’s data processing terms and international transfer safeguards.
- Consider data minimisation and anonymisation features.
Lawful basis and transparency
Use a cookie consent mechanism that blocks analytics until visitors opt in, and explain analytics in your privacy and cookie notices.
- Provide easy options to accept or reject analytics.
- Describe what data is collected, such as IP addresses and device IDs.
- Offer instructions on how users can change their preferences later.
International transfers and safeguards
Google may process data outside the UK. Use Standard Contractual Clauses and supplementary measures like IP anonymisation and server-side tagging.
- Enable IP anonymisation and reduce data retention periods.
- Disable unnecessary data sharing with other Google products.
- Keep records of your transfer risk assessment.
Practical steps to take
- Implement a consent management platform that controls analytics scripts.
- Review Google’s settings to minimise personal data collection.
- Sign Google’s data processing terms and document SCCs.
- Update privacy notices to include analytics details.
- Assess alternative tools if risk remains high.
Real-life examples
Consent-first analytics
A retailer uses a consent banner that blocks Google Analytics until visitors opt in and provides a dashboard for changing choices.
Server-side tracking
A publisher adopts server-side tagging to limit personal data sent to Google and stores logs in the UK.
Helpful reminders
- Monitor legal developments about US data transfers.
- Review your analytics configuration at least annually.
- Delete data when retention periods expire.
Key takeaway
Google Analytics requires informed consent, careful configuration, and documented safeguards—plan accordingly.
Article references
Further reading
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