Google Analytics and GDPR: a compliance challenge for businesses

Ensuring Google Analytics is GDPR compliant is a crucial issue for businesses wishing to make the most of web data while respecting user privacy. This specialist guide provides practical answers on your obligations and the best solutions for responsible use. For a broader perspective on the tool, we recommend reading our main article on Google Analytics.

Google Analytics and GDPR: understanding the challenges and obligations

Is Google Analytics GDPR compliant?

Whether Google Analytics is GDPR compliant depends on how it is set up and used. The GA4 version offers advanced features such as IP anonymisation and the ability to limit data retention to 14 months. However, the issue of transferring data outside the European Union remains a significant concern and requires careful attention.

What are the challenges of transferring data between the European Union and the United States?

Transferring personal data to the United States via Google Analytics raises compliance issues, as US law does not offer the same level of protection as the GDPR. The CNIL highlights that identifiers collected may be accessible to US authorities, exposing businesses to legal risks. It is therefore advisable to favour solutions that minimise such transfers.

What recommendations does the CNIL make for compliant use?

The CNIL recommends:

• activating IP address anonymisation
• setting data retention periods to the absolute minimum
• disabling advertising features unless explicit consent is given
• using server-side tracking to enhance security

What data is prohibited from collection under GDPR?

The GDPR sets strict limits on the types of data that can be collected. It is forbidden to collect:

• sensitive data such as racial origin, political opinions, health information, etc.
• direct identifiers such as names, surnames, email addresses, etc.
• any information that could identify an individual, such as personal identifiers or non-anonymised data

What is the role of user consent and cookie banners?

Explicit user consent is essential before placing any non-essential cookies. Cookie banners must:

• be clear and easy to access
• make it as easy to refuse as to accept
• ensure the user's choice is properly recorded

Solutions and best practices for GDPR-compliant data management

What alternatives allow for GDPR-friendly audience measurement?

To comply with GDPR, it is recommended to use server-side tracking, which shifts data collection to the company’s own server. This approach reduces exposure to browser restrictions. The API integration of Google Analytics and Search Console within Incremys’ 360° SEO SaaS solution enables centralised data management.

How can you ensure compliance in data management?

Compliance involves:

• regularly updating consent management platforms
• systematically anonymising all collected data

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