Google Analytics Data Retention & Privacy (GDPR) Announcement – What You Need to Know

by Marketing Team,
Thursday, May 3, 2018

Over the past year, Google Analytics has shared how they are preparing to meet the requirements of the General Data Protection Regulation (GDPR) that will be enforced starting on May 25th. More recently, Google Analytics sent out an email outlining their data retention settings, consent policy updates, and contract changes.

If you have a Google Analytics account, it may have been affected by these changes because, while GDPR is a regulation of the European Union (EU), it’s extraterritorial nature means that both European and non-European businesses using online advertising and measurement will be affected. As certified Google Analytics advisors to brands worldwide, we have long taken data privacy and collection seriously and want to ensure that you understand how these changes can affect your business.

 

Did You Know…

With this announcement, Google Analytics changed the way that its platform operates in a couple of significant ways including:

Default Retention Setting: Users must indicate a preferred setting for data retention or it will be set to 26 months by default – erasing any and all data collected before.

Google Data Processing Amendment: The Google Ads Data Processing Terms will supersede and replace the existing Analytics Data Processing Amendment. For more information on how you can accept the new Data Processing Amendment, please click here.

Updated EU User Consent Policy: This policy applies to the use of any Google products and services on your sites and apps, including services such as Google Maps API and Youtube API.

While these adjustments may seem small, even trivial, on the surface, it is important to note that critical aspects of your Google Analytics reporting could be affected. If you’re not sure how these changes will affect your specific setup, now is the time to guarantee that your instance will not be negatively impacted.

 

Want Even More Google Analytics Information?

As a Google Analytics Certified Partner and Reseller since 2005, our team can answer whatever questions you might have about Google Analytics, from implementation to optimization. Want more information? Check out our Quick Reference Guide & Checklist on the recently announced integration between Google Analytics and Salesforce (A huge development for marketers using both platforms) or a recent podcast by our CEO – North America, Bill Bruno that looked at the newest GDPR-related features from Google Analytics in more depth.

If you have a different Google Analytics related question, put our team to the test by reaching out to us at info.US@Ebiquity.com.