What Does the ePrivacy Regulation Mean for Your Google Analytics?

Introduction

• Google Analytics is widely used by optimizers and marketers.
• GDPR initiated scrutiny of Google Analytics data usage.
• The ePrivacy Regulation introduces new consent requirements for analytics tools using cookies.

ePrivacy Regulation Overview

• Aims to change how cookie consent is managed.
• Focuses on gaining user consent for cookie installation.
• Relevant for tools like Google Analytics that track and store data via cookies.

Implications for Google Analytics

Non-Intrusive Use

• If Google Analytics is used purely for analytical purposes, explicit consent may not be needed.
• European Commission proposal allows cookie consent exemption for non-privacy intrusive cookies.
• Requirements for exemption:
  • Data anonymization ensuring non-identifiable personal data.
  • No data sharing with Google Analytics servers or third-party providers.
  • Transparent cookie policy and opt-out option available for users.

Advanced Implementations

• More complex configurations may need explicit consent.
• This includes using features like user ID for cross-device tracking or advertising features.
• If data is processed or shared in a way that can identify users, explicit consent is required.

ePrivacy Regulation and Browsers

• Regulation encourages privacy by design in web browsers.
• Browsers should offer users options to manage cookie settings (e.g., reject third-party cookies).
• Impact on data collection if users opt for stricter cookie settings.
• Updates like Apple's ITP could impact cookie duration and data accuracy.

Conclusion

• Configuration of Google Analytics affects consent requirements.
• Even without needing consent, a clear cookie policy is essential.
• Convert supports privacy-first initiatives and compliance with GDPR and upcoming regulations.
• Solutions like Convert's A/B testing respect user privacy by default.