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Module 4 - Spr 1 25 - (What Does ePrivacy Regulation Mean for Your Google Anallytics?) ePrivacy Regulation and Google Analytics Impact

Jan 31, 2025

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.