Google Launches New Analytics Tool to Address EU Concerns

Google has announced the launch of Google Analytics 4. This is an analytics solution which aims to address recent developments in the EU regarding the use of analytics cookies and data transfers.

Analytics Concerns

In 2020, data protection concerns were raised regarding Google Analytics. Since the Schrems II decision by the EU Court of Justice there is no longer any legal basis to justify personal data transfer to the USA associated with Google Analytics.

Universal Analytics, the previous generation of Analytics, will stop processing new hits on July 1, 2023. Universal 360 Analytics 360 will stop processing new hits on October 1, 2023. Users will be able to access their previously processed data in Universal Analytics for at least six months after these dates.

Google Analytics 4

The new version of Analytics is Google’s solution for addressing the issues raised in the Schrems II decision. It also aims to provide a better experience for their users and help businesses meet evolving needs and user expectations.

Some key new aspects to the new version include:

  • New country-level privacy controls
  • Operates across platforms
  • Does not store IP addresses
  • Gives a complete view of the user lifecycle with an event-based measurement model
  • New sub and roll-up properties that allow users to customize the structure of their Google Analytics 4 properties to meet data governance needs

See more about Google and privacy news.

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