The data protection authorities of some European member states have promulgated measures and advisories advising against the use of Universal Analytics. The question arises whether using US tools is still such a good idea.
Universal Analytics banned?
From 1 July 2023, Google will stop supporting Universal Analytics (UA) and fully commit to the new version, Google Analytics 4 (GA4), full of new features.
By using both Universal Analytics, cookies are collected from website visitors. That data is processed on US servers. The processing of this user data has been judged illegal because the US is considered a country without adequate data protection.
Schrems-II
In July 2020, the European Court of Justice ruled that the data processing framework between Europe and the United States, the Privacy Shield (1.0), was insufficient. The Schrems-II ruling made it clear that the Privacy Shield could no longer be relied upon and was in breach of the GDPR.
Trans-Atlantic Data Privacy Framework in breach of GDPR
In late March 2022, the United States and Europe declared that an agreement in principle had been reached on a new treaty called the Trans-Atlantic Data Privacy Framework or Privacy Shield "2.0". The legal value of the framework has yet to be incorporated into a legislative framework.
German, Norwegian and French data protection authorities pointed out that more is needed to ensure adequate data protection.
Furthermore, there is another problem that Italian authorities then pointed out. Indeed, IP addresses are not anonymised by default. Google Analytics 4, however, offer the possibility to do so.
It is waiting for the official ratification of the Trans-Atlantic Data Privacy Framework as far as the legal framework is concerned.
Google Analytics 4
However, Google Analytics 4 remains out of the picture as the new version offers more privacy controls. So you can switch to Google Analytics 4. In doing so, privacy settings must also be set according to the GDPR.
Switching from Universal Analytics to Google Analytics 4
This blog outlines the legal framework and how we can help you switch to the new version of Google Analytics 4. Because what exactly is the difference between Universal Analytics and Google Analytics 4? You can read about that here.
From 1 July 2023, Google will stop supporting Universal Analytics (UA) and fully commit to the new version, Google Analytics 4 (GA4), full of new features. Need to have a GA4 property created by then? Then you lose all previous historical data in Universal Analytics.
From 1 January 2024, the plug will go off Universal Analytics for good. We can help you switch or implement alternatives.
Next steps?
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Implementing Google Analytics 4 according to the applicable guidelines, as you can read, taking action and setting up the Google Analytics 4 property timely and correct is essential. We can help you implement Google Analytics 4. Read in the blog which new features to expect in Google Analytics 4.
Read in the blog what novelties you can expect in Google Analytics 4.
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Does your board or organisation no longer wish to use Google Analytics? Then you can switch to a European alternative, given the GDPR. An example of this is Matomo. We also have experience with this European alternative.