Important updates on Google Analytics Data Retention and the General Data Protection Regulation (GDPR)
-
Hi Everyone,
I'm sure many of you received the email from Google over the past few days with the subject line: [Action Required] Important updates on Google Analytics Data Retention and the General Data Protection Regulation (GDPR).
I hope I'm not alone in not knowing what exactly this whole notification was in regards to. I realize it's for Data but are we no longer able to pull stats from the past? If anyone has a "dumbed down" explanation for what this update entails, I would be very interested - I don't want to miss out on any important updates and info, but I'm just not grasping this content. Below is the full email in its entirety for those who are interested as well:
Dear Google Analytics Administrator,
Over the past year we've shared how we are preparing to meet the requirements of the GDPR, the new data protection law coming into force on May 25, 2018. Today we are sharing more about important product changes that may impact your Google Analytics data, and other updates in preparation for the GDPR. This e-mail requires your attention and action even if your users are not based in the European Economic Area (EEA).
Product Updates
Today we introduced granular data retention controls that allow you to manage how long your user and event data is held on our servers. Starting May 25, 2018, user and event data will be retained according to these settings; Google Analytics will automatically delete user and event data that is older than the retention period you select. Note that these settings will not affect reports based on aggregated data.
Action: Please review these data retention settings and modify as needed.
Before May 25, we will also introduce a new user deletion tool that allows you to manage the deletion of all data associated with an individual user (e.g. site visitor) from your Google Analytics and/or Analytics 360 properties. This new automated tool will work based on any of the common identifiers sent to Analytics Client ID (i.e. standard Google Analytics first party cookie), User ID (if enabled), or App Instance ID (if using Google Analytics for Firebase). Details will be available on our Developers site shortly.
As always, we remain committed to providing ways to safeguard your data. Google Analytics and Analytics 360 will continue to offer a number of other features and policies around data collection, use, and retention to assist you in safeguarding your data. For example, features for customizable cookie settings, privacy controls, data sharing settings, data deletion on account termination, and IP anonymization may prove useful as you evaluate the impact of the GDPR for your company’s unique situation and Analytics implementation.
Contract And User Consent Related Updates
Contract changes
Google has been rolling out updates to our contractual terms for many products since last August, reflecting Google’s status as either data processor or data controller under the new law (see full classification of our Ads products). The new GDPR terms will supplement your current contract with Google and will come into force on May 25, 2018.
In both Google Analytics and Analytics 360, Google operates as a processor of personal data that is handled in the service.
• For Google Analytics clients based outside the EEA and all Analytics 360 customers, updated data processing terms are available for your review/acceptance in your accounts (Admin ➝ Account Settings).
• For Google Analytics clients based in the EEA, updated data processing terms have already been included in your terms.
• If you don’t contract with Google for your use of our measurement products, you should seek advice from the parties with whom you contract.
Updated EU User Consent Policy
Per our advertising features policy, both Google Analytics and Analytics 360 customers using advertising features must comply with Google’s EU User Consent Policy. Google's EU User Consent Policy is being updated to reflect new legal requirements of the GDPR. It sets out your responsibilities for making disclosures to, and obtaining consent from, end users of your sites and apps in the EEA.
Action: Even if you are not based in the EEA, please consider together with your legal department or advisors, whether your business will be in scope of the GDPR when using Google Analytics and Analytics 360 and review/accept the updated data processing terms as well as define your path for compliance with the EU User Consent Policy.
Find Out More
You can refer to privacy.google.com/businesses to learn more about Google’s data privacy policies and approach, as well as view our data processing terms.
We will continue to share further information on our plans in the coming weeks and will update relevant developer and help center documentation where necessary.
Thanks,
The Google Analytics Team -
hahahaha
-
Ok so as someone who grew up in N. WI, I gotta know - when you made the ice cream analogy, were you picturing more Dan's Minocqua Fudge, or rather a different frozen treat / ala Gille's or Kopp's?
I ask the important questions.
-
Hey guys, we're going through this at my agency and I can break down a couple of things.
1. There is a data retention setting in Google Analytics. On May 25th (this Friday) that's going to change from indefinite to 26 months by default. This will affect past data and reports as outlined by Google. You should expect that data to go away if you do not change those settings.
2. Answering questions regarding GDPR or providing advice on the topic to clients is tantamount to providing legal advice, which we cannot do. For us, we are consulting with our lawyers, and recommending that our clients seek legal advice as well. We are opting not to change any settings or accept any addendums or agreements without consulting a lawyer first or without specific direction from the client to make a change on the client's behalf. Accepting new terms or policies without first consulting the client essentially means you're liable if they make a mistake, because you accepted it, not them.
3. Yes, the European legislation is affecting everyone, some more directly than others. Even if your only client is an ice cream shop in Wisconsin, it still affects you because big players like Google are pushing the legal burden of compliance off of themselves and onto their users. For example, Google gives out some warnings, puts up some banners, and changes their default settings and now they're compliant, but they make some compliance issues opt-in, opt-out for their end user. And Google won't give much advice on this because it's tantamount to providing legal advice.
Hope that helps. It's not a fun topic.
-
This is by far the best layman terms breakdown that I've read on the new GDPR and what it means for both EU and non-EU websites. Wanted to share to see what you all thought: https://www.socialmediaexaminer.com/how-gdpr-impacts-marketers/
-
I found https://www.sidley.com/-/media/publications/cslp-september-2016-1516.pdf helpful.
Essentially, unless you have a specific reason/need to store this personal information (aggregate data isn't affected), you need to minimize your personal data retention period.
-
Does anyone have an updated recommendation of what is the proper setting? In my research some say to keep it minimal to minimize risk. Others have said to not let it expire.
What is the recommendation? Any additional thoughts here?
-
Thumbs up to this question. Most articles I've read simply quote the same thing that's stated on the Google support page.
I did log into my accounts and saw that there is a "Do not automatically expire" option, so is this option going away after May 25th? If not, my assumption is that this is an update to give account owners a way to manage how long user data is stored in order to meet/resolve potential data compliance issues.
It also notes that this update will not affect aggregate reporting, so I'm wondering how this will affect things going forward.
-
"we are being asked to go in and choose a setting for the retention period from the following: 14 Months, 26 Months, 38 Months, 50 Months, and 'Do not automatically expire'"
Is this one size fits all or company specific. Do you need to select the one that makes the company in question compliant, or do we just need to pick one?
-
I've been thinking exactly the same thing all day. What does this mean in practical terms.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Does Google Analytics track conversions in real time?
Looking at the section: Conversions > Goals > Overview - does Google Analytics provide real time / same day metrics for this conversion data or does it take 24 hrs?
Reporting & Analytics | | Rich_Coffman0 -
Determining Exact Reverse Path in Google Analytics
Within Google Analytics does anyone have suggestions for how to determine the exact reverse path for a product purchased? The goal funnel does not provide in a detailed way, especially if a step is taken out of the exact funnel provided. If this information cannot be obtained through Analytics is there another tool we can use to get the exact path?
Reporting & Analytics | | bozzie3110 -
Google Making all searches secure - "Not provided" data to increase in Analytics
A lot of you might already be aware of the recent Google change at encrypting all search activity except for clicks on ads. Rand did a whiteboard session on this recently. How is everyone planning to adjust their research data to accommodate for this change?
Reporting & Analytics | | SEO5Team0 -
Google Analytics - Tracking a Goal from 1 Domain to Another
Hi there, been combing this page for some answers - https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite but can't seem to figure it out. Scenario - Site A Site B Currently have 2 different GA accounts set up on each. Is it possible to Track a Goal that happens on Site B, that comes from Site A - In Site A Reports? So say, Site A has a Newsletter, directing them to Site A but promoting Site B - i'd like to track the effectiveness of the newsletter. Site A is running a white label of Site B service. Thoughts? Cheers
Reporting & Analytics | | IsHot0 -
Google Analytics data - Canonical problems?
Hi everyone, We're trying to determine why Google Analytics is showing multiple versions of the same page as having "landing page traffic". For instance, these 2 pages are both shown as landing pages in GA: www.oursite.com/product_page
Reporting & Analytics | | darkgreenguy
www.oursite.com/product_page/ This occurs many times in Google analytics. Also, there are instances such as these: www.oursite.com/index.php/custom_product_url www.oursite.com/custom_product_url I can't find anything in Google Webmaster tools that would indicate a problem. However, this GA data is making me think there are duplicate content issues on the site... Thanks in advance for any help...0 -
Set up Google Analytics by product category
Does anyone know if it's possible to set up Google Analytics data by product category? We sell roughly twenty product categories on our ecommerce site. We can look at our analytics performance for the site overall and drill down to specific pages, but what we really want to see is our performance by product category. Our product categories can include up to 5000 products. Any pointers on how to do this?
Reporting & Analytics | | ironpac0 -
Tracking PDF Downloads in Google Analytics
Hi, I work on a site that allows users to download whitepapers after filling out a form. Once they do this they are redirected to a URL which is the PDF. We use Wordpress and these documents were uploaded to the media center. I've tried researching how to track these downloads in GA, since the code is not present on these pages, but have read a few different answers. Anyone have firsthand experience? Thanks!
Reporting & Analytics | | tinarose0 -
Tracking Required Form Fields in Google Analytics
I tried searching for this elsewhere but am having a hard time finding a good answer. Is it possible to track the effect of required form fields on conversions in Google Analytics? In other words, how do I track whether or not more/less people fill out a form if I make "Last Name" a required field? Thanks 🙂
Reporting & Analytics | | kylesuss0