Google Analytics vs. Adobe Analytics

After various rulings regarding Google Analytics, many European companies are asking themselves how they can collect behavioral data from their website users in a privacy-compliant manner. This is the only way they can be competitive and improve their products.

Data protection rulings in Europe

In Austria, France, Denmark and Italy, it was concluded that Google Analytics is not GDPR-compliant. For this reason, there were corresponding data protection rulings in the three countries. The result: Google Analytics may no longer be used on websites without further ado. In the Netherlands, too, the court warned at the beginning of 2022 that Google Analytics could soon be illegal here as well.

View of the companies

For companies that want to use website data to optimize user experience and campaigns, one thing above all is important: having an analytics solution in place that won't suddenly be banned. This is the reason why many European companies are currently looking for alternative solutions that are GDPR-compliant and are likely to remain so.

Will Google Analytics 4 (GA) not be GDPR compliant?

The definition of personal information does not change with Google Analytics 4. After all, while some privacy-related features have been built into GA4. These include:

•  the processing of all data from end devices within the EU on servers in the EU

• the deactivation of collected data for Google Signals

• the deletion of all IP addresses collected from users in the EU before they are recorded via EU domains and servers.

This is definitely a move in the right direction. However, it is unclear whether this is sufficient and whether the respective bans can be lifted in this way.