What is Google Analytics?
Google Analytics a free web analytics service provided by Google that tracks and reports on all traffic that passes through your website or app. It also integrates with AdWords, allowing you to review the performance of your online ad campaigns by tracking site visits, conversion rates, and other key metrics.
You can use Google Analytics with AdWords to refine and adjust your keywords and ads to improve ROI and make better use of your marketing budget.
Google Analytics and Privacy Laws
Google Analytics uses a technical tool called cookies to collect information about your website visitors, app users and their online behaviors.
Google Analytics Terms of Service
Specifically, Google requires any business using Analytics to disclose use of the service and explain how user data is gathered and stored.
Indeed informs users that Google Analytics is in use in order to "improve the functionality of your site."
This not only presents the company as transparent, but it also tells users that the collected information is used to enhance and improve their browsing experience. How collected information is used is an important component of many privacy laws.
In the example below, Audi UK places a cookies notice in a pop-up header banner on its website.
Create your Cookie Consent
Google Analytics Advertising Tools
One popular feature of Google Analytics is its advertising tools. These tools enable businesses to use data gleaned from cookies for advertising purposes. Remarketing, also called retargeting, is a popular function that Google Analytics provides.
Google Analytics has grouped tools such as Remarketing, Google Analytics Demographics, Google Display Network Impression Reporting, and Interest Reporting under the umbrella of Advertising Features.
1. Which Google Analytics advertising features have you implemented on your site or app?
Create a list of every advertising feature you use on your app or site, including links to more information about each feature.
Here's how Audi MediaCenter tells its clients it uses Google Analytics remarketing service:
2. Disclose that you and your third-party vendors use both first and third party cookies (including Google advertising cookies).
3. Explain how visitors can choose to opt out of the Google Analytics' advertising features you are using on your site or app.
You must provide users with an easy-to-use option that enables them to opt-out of any Google Analytics features that your site or app uses. An easy way of doing this is to offer a link to the Google Analytics opt-out tool.
Indeed provides a link to Google's opt-out browser add-on.
Google Analytics Remarketing
You must inform your users that cookies will be used to track visitors to your app or site and to show your ads to those users when they visit other sites.
The precise language that you should use to disclose your use of Google Analytics is not provided by Google. However, your emphasis should be on clarity, conciseness, and on providing relevant information to your users.
The following points should be included:
- Tell your users that remarketing metrics are used on your site or app, and that this will present your products or website across other sites that they may visit.
- Inform your users that Google and other third parties will present your ads on sites that your users visit subsequently.
- Tell users that your ads will be presented on other sites because they have previously visited your site.
- Clearly inform your users that they can choose to opt out of remarketing via the Google Ad Settings page. Providing users with a convenient link to this page is recommended.
In the following example, Etermax covers all 4 of those things in a clear and concise clause.
Users are also given information on how they can opt out of cookie placement via the Network Advertising Initiative Opt-out page.
- Answer a few questions about your business:
- Add your website or app information:
- Answer a few questions about what information you collect from your users:
- Select options for how your users can contact you: