Italy is the latest EU country to declare Google Analytics illegal

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Why we liked this article

  • More and more European countries are ruling that Google Analytics contravenes privacy legislation, under GDPR, and is technically illegal.
  •  The key issues surround the fact that Google transfers data to the U.S. and is obliged to hand it over upon request, which means the E.U. can no longer guarantee its citizens’ privacy.
  • Google is currently moving away from Google Analytics by sunsetting its Universal Analytics in favor of GA4. In a statement, they announced that privacy is one of the main drivers for the switch. Although GA4 is still not privacy-friendly, at least they acknowledge that the world is changing.
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