Google Analytics 4 features increased privacy protections

16/03/2022 | Google

Google has announced plans to update Google Analytics to address user privacy and regulatory compliance requirements. Google has said it will phase out the existing Universal Analytics by July 2023 in favour of Google Analytics 4, which adapts built-in privacy features to data collection from the web and applications. The upgrade also reduces the ability to log and store IP address information. The timely update comes on the back of enforcement decisions by EU DPAs, including AustriaFrance, and others, who ruled the use of Google Analytics violates the EU General Data Protection Regulation. Google Analytics 4 is available for installation

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