Google Analytics GDPR Compliance | A Step-by-Step Guide for UK Business

As you get more immersed in the world of the internet, your activities there will often lead to the presentation of personalized information tailored to your particular areas of interest. Cookies on websites acquire information about your activity while browsing the internet, making it possible for this fascinating result to occur. 

Google Analytics GDPR compliance plays an important part in the overall management of this incident. In the EU and EEA, GDPR privacy law is fundamental. It allows user preference tracking while protecting privacy. Google Analytics GDPR’s effects on businesses, benefits, and website compliance are covered in this blog.

What is Google Analytics GDPR compliance?

To grasp the idea of GDPR analytics, let’s begin by demystifying Google Analytics. 

“In essence, Google Analytics is a web analytics tool, intricately integrating with websites to unravel human behavior. Its primary function is assessing website performance and enhancing the user experience.”

This dynamic tool offers valuable insights and suggestions, aligning with the latest privacy trends to elevate overall website functionality. In simpler terms, Google Analytics monitors user interactions, bolstering SEO strategies and refining marketing approaches for websites.

Remarkably, it’s cost-free and seamlessly integrated into Google’s marketing suite. This makes it an invaluable benefit for UK online businesses seeking to understand their audience, enhance their digital footprint, and navigate the ever-evolving landscape of data privacy regulations like GDPR.

Moreover, GDPR compliance with Google Analytics is critical for every UK-based internet company. It helps maintain the website’s audience’s confidence while protecting their personal information and gaining useful insights. The recommendations will help you navigate web analytics without violating legal and ethical standards.

How does it work for websites?

Google Analytics operates differently on a website compared to a user’s perspective. Achieving GDPR-compliant tracking involves utilizing a JavaScript tag embedded within the website’s source code. Upon registering your website with Google, specific Google cookies are integrated into the code. 

For UK online businesses, essential tracking cookies like _ga, _gid, _gat, and _gac_property-id> should be incorporated. These g-tags meticulously log data and offer suggestions for enhancing compliance through user experiences. Google Analytics GDPR compliance ensures your website adheres to regulations while staying current. 

This involves assessing your website’s alignment with GDPR guidelines. Google Analytics then analyses user interactions, providing insights into popular sections and areas that require enhancement. This proactive approach allows businesses to refine their strategies, cater to user preferences, and amplify their online presence.

Effects of Google Analytics GDPR Compliance

Effects of GDPR on Google Analytics and data processing for UK businesses

UK e-commerce sites using Google Analytics or any other data processing tool will need to comply with the GDPR. It means that, depending on the user’s choice, data should maintain transparency and accountability. Maintaining consumer trust and loyalty in today’s data-driven world requires a company to demonstrate GDPR compliance.

Improved Data ProtectionAs per the new GDPR updates, it has no leverage for UK online businesses over the collection, storage, and processing of users’ personal data. Google Analytics is affected by UK companies need to seek express user permission before utilizing cookies and tracking technology.
Transparency of Data and User PrivacyUsers are explicitly the sole owners of their own data. They have the authority to change or rectify their information based on how businesses use it for Google Analytics.
Reducing DataBusinesses must restrict Google Analytics data gathering to useful insights. Define and follow data retention periods to reduce needless storage.
Transmission of Data OverseasData processing linked to the EEA states must comply with the GDPR guidelines. Non-EEA Google Analytics data transfers must fulfil sufficiency or protection standards.
Management of SuppliersCompanies in the UK that use Google Analytics fall into one of two categories: data controllers or data processors. Data Processing Agreements (DPAs) should be in place with Google to define roles and obligations and guarantee legal observance. 
Effect on Advertising MethodsUK online firms must reconsider Google Analytics-based personalized advertisements depending on user permission and privacy choices.

The consequences of not using GDPR-compliant Google Analytics

GDPR compliance analytics tools are essential for maintaining the check and balance of UK businesses’ ability to handle customer data effectively. Failure to comply with the GDPR and Google Analytics will result in the deployment of UK websites. Several consequences might occur when a website is on the brink of falling apart. Some of them are:

  • Consequences of the law
  • Loss of trust from the customer
  • Infractions of users’ rights
  • Data insights are quite limited
  • Losing marketing chances
  • Lost competitive advantage
  • Global implications
consequences of not using GDPR compliant Google Analytics

How to make Google Analytics GDPR complaint?

We discussed the importance of enabling GDPR tracking for website growth in the early sections. Ensuring compliance with the General Data Protection Regulation (GDPR) is of utmost importance when using Google Analytics since it is difficult to uphold trust and legal obligations.

Keeping this scenario in mind, we’ve combined a series of steps that are effective for the website to stay compliant. These steps suit every UK online business to follow and maintain its security for the localities.

1. Update privacy policy

Revise your privacy policy to outline transparent data collection, usage, and sharing practices. Clearly state the usage of Google Analytics alternative GDPR tools, the data collected, and how users can exercise their rights. This will ensure that the website has translucency and proficiency and follows the GDPR regulations to provide better services.

2. Accepting Google Terms

For Google Analytics GDPR to work on a website, it is mandatory for every online UK business to agree to Google’s terms and conditions. This step signifies the website owner’s commitment to using the platform in a GDPR-compliant manner.

3. Check for Personally Identifiable Data

Examine your website carefully for any possible places where users’ personal information is collected. Ensure that the tracking code for Google Analytics does not gather any personally identifying information about users unless they provide their permission.

4. Anonymize the website’s IP addresses:

To prevent identification of the user’s tracking while visiting your website, toggle on the suggestion of IP address anonymization. So, during GDPR tracking, it will reduce the chance of tracking the users when the last digits of IP addresses are changed.

5. Use Cookie Consent Banner

Website owners should use a decent cookie management solution to protect user privacy and build trust. Install a GDPR-compliant cookie consent banner that informs users about your website’s cookies and tracking technology. Allow users to accept or reject cookies based on their preferences. 

Benefits of Google Analytics GDPR compliance

GDPR compliance while using Google Analytics protects user data and provides several benefits. The advantages of Google Analytics GDPR compliance are significant:

  • GDPR compliance shows your commitment to data security.
  • Complying with GDPR analytics saves the website from exposure and heavy penalties.
  • Businesses may make better judgements with GDPR compliant management
  • GDPR-compliant tracking opens the path to a user-friendly experience for UK businesses and the public.
  • Data accuracy and GDPR compliance enable customized marketing.
  • Compliance shows the website’s commitment to privacy, attracting foreign customers.

How do Seers help maintain website compliance?

Google Analytics GDPR compliance is difficult, but Seers make it easier. Seers, a GDPR compliance specialist, helps UK internet companies. Their extensive training prepares your company to comply with GDPR’s tough data laws. 

This compliance training educates your personnel on data protection, user rights, and legal data processing. Seers’ cookie consent banner solutions are crucial to your compliance plan. These GDPR-compliant banners allow your website to capture user data while respecting privacy choices. 

Your online platform is clear and user-friendly, meeting regulatory standards. Their solutions bolster your efforts and guarantee a digital presence centered around user needs and in full compliance with the law.

GDPR Principles


The GDPR privacy rule allows EU and EEA enterprises to monitor customer preferences while protecting their privacy. This article has illuminated Google Analytics GDPR consequences for organisations, its advantages, and a methodical strategy for website compliance. Not adopting Google Analytics GDPR compliance has repercussions.

A comprehensive strategy is needed for GDPR compliance. GDPR compliance expert Seers provides guidance. Their extensive training helps organizations comply with GDPR data rules. Their cookie consent banner methods let websites gather data while protecting user privacy. This alliance creates a user-friendly, lawful digital world.