Google Analytics and the GDPR: a complicated transatlantic relationship

It is said that what cannot be measured cannot be improved. Naturally, this also applies to websites, and it is widely known that Google Analytics is the most commonly used analytics platform. It is likely that your website also uses this platform. However, as many data protection regulators rule out that the use of Google Analytics does not comply with the GDPR, there are growing concerns about its use.

WALLESS Associate Partner Guoda Šileikytė provides advice on how to avoid unwanted consequences when measuring website performance:

• Use a proxy server when using Google Analytics. Such server must be located within the EU or another territory which ensures adequate data protection.
• Ensure that the data pseudonymization measures used are effective, meaning that the data subject cannot be easily identified.
• Consider choosing other web analysis tools based in the EU. It will help to avoid the need for additional data protection safeguards.

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