Following various rulings regarding Google Analytics, many European companies are asking themselves how they can collect behavioural data from their website users in compliance with data protection regulations. This is the only way they can be competitive and improve their products.
Data protection judgements in Europe
In Austria, France, Denmark and Italy, it was concluded that Google Analytics is not GDPR-compliant. For this reason, corresponding data protection judgements were issued in the three countries. The result: Google Analytics may no longer be used on websites without further ado. The courts in the Netherlands also issued a warning at the beginning of 2022 that Google Analytics could soon be illegal here too.
View of the companies
For companies that want to use website data to optimise user experience and campaigns, one thing is particularly important: having an analytics solution in place that is not suddenly banned. This is the reason why many European companies are currently looking for alternative solutions that are GDPR-compliant and are likely to remain so.
Will Google Analytics 4 (GA) not be GDPR-compliant?
The definition of personal information does not change with Google Analytics 4. Nevertheless, some data protection-relevant functions have been incorporated into GA4. These include, among other things
the processing of all data from end devices within the EU on servers in the EU
the deactivation of collected data for Google signals
the deletion of all IP addresses collected from users in the EU before they are recorded via EU domains and servers
This is definitely a step in the right direction. However, it is unclear whether this is sufficient and whether the respective bans can be lifted in this way.
Adobe Analytics (Enterprise Alternative)
However, for large companies that see their in-built tracking solutions at risk, Adobe Analytics offers a very good alternative.
In addition to servers hosted in the EU, Adobe offers several advantages, especially with regard to data protection:
Conclusion of a Data Processing Agreement (DPA), which fulfils the requirements of the GDPR
The integration of additional processors is regulated by Adobe, including Transfer Impact Assessments (TIA)
Every request received by Adobe is carefully checked and processed by the Adobe Trust & Safety Team
Data processing takes place in accordance with the data protection principles
Lawfulness, Fairness, Transparency
purpose limitation
data minimisation
Accuracy, integrity and confidentiality
Storage limitation
Accountability
In addition to state-of-the-art analytics, Adobe Analytics therefore also offers a data protection model that is equipped for the future. And given the uncertain future of Google Analytics, now is the best time to make the switch.
Further information on data protection at Adobe can be found at https://www.adobe.com/privacy.html
Do you have questions about switching to Adobe Analytics?
Then feel free to contact us!
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Janic Wyslich
