Google Analytics - how to use it in compliance with the law

Google Analytics is the most successful tracking tool for websites for a reason. The Google tool has two major advantages: It provides lots of information about the performance of your own website - and it's free. But what about data protection (GDPR) and how do you as an entrepreneur use Google Analytics in compliance with the law?

Google Analytics - why?

If you want to set up a UG or GmbH online, there is no getting around a website. In order to check the success of a website, an analysis of user behavior is required:

• Where do the visitors come from (keywords entered on Google, links from other websites, etc.)?
• How long do visitors stay on the website? How high is the bounce rate?
• How often are individual subpages (e.g. with special offers) accessed?

This data can be used to constantly optimize a website. In the long term, this leads to more visitors, more customers and more sales.

Google Analytics and data protection

All relevant information for a website can be determined with Google Analytics. But: No information without data. It should be clear since the introduction of the GDPR that any data collection requires the consent of the data subject. If you don't want to miss out on the benefits of Google Analytics, you should inform yourself comprehensively about the legal requirements before installing the code.

What is important?

What are the problems when it comes to data protection and Google Analytics? In the past, data protection experts have criticized the fact that the internet giant stores IP addresses without consent - especially on servers in the USA. The comparatively strict EU data protection regulations do not apply there. Google and data protection officers have now agreed on uniform principles in order to protect the interests of the search engine, website operators and internet users in the best possible way.

The crucial four points

Legally compliant use of Google Analytics requires these four steps:

1. Conclusion of an order data processing contract. This can be done online in your personal Google Analytics account.
2. Activation of IP anonymization and offer to set an opt-out cookie.
3. Installation or updating of the existing privacy policy.
4. Offering a link to activate the Google browser plug-in.

Advice protects against warnings

The points mentioned above are fundamental. However, there are also many details to consider when using Google Analytics. Even small mistakes can lead to costly warnings. A comprehensive web check by experts protects against this risk. Comprehensive traffic information and data protection are not a contradiction in terms.

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