Important updates on Google Analytics Data Retention and the General Data Protection Regulation (GDPR)

Google released an important update regarding Google Analytics Data Retention and the General Data Protection Regulation (GDPR). For those not familiar with GDPR, it can be confusing. Don’t worry, we are here to help.

Here’s a copy of the notification that Google sent to its Google Analytics customers:


Contract changes

Google has been rolling out updates to our contractual terms for many products since last August, reflecting Google’s status as either data processor or data controller under the new law (see full classification of our Ads products). The new GDPR terms will supplement your current contract with Google and will come into force on May 25, 2018. In both Google Analytics and Analytics 360, Google operates as a processor of personal data that is handled in the service.

  • For Google Analytics clients based outside the EEA and all Analytics 360 customers, updated data processing terms are available for your review/acceptance in your accounts (Admin ➝ Account Settings).
  • For Google Analytics clients based in the EEA, updated data processing terms have already been included in your terms.
  • If you don’t contract with Google for your use of our measurement products, you should seek advice from the parties with whom you contract.

Action: Even if you are not based in the EEA, please consider together with your legal department or advisors, whether your business will be in scope of the GDPR when using Google Analytics and Analytics 360 and review/accept the updated data processing terms as well as define your path for compliance with the EU User Consent Policy.


As a next step to the above provided information from Google, Southern Web recommends that you access your Google Analytics account and review the new data processing amendment with your legal counsel. Southern Web does not have the have legal authority to bind your organization to these Data Processing Terms, so please consult with your counsel.

To review the amendment, access your Google Analytics account, navigate to the Admin area. Under the “Account Settings” section, you will find a call-to-action labeled “Review Amendment.” Click on the “Review Amendment” link to review the agreement.

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