Most people want a say in who has access to their personal data and what happens to it. The need for Privacy Policies stems from an attempt to respect an individual’s privacy while allowing organizations to track and monitor everything from website traffic to engagement levels. Privacy Policies work more towards the benefit of big business as in reality, online users cannot access the goods and services they need online without consenting to the rules created by businesses.
Google Analytics is a tracking tool. It’s free to use and it’s ideal for businesses who want to know more about:
Who visits their website
How their website is used
What’s popular on their website, and what’s not
Whether visitors return to their website
Why you might consider signing up to Google Analytics:
It helps you pick out warm leads and the visitors most likely to convert to paying customers
You can see how effective your targeted ads are
The platform gives you a broad-picture idea of how your website is performing which is essential for devising an overall marketing strategy
How Google Analytics Collects Data
This information is useful for understanding if and why marketing strategies are working and if your intended audience is responding.
Google Analytics and Remarketing
Google can place advertising cookies on a user’s computer if you opt for this extra service. This service lets you target ads based on:
Google Analytics achieves all of this by collecting personal information from your visitors.
Personal information is any information which can be used to identify someone, such as their:
Date of birth
Google Terms of Service and Analytics Policy
Google has three separate policies which you should be aware of:
The general Google Terms of Service
A specific Terms of Service for the Google Analytics service
Google’s Terms of Service
The general Terms of Service is worth reading because it forms part of the terms you agree to when you use Google Analytics.
You can access the Terms of Service for Google Analytics by clicking here. Most importantly is the section on Privacy.
Complies with any applicable regulations, laws, and Google terms
Makes it clear that you use Google Analytics
Shows users how they can consent, or withdraw consent, to cookies and other information gathering
You also need to inform your users that you use Google Analytics.
You also need to include a separate cookie consent section to comply with global standards. At this time the GDPR is the most stringent privacy protection and you must include this to operate in the EU.
Examples of laws that affect how businesses collect data include:
The General Data Protection Regulation (GDPR) – European Union
Personal Information Protection and Electronic Documents Act (PIPEDA) – Canada
California Consumer Privacy Act (CCPA) – California, USA
Name and Contact Details
The Information You Collect
Your audience has a right to know what information you gather from them, for example, a billing address if they make a purchase.
Why You Collect the Information
Regulations such as the GDPR state that you should only collect as much personal data as is necessary. For example, you don’t need someone’s home address if they sign up to an email newsletter.
Data Use & Sharing Policies
The Right to Opt-Out
Everyone has the right to be forgotten by a website or to block websites from installing cookies on their device. They also have the right to opt-out of marketing campaigns.
A Specific Google Analytics Clause
By ensuring that you follow the guidelines and stay up to date with privacy practices, you protect your business integrity and safeguard your users, which establishes trust with your users and keeps your business ahead of changes.