Will Google Analytics be banned?
It has been in the news more and more lately: will Google Analytics be banned soon? We also receive this question more and more from our customers. That is why we have listed what is going on and what steps you can take now.
The problems with Google Analytics
Google Analytics is under a magnifying glass after the judge ruled in an Austrian case that its use violates the GDPR, among other things. Following this ruling, several European countries are currently investigating whether the use of Analytics should indeed be subject to further regulations. We have to wait and see what will happen and what decisions will be made in the Netherlands and Belgium.
The Dutch Data Protection Authority (AP) will provide clarity about this this year. There is a chance of a ban. The AP mentions this in her guide for privacy-friendly use of Google Analytics that “use of Google Analytics may soon [no longer be] permitted”.
What does Google do?
The new Google Analytics 4 takes several steps for a better grip on privacy data. For example, IP addresses are anonymized by default before they are sent to the US, and it is possible to determine per country which cookies and metadata are used. Google is working hard furthermore for a successor to the Privacy Shield, the legislation that regulated data exchange between Europe and the United States until 2020. However, this does not seem to have allayed European reservations about the service.
Can you do something now or do you have to wait and see?
Are you currently using Universal Analytics, the version of Analytics that has been in use since 2012? Then this is the time to switch to Google Analytics 4 (GA4). That is smart anyway because as of July 1, 2023, Google will stop collecting data in the current version of Analytics. We have now organized GA4 for all our customers or are in the process of doing so.
In addition to Google Analytics, you can already implement an alternative. You then have a working analysis tool if Google Analytics has to be removed at once. Matomo is then a good candidate. Implementing an alternative now is especially important if you find it important to have historical data, for example to benchmark period on period.
How does Museum Marketing help with Google Analytics?
As said; We have now organized GA4 for all our customers or are in the process of doing so. If specialist in online marketing gives Museum Marketing workshops on request about GA4. As in the photo, a Google Analytics workshop for a number of leading museums and day attractions. This was commissioned by Riebedebie; the Dome for Attractions and Museums in Flanders and Brussels.
Do you have questions about Google Analytics, are you interested in a workshop or simply need help with the correct implementation of GA4? Take without obligation Contact us.