Google Analytics is a powerful tool that provides website owners with detailed information about their visitors. However, there are certain types of data that Google prohibits collecting through Analytics. This includes personally identifiable information (PII), sensitive personal information (SPI), and financial information. PII is any type of data that can be used to identify an individual. This includes things like names, addresses, phone numbers, and email addresses. SPI is any type of data that could potentially be used to harm an individual if it fell into the wrong hands. This includes things like social security numbers, health information, and credit card numbers. Financial information is any type of data related to an individual's finances. This includes things like bank account numbers and investment portfolios. By prohibiting the collection of these types of data, Google is ensuring that Analytics will not be used for nefarious purposes. So while you might not be able to get as detailed of insights into your visitors as you would like, you can rest assured knowing that their personal information is safe from prying eyes.