Analytics Help Sign in Help CenterCommunityAnnouncements Analytics Data privacy and securitySafeguarding your data Safeguarding your data This article summarizes Google Analytics’ data practices and commitment to protecting the confidentiality and security of data. Visitors to sites or apps using Google Analytics (aka “users”) may learn about our end user controls. Site or app owners using Google Analytics (aka “customers”) may find this a useful resource, particularly if they are businesses affected by the European Economic Area’s General Data Protection Regulation, or California's California Consumer Privacy Act. See also the Google privacy policy and Google’s site for customers and partners. Information for Visitors of Sites and Apps Using Google Analytics Our privacy policy Google Analytics cookies and identifiers Information for Sites and Apps Using Google Analytics Google Analytics under the General Data Protection Regulation (GDPR) Google Analytics under the California Consumer Privacy Act (CCPA) Google Analytics under the Lei Geral de Proteção de Dados (LGPD) International transfers Data Collected by Google Analytics What is the data used for? Data access Data Controls for retention, deletion, and portability Advertising Personalization Data privacy and security Give feedback about this article Was this helpful?YesNo Data privacy and security Safeguarding your data Privacy controls in Google Analytics Data sharing settings Consent Mode (beta) IAB Transparency and Consent Framework v2 and Google Analytics Google Analytics opt-out browser add-on IP Anonymization (or IP masking) in Google Analytics Policy requirements for Google Analytics Advertising Features Security and privacy in Universal Analytics We use our own products Data Processing Terms Data retention [GA4] Data-deletion requests Data deletion requests (Universal Analytics) ISO 27001 Certification Google Analytics linking overview Account setup with additional privacy features Best practices to avoid sending Personally Identifiable Information (PII) Policy Against Fingerprints and Locally Shared Objects ©2021 Google Privacy Policy Terms of Service English