[Action Required] Important updates on Google Analytics Data Retention and the General Data Protection Regulation (GDPR)

Dear Google Analytics Administrator,

Over the past year we've shared

how we are preparing to meet the requirements of the GDPR, the new data
protection law coming into force on May 25, 2018. Today we are sharing more
about important product changes that may impact your Google Analytics data,
and other updates in preparation for the GDPR. This e-mail requires your
attention and action even if your users are not based in the European
Economic Area (EEA
).

Product Updates

Today we introduced granular data retention controls

that allow you to manage how long your user and event data is held on our
servers. Starting May 25, 2018, user and event data will be retained
according to these settings; Google Analytics will automatically delete
user and event data that is older than the retention period you select.
Note that these settings will not affect reports based on aggregated data.

Action: Please review these data retention settings and modify as needed.

Before May 25, we will also introduce a new user deletion tool that allows
you to manage the deletion of all data associated with an individual user
(e.g. site visitor) from your Google Analytics and/or Analytics 360
properties. This new automated tool will work based on any of the common
identifiers sent to Analytics Client ID (i.e. standard Google Analytics
first party cookie), User ID (if enabled), or App Instance ID (if using
Google Analytics for Firebase). Details will be available on our Developers
site

shortly.

As always, we remain committed to providing ways to safeguard your data.
Google Analytics and Analytics 360 will continue to offer a number of other
features and policies around data collection, use, and retention to assist
you in safeguarding your data
.
For example, features for customizable cookie settings
,
privacy controls
,
data sharing settings
,
data deletion on account termination
,
and IP anonymization

may prove useful as you evaluate the impact of the GDPR for your company’s
unique situation and Analytics implementation.

Contract And User Consent Related Updates

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.

Updated EU User Consent Policy

Per our advertising features policy
,
both Google Analytics and Analytics 360 customers using advertising
features must comply with Google’s EU User Consent Policy. Google's EU User
Consent Policy is being updated

to reflect new legal requirements of the GDPR. It sets out your
responsibilities for making disclosures to, and obtaining consent from, end
users of your sites and apps in the EEA.

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.

Find Out More

You can refer to privacy.google.com/businesses

to learn more about Google’s data privacy policies and approach, as well as
view our data processing terms
.

We will continue to share further information on our plans in the coming
weeks and will update relevant developer and help center documentation
where necessary.

Thanks,

The Google Analytics Team

Google Ireland Ltd, Gordon House, Barrow Street, Dublin 4, Ireland.

You have received this mandatory email service announcement to update you
about important changes to your Google Analytics product or account.

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