July 10, 2023 marks a significant milestone for the field of web marketing. The European Commission has adopted an adequacy decision for the data privacy framework between the European Union and the United States. This agreement to date eliminates the doubts previously associated with the use of Google Analytics on European sites.

What does this mean for using GA4 on your sites?

Protection of personal data guaranteed between EU-US

The Data Privacy Framework agreement to ensure that data from Google, Meta and dozens of other American companies can continue to flow between the United States and the European Union has been concluded. This decision marks a historic turning point local seo services in the protection of personal data. The flow and protection of personal data is now officially guaranteed between the EU and self-certified US entities on this list https://www.dataprivacyframework.gov/s/participant-search.

The new EU-US data protection guarantees

What does that actually mean?

This EU-US Data Protection framework introduces new guarantees. These, in force since July 10, 2023, limit access to EU data by American intelligence services. They also establish a Data Protection Review Court (CRPD), to which EU individuals benefit from a new avenue of appeal in the event of mishandling of their data by American companies.

Indeed, American companies adhere to the EU-US Data Protection Framework by committing to a detailed set of privacy obligations

The European Commission, in collaboration with European data protection authorities and US competent authorities, will carry out periodic reviews of the operation of the Framework. The first review will take place one year from the entry into force of the book marketing services, i.e. in July 2024.

For more information, we invite you to read the CNIL FAQ on the subject.

Google Analytics in the era of the new adequacy decision

The issues surrounding the use of Google Analytics are at the heart of this new decision. The secure transfer of personal data to the United States becomes officially authorized, to certified entities, including Google, allowing GA4 to be used legally. Until now, to be compliant, data had to go through a ” proxification ” stage, which involves collecting and cleaning the data of any personal information before it is sent to Google Analytics (not to mention legal requirements). The new decision is a game-changer. The transfer of personal data to the United States no longer requires this anonymization process.

Is the cookie consent banner still relevant?

However, the collection of data by first-party cookies in Google Analytics remains subject to user consent. Companies must always obtain user consent via the GDPR cookies banner before collecting their data via Google Analytics. However, the new decision facilitates the process of data collection and analysis. Google Analytics becomes more efficient and accurate, while complying with EU data protection standards.

However, the end of the use of cookies is expected by 2024. The Server Side offers a viable alternative for data collection. Investigations around the Server Side retain their importance. The new decision of the European Commission does not change this state of affairs. Server Side offers more robust data collection, less prone to ad blocks and other browser bugs.

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