What Data Does Google Analytics Prohibit Collecting?

Tracking your website performance and your user’s behavior is crucial for businesses looking to optimize their online presence. That’s why a lot of online businesses run to Google Analytics.

But with all the valuable insights tools like Google Analytics provide, there's a fine line between gathering useful data and crossing into unethical—or even illegal—territory. While you need as much data as you can to make the best decision for your business, there’s a limit to what type of data you can collect.

One of the biggest challenges businesses face is understanding “what” data they can and cannot collect. At first, it might seem as if everything is fair game. After all, your website, your rules. Right?

Well, not entirely. There are potentially serious consequences for businesses that don’t pay attention to the type of data they collect using Google Analytics.

But don’t worry—this article is here to guide you through those grey areas. We’ll break down exactly what kind of data Google Analytics prohibits, so you can avoid potential penalties and ensure your data collection stays compliant.

By the end, you’ll have a clear understanding of how to leverage Google Analytics responsibly, without risking your business’s reputation or violating privacy laws.

Let’s see what the regulations say.

What Data Can't Google Analytics Collect?

Google is a data-hungry behemoth. Google Analytics is so much so. Luckily for us, Google Analytics isn’t allowed to gather everything about your personal lives, thanks to regulations that keep your sensitive data out of reach. Think of it like the “Google Creeper” being held back by a strong leash of privacy laws.

The biggest thing Google Analytics can’t touch? Personally Identifiable Information (PII). PII includes anything that could pinpoint who you are—things like your full name or home address. Whether it’s your social security number or your location, this kind of sensitive information is strictly off-limits for Google.

Here’s a quick look at what Google Analytics isn’t allowed to collect:

• Full names
• Email addresses
• Home addresses
• Social security numbers
• Driver’s license numbers
• Passport numbers
• Precise location data
• Financial details

These privacy boundaries ensure that, while Google Analytics can provide detailed insights into user behavior, your personal information stays exactly that—personal. So, while Google can track which pages you visit and how long you stay, it is not supposed to know who you are.

But there’s a twist.

What Data Can Google Analytics Collect

In order to really understand what data Google Analytics can’t collect, let’s talk about what Google Analytics can collect, and the grey area it tends to dance around.

While PII is strictly prohibited, there are still some identifiers that, when combined, can sometimes be used to deduce a user’s identity. According to Google's terms of service, they can gather IP addresses, pseudonyms, device types, and general location information.

But here’s where things get a bit murky: according to the General Data Protection Regulation (GDPR), some of the data that Google Analytics collects counts as PII. So, how can Google collect them and still claim to comply with these regulations?

This brings us to a critical point—what Google considers "personally identifiable" isn’t always in line with stricter privacy laws like the GDPR. Essentially, Google walks a fine line here, and that could spell trouble for both businesses and users.

Now, here’s where things get even more interesting — and murkier.

What Happens if You Collect PII?

It’s not just Google that has to watch its back when it comes to data collection—you do too. Accidentally collect Personally Identifiable Information from your site visitors, and you’re in big trouble. You’ll not only violate Google’s terms of service but also likely break privacy laws like GDPR, depending on your region.

If you fall into this trap, here’s what might happen:

• Google could deactivate your Analytics account entirely. So, kiss those precious insights goodbye.
• Or worse, you could get your business sued by your site users. And yes, GDPR backs them up on this. You might end up losing a lot of money and get a truckload of bad press.

None of this is good for business. So, the smart thing to do is to stay compliant, right?

Avoiding the Pitfall: How Do You Stay Safe?

We already know that our friends at Google are not saints—they are thrilled to collect as much personal user data as you can send their way.

So, here’s the frustrating part: even though Google Analytics prohibits the collection of PII, it puts the burden of compliance squarely on your shoulders. Sure, it’s great that Google outlines what not to collect, but they still leave the door open for you to make mistakes. And when you do, it’s on you—not them.

Google Analytics is entirely free to use. But there’s a catch: you are the product. Google gets more valuable data and ad revenue from your site’s visitors.

So, if you’re wondering why it’s so complicated to manage what data gets collected, well, let’s just say it might not be in Google’s best interest to make this process easy for you. The more personal data they can gather from you, the more money they make.

So while Google is happy to gobble on whatever data you send their way, Google somehow also expects you to make sure you're not sending them PII—even if it's by accident. And no, there’s no way to make Google Analytics automatically filter it out for you. You have to get your hands dirty or face the consequences.

But don’t panic! There are some key steps to help you avoid this mistake:

1. Block any PII from being entered into forms or text fields on your site before it gets sent to Google Analytics.
2. Read the fine print: comply with Google’s Upload Data Use Policy before using the Data Import feature.
3. Make sure your page URLs and titles are completely free of PII.
4. Never track users in areas smaller than one square mile, and don’t send ZIP code info to Analytics.
5. Only use User IDs after thoroughly understanding and complying with Google’s guidelines for doing so.
6. Try a private Google Analytics alternative.

These tips should keep you on the safe side, but the real question is—shouldn't this responsibility fall on Google, not you? It feels a bit like the tech giant wants to benefit from as much data as possible without taking full accountability.

So, talking about trying a different analytics solution...

Let’s talk about Seline.

Seline: The Privacy-Focused Analytics Solution You Need

We all know tracking website performance is necessary for any serious online business. So, you can’t really get rid of Google Analytics and call it a day. You have to find yourself a privacy-focused Google Analytics solution.

Yes, Google gives you loads of data, but how much of it is really necessary, and how much of it puts you at risk of crossing into unethical territory?

Minimal Data, Maximum Privacy

Now, Google might make it sound like collecting user data is no big deal, but let’s be real—privacy is a huge deal. With Seline, you’re not bombarding users with invasive tracking. Here’s what you get instead:

• No cookies. Period. With Seline, you can skip the whole cookie banner mess. No cookies. No annoying banners. No compliance headaches. Because, honestly, who wants to worry about cookie laws when you're trying to run a business?
• By default, no collecting of personal data.
• Absolutely no third-party data sharing. Your users’ info isn’t for sale.
• Seline only shares the bare essentials with third parties for stuff like emails or payments.
• Seline never sells your data. Ever.

And apart from the long list of privacy benefits you get, Seline is one of the easiest to use analytics solutions you’ll get.

Ever tried setting up Google Analytics? Yeah? How easy is it? Seline is the opposite—simple, quick, and ready to go in minutes. It’s designed for speed and ease because let’s face it—nobody has time for complicated setups when you’ve got a business to run.

Look, Google Analytics has its perks, but it’s not exactly privacy-friendly. If you don’t want to be the next company facing a lawsuit because you accidentally collected personal data (remember that Austrian GDPR case?), then Seline is the way to go. No cookies. No third-party data sharing. No sneaky data-selling. Just good old-fashioned analytics that respects your users’ privacy.

Why make things harder than they need to be? Choose Seline, and forget the privacy nightmares.