How GDPR and The ePrivacy Directive Affect AdWords & Analytics Tracking
Most internet users will now be aware of the implications regarding spam emails, selling identifiable data, marketing to you without permission etc. GDPR has been widely publicised and whilst no-one seems to know the exact ‘black and white’ of GDPR compliance there is another piece of legislation to consider. The ePrivacy Directive.
- Use Google Analytics code on-site? The EU User Consent Policy applies for all Google Analytics advertising features so explicit consent will be required unless advertising features are turned off in Google Analytics and the code is tweaked to anonymise users IP addresses. Turning these features off will prevent any remarketing audiences and demographic data being collected. As many AdWords display/remarketing campaigns make use of these audience lists you could see that these campaigns cease to work.
- AdWords and Analytics performance poor? The unfortunate side-effect of requiring explicit consent to track conversions, user data for remarketing features etc. Means that some of the performance data we had available in the past is no longer collected. It is unlikely 100% of users to your site will opt-in and thus that data will not be tracked.
The information found in this blog is purely informational and does not constitute official advice from Mabo on the matters of data protection and online privacy.