Google Analytics

Linked Google products can use exported Analytics data under their own terms rather than the narrower Analytics processing terms.

Customers can still use Analytics data for personalization or advertising purposes depending on configuration.

Google Analytics generally acts as a processor or service provider for customers under its data processing terms.

GA4 does not log or store IP addresses, and customers are prohibited from sending PII.

Customers control whether to enable features such as Google signals that widen how data is used.

Product linking can send Analytics data into other Google products where different terms apply.

Site and app owners still decide what they instrument, share, and disclose to their users.

Google says it does not share Analytics data without customer authorization except where contractually permitted or legally required.

The processor/service-provider model is stronger than ordinary ad-tech controller language.

Customers choose whether to link Analytics data into other Google products or export it elsewhere.

Analytics and observability tools can collect identifiers, events, session replays, logs, traces, device data, and usage metadata.

Teams can reduce exposure with masking, consent mode, sampling, log scrubbing, retention controls, and restricted access.

Aggregate reporting data can remain even after deleting some individual user-level data.

Customers must actively configure retention and deletion; weak defaults or neglected settings can leave data longer than intended.

Customers can set data-retention periods instead of accepting a fixed indefinite default.

Google provides user-deletion tools for removing individual user-level data.

Analytics is explicit that retention and deletion are customer-governed administrative settings.

Customers can configure consent mode, Google signals, and ads personalization settings.

Customers can set retention windows and invoke deletion tooling for user-level data.

Google prohibits sending PII and documents ways to avoid collecting more data than needed.

Export, admin, and property-level controls let organizations narrow access and move data when needed.

End-user privacy still depends primarily on how the site or app owner configures the implementation.

The most privacy-sensitive choices are admin-controlled rather than self-serve for the tracked end user.