Is Google Analytics becoming illegal?

The most widely used analytics tool in the world violates GDPR rules and may become illegal. What now?

Google Analytics provides valuable insights that can make your website both better and more profitable. The vast majority of Gasta customers have the tool installed on their website today.

Then you may have noticed that there is a new version called Analytics 4. The old version stops working from July 1, 2023, then everyone will be transferred to the new version automatically.

But regardless of which version of Analytics you have, the tool itself may be illegal.

In violation of GDPR?

The core of the case is that the tool sends data out of the EU/EEA. This is in violation of the legislation for personal data, known as GDPR.

In 2022, the Norwegian Data Protection Authority stated that the tool may be illegal, while in March 2023 they sent out a notice of decision in the case. We still don't know the final answer, as the Data Protection Authority is still processing the case.

As a result, no one currently knows whether the tool will actually become illegal, or what the consequences of using it further might be.

Alternative to Google Analytics

Some are now looking around for alternatives. Google Analytics is dominant in the market, but there are alternative analytics tools. These include Matomo, Plausible and Fathom.

However, these are not considered adequate alternatives to the large ecosystem that Google Analytics is part of. Some of them have to be paid for, while Google Analytics is free.

What now?

For now, we'll have to breathe with our stomachs and wait for the final decision in the case.

• Everyone who has old Google Analytics will automatically get the new Analytics 4 from July 1.

• If you have special tracking, e.g. on contact forms or purchases in online stores, this must be set up manually in the new Analytics 4 - contact us.

• In the long term, if Google Analytics becomes illegal, you can consider whether you want to move away from it completely or switch to another tool.

We'll keep you posted!