Is Google Analytics legal under GDPR?
A few years ago several EU regulators ruled specific Google Analytics setups unlawful, and headlines declared GA banned. The reality is more workable: GA4 can be run compliantly, but not by default.
What actually happened
The rulings targeted older Universal Analytics and the transfer of EU data to the US without adequate safeguards. Since then, the EU-US Data Privacy Framework and GA4's more privacy-focused design (no raw IP storage, consent-aware collection) have changed the picture. GA4 is not banned; a careless setup is the risk.
How to run GA4 on side
- Collect consent first and wire GA4 to Consent Mode so it respects a decline.
- Disable or limit features that add personal data where you do not need them.
- Document it in your privacy and cookie policy, and be able to prove consent.
- Consider server-side for more control over what leaves the browser.
This is not legal advice, speak to a solicitor for your situation, but technically, a consent-first GA4 setup is the compliant path, and it is exactly what an audit sets up.
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