Google Analytics: Illegitimate or The Perspectives of Version 4.0

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In recent weeks, the decision of the Italian Privacy Authority (“Garante”) in which the use of Google Analytics (LINK), a tool widely used by many websites, was declared illegitimate, because the data transferred to the US are not anonymous and there are no adequate safeguards within the meaning of Chapter V of the GDPR, has caused much discussion.

This decision, however, concerns the version of Google Analytics (‘GA3’) and not the one currently released (‘GA4’), and therefore many are questioning whether this new version, which is supposed to guarantee total anonymity of the data, as well as data retention in the EU, is compliant.

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