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Privacy Policy for Google Analytics Advertising and Remarketing Features

As you probably already know, if your website or mobile app uses Google Analytics, you definitely need to have a Privacy Policy where you disclose the use of Google Analytics, and how it collects and processes data.

Using the remarketing feature of Google Analytics entails additional information obligations within the privacy policy. These obligations are fully described in the Policy requirements for Google Analytics Advertising Features guide.

Here are the most relevant parts:

If you’ve enabled any Google Analytics Advertising features, you are required to notify your visitors by disclosing the following information in your privacy policy:

  • The Google Analytics Advertising Features you’ve implemented.
  • How you and third-party vendors use first-party cookies (such as the Google Analytics cookie) or other first-party identifiers, and third-party cookies (such as Google advertising cookies) or other third-party identifiers together.
  • How visitors can opt-out of the Google Analytics Advertising Features you use, including through Ads Settings, Ad Settings for mobile apps, or any other available means (for example, the NAI’s consumer opt-out).

We also encourage you to point users to Google Analytics’ currently available opt-outs for the web.

European Union user consent policy

When using Google Analytics Advertising Features, you must also comply with the European Union User Consent Policy.

Interest-based advertising

If you’ve enabled interest-based advertising, including Remarketing, with Google Analytics in connection with other Google services, you must follow the policies applicable to those Google services (like the Google Ads Policy for Personalized advertising and its sensitive category restrictions, and the Platform Program Policies).

If you use Google Analytics to collect sensitive information about your visitors, as described in the Google Ads sensitive category restrictions, you may not use Google Analytics to collect data for the purpose of interest based advertising.

In short, Google asks you to:

  • inform users about the Google Analytics features you use;
  • obtain end users’ legally valid consent to:
    • the use of cookies or other local storage where legally required; and
    • the collection, sharing, and use of personal data for personalization of ads;
  • retain records of consent given by end users and provide end users with clear instructions for revocation of consent.

How iubenda can help

Privacy and Cookie Policy Generator

Here’s where our Privacy and Cookie Policy Generator and Cookie Solution come in very handy: with 600+ available clauses, our privacy and cookie policies contain all elements commonly required across many regions and services, while applying the strictest standards by default – giving you the option to fully customize as needed.

With our generator you can quickly set up the privacy and cookie policy you need for your website. Start generating a privacy policy and, among the services available, search for Google Analytics, Remarketing with Google Analytics, Google Ads Remarketing and Google Ads Similar Audiences.

If you’ve activated cross-device capabilities via Google Signals you’ll need to add the Google Signals service and if you’ve activated any Google Analytics display advertiser features such as the use of demographics and interest data for your analytics report you’ll need to add the Google Analytics Advertising Reporting Features and Google Analytics Demographics and Interests Reports services. The Google Analytics clause is available for free, while other services require a Pro License.

Read the guide on How to Generate a Privacy Policy here.

Cookie Solution

Our Cookie Solution allows you to:

  • easily inform users via banner and a dedicated cookie policy page (which is automatically linked to your privacy policy and integrates what’s necessary for cookie law compliance);
  • obtain and save cookie consent settings;
  • preventively block scripts prior to consent; and
  • keep track of consent and save consent settings for each user for up to 12 months from the last site visit.

Create a privacy policy for Google Analytics

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See also

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