GDPR: What it Means for Google Analytics and Online Marketing

what is GDPR and digital marketing

What is GDPR– For someone who has been online for almost the past months, it is pretty common to find different notices that are concerned with the updates of private policies that go from one service to others, If you are a marketer, then you might notice that most of these private policy update notices are from Google.

What is GDPR:

It was a very recent event when the world saw the release of General Data Privacy Regulation or more popularly known as GDPR. With the effects of this service, there are many internet providers that are scrambling amongst themselves to get to that level. We must say that Google is not an exception to that list. Considering the amazing services of Google, it is quite common to think that the changes made by GDPR will have much significance in the way they like to settle the business. It is also a fact that the marketers might take some initiative in making sure that their services of Google Analytics are in compliance with the new set of GDPR rules.

But while GDPR has been making a lot of effects, there is still a wide range of marketer that has absolutely no idea about this humongous change. For them, it is really important to know the importance of GDPR and it affects everything.

So, for that reason, we are here to explain exactly what is GDPR and how is it related to everything else in Google Analytics and Online Marketing.

What Exactly Is GDPR?

To define GDPR is a very lengthy procedure. However, to summarize it, GDPR is basically a broadened reform that helps the citizens of Switzerland and EEA to have a definite control over the process by which their personal information and data is collected online and used for different purposes. There are many different rules that are being introduced by GDPR. If you are into a bit of reading, then you will find that the reform comprises of many portions. However, there are some significant changes that we shall highlight in here to explain what is GDPR.

  • There are many companies that have to make sure that their services are more transparent and they have to clear out the information that they will be a collection. Further information also needs to be shared about the use of such information. The companies will be able to collect the information that is in direct connection to the purpose. In any case, if the company decides to use the information collected for a separate purpose, they would first need to get the approval of the different individuals from which the information was collected
  • GDPR also makes sure that the information is specific that is provided to the customers. The information will not be encrypted in some privacy policies that are filled with other legal words as well. It is also essential for the company to provide that information to the consumer in a plain language that is specific and informative. The individuals will also have to make sure that they take proper action while giving their consent to the collection of information. GDPR doesn’t allow the passing of the pre-checked sections and boxes that takes for the consent as well. For example, if a particular user doesn’t really agree to provide information, the company won’t be able to clock them for accessing the other impressive content as well
  • In case any wrong information has been provided by a company about a consumer, he/she has the right to ensure that it is corrected. They will also be able to revoke the saving and exporting of their data and switch to a different service as well. In case a user decides on revoking a permission, the company will be obligated to remove the information in the given period of time, whether or not the information has been already shared
  • Companies and organizations are also obligated to offer the proof or evidence of the different steps that they are taking in order to share that information. This evidence might include the records and the documentation that concerns that sharing as well as the protection of the information
  • After the collection of the information from an individual, GDPR actually sets out with a specific set of requirements for the time of the storage of that information and the protection of it as well. In such situations, if there is a case of a certain data breach, the individual will be informed within about 72 hours. In case the organization fails to comply with the rules of GDPR, there will be some serious consequences as well. These consequences sometimes lead up to a fine of about 4% of the company’s global income. That is clearly a high amount for sure

GDPR And Google Analytics

For those who use Google Analytics very often, Google is considered to be the data processor in that case. For that reason, Google has had to make many changes in complying with the different standards of GDPR. However, for the individual users of GDPR, it is important to know the how does GDPR affect Google Analytics. So, if you have a company or if you are an individual user of Google Analytics, you also need to make sure that the account of yours is in full compliance with the requirements of GDPR.

Most users don’t yet know the relation between Google Analytics and GDPR. For these users, Google has come to help with a set of features that could be of significance. In Google Analytics, the users will now get the ability to delete the information for some individuals in case they make a request for it.

Google has also got the feature of data retention, which allows the user to control exactly how long the information and the data about an individual are saved before it is sent to delete.

Starting With GDPR And Google Analytics

For those who are starting out on GDPR and Google Analytics, they can do so by making sure that all the data collected has been audited for relevance to the purpose. You need to make sure that the information collected and sent to Google Analytics isn’t Personally Identifiable Information or PII. This is one of the most common cases that happens due to in-compliance. It is specifically intolerable. In case a situation like that arises, a chat with the team of web development will help in blocking that information.

Now, what exactly is PII? Well, PII can be defined as a specific piece of information that can identify a particular individual. This includes email addresses, date of birth, ZIP codes, IP address and things like that.

Apart from that, information like transaction IDs and user IDs are acceptable if they are protected as well.

Cookie Notices, Privacy Policies And Forms

After the checking of the data and the Google Analytics settings, you are good to go. But not before you check the Cookie Notices, Privacy Policies and Forms and update them. Make sure that these options are enabled to certify your compliance to GDPR.

The privacy policy of a particular account under GDPR needs to have a language that is clearly understandable by the consumers. It should also be more specific and informative as well. Information regarding the collection of data, the process, the use and everything else must be specified for security reasons.

The cookie notices and forms also need to have the information that is required to go under GDPR. The consent forms of cookie notices should not have generic and vague messages at all if you want to comply with GDPR.

GDPR And The Different Types Of Marketing

For those who have had an idea about what is GDPR, let us tell you that it won’t be just limited to Google Analytics and GDPR. There are also some other online marketing services that will be affected as well. Users who have some sort of specific marketing based jobs might need to make some changes when working under GDPR. Let’s have a look at GDPR and other types of marketing to have a proper idea about it.

The impact the GDPR has on other online marketing services is highlighted in here.

  1. Referral Deals

Someone who works in a company that is based on referral deals and promotions and stuff, GDPR is going to have a great effect on that.  As you all know, consent for information collecting is really important for GDPR. In such jobs of referring to a friend, that individual won’t be there to give their direct consent for the collection of information. GDPR makes this thing easier but it is dependent on the use of the information. Using the information of the individual for the purposes of marketing will be a strict violation. But you are fine if you don’t process the information.

  1. Email marketing

Email marketing can be a tricky business. I mean, it is all good when you are in full compliance with the rules of sending the emails to only those who chose your email list. Also, if you make it easy for the consumers to leave whenever they want, then you are absolutely fine. But GDPR makes a very great impact on those email marketing services where the tasks are a bit sketchy. Things, like buying the email lists and putting in contacts without the consent of people, is what gets under the eye of GDPR. This is something that you might have to review if you want to let GDPR know about your compliance.

  1. Marketing Automation

In the same way that email marketing works, the specialists in marketing automation will also have to ensure that they get consent from those consumers who have opted to be on their lists. Make sure to check the contacts before you sign in to GDPR to ensure you have the right people. Another thing that you need to make sure is to look into the ways by which the consumers opt-in for the list. This is to ensure that these contact lists are valid according to the GDPR standards. For those customers who are inactive, re-signing them up will require their consent again.

  1. Gated Content

There are a lot of companies that make use of gated content. These include webinars, white papers, and free reports. They consider it as their prime way of getting leads. The gated content is basically seen as a sort of admission price. But with GDPR on the effect, the ability to use the information about a person without content is basically eliminated. So, what does that mean for gated content? Does that mean that it is useless?

It will be a surprise for many people to know that the idea of gated content isn’t really eliminated by GDPR. However, there are some high standards that the companies might have to go through for collecting the information. It is essential for the company to prove the worth of the information to be used in order to utilize it as gated content.

  1. Google AdWords

Users of Google AdWords also have their own set of rules to follow in order to comply with the GDPR standards. Google already had the established the rule of getting the permission from the European customers on the landing page of a website. However, GDPR has got some new changes in stock as well. The publishers of Google AdWords will now have to get direct and clear consent when it comes to the collection of information. It means that the publishers will have to be more specific about the use of information. Not just that, they will also have to get the records for the consent as well. Also, if someone wishes to opt out, they will have to be able to do that without any hassle.

So, this is all you need to know about GDPR and other types of marketing.

The EndNote

GDPR is certainly a very significant part of Google not and the changes that have been made can be a bit intimidating for sure. However, with the help of this article, the users and organizations will have a clear understanding of what is GDPR and how does GDPR affect Google Analytics.

There are certain industries that will have more impact due to GDPR. For the relation between GDPR and other types of marketing, this piece becomes a proper guide for someone who needs a clear-cut idea.