After many questions about previous blogs—such as ‘Tired of META and X? Clean up your accounts!‘ and ‘Why switch to a European newsletter service now?’ —it’s time to take a closer look at Google Analytics. What exactly happens to the data that companies collect through this widely used analytics platform?
Who owns the data?
Most companies use Google Analytics to gain insights into their website visitors’ behavior. But who actually owns this data? Formally, it belongs to the website owner who implements Google Analytics. However, Google has access to this data and can process it, for example, to improve its own services. Depending on the settings, Google may even use (anonymized) data for advertising purposes.
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Privacy and regulations
With the GDPR in Europa, the way data is collected and processed is a hot topic. Websites are required to ask for explicit consent for tracking and must clearly communicate how they handle user data. IP addresses, for example, can be anonymized to enhance privacy, but this doesn’t change the fact that Google, as a U.S.-based company, still processes the data.
Alternatives to Google Analytics
More and more organizations are looking for European alternatives that offer better privacy protection. Tools like Matomo, Plausible, and Piwik PRO provide analytics without reliance on U.S. tech giants, giving businesses full control over their data. This aligns with the growing trend we previously discussed: moving away from big tech in search of greater transparency and autonomy.
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Server-side tracking as a solution
Another way to gain more control over your data—without completely moving away from Google Analytics—is server-side tracking. With this approach, data is first collected and processed on your own server before being sent to external parties like Google. This offers several benefits:
✅ Better privacy control – You decide which data is shared with Google.
✅ Fewer tracking blocks – Browsers and ad blockers increasingly block client-side tracking.
✅ Faster load times – Fewer scripts running directly in the browser improve performance.
What does this mean for your website?
If you use Google Analytics, now is a good time to reconsider your privacy settings, explore server-side tracking, or look into alternative solutions. Is it time to take back control of your data? We’re happy to help you navigate your options.
Have you already taken steps in this direction? Let us know in the comments! 🚀