Do you use Google Analytics to measure your website audience? There are more data protection-friendly alternatives available. They allow you to optimize GDPR compliance and preserve your e-reputation. Here’s why you should consider switching to a different solution in today’s product news.
Analytics – Look for a powerful GDPR-friendly alternative that gives you many indicators of your audience’s browsing behavior
Perhaps too many. If your analytics needs are essential, you may inevitably feel overwhelmed by a jungle of information that is of no use to you.
It may be time for you to look for a less data-hungry solution. While it only does web audience measurement and provides a fundamental view, it means less granularity and depth, but it doesn’t matter.
In line with the principle of minimization of the collection of personal data, you only collect what you need.
Save time with a user-friendly Analytics solution
Analyzing your site’s traffic is separate from your core business.
You use Google Analytics because it’s easy to install and configure. You can access a dashboard and track your site’s audience quickly.
But beyond primary use, manipulating this tool is more complex than that. Identifying relevant indicators for your business may require research or even training, which can be costly.
By sticking to the basic features of an alternative solution, you can look for simple day-to-day use solutions. This way, you will save on training and gain time.
If Google Analytics is free, you and your users are the product from an administration interface
However, the collected browsing data is used for more than just your account. Google uses it for its purposes.
Do you know precisely what data is collected by the solution?
Do you know the goals pursued?
While you are not obligated to subscribe to a paid subscription, you are still settling in another way: by allowing your provider to collect personal data through your website.
To better control your GDPR compliance, look for one that offers real advantages:
- Many solution providers position themselves as subcontractors. They use the data based on your instructions only and for your account alone.
- You regain control of the collected data. Per your legal obligations, you can impose a retention period, and therefore deletion, on your provider.
GDPR compliance – Do not submit your Analytics cookies to consent
As a brand, you are responsible for the GDPR compliance of the cookies deposited when your site loads.
Suppose you use an audience solution only to measure the aggregated site traffic without individual tracking of navigation paths. In that case, the associated cookies do not need to be subject to prior consent from your visitors. It is enough to inform them of the purpose of the cookies deposited.
In the case of Google Analytics, it is possible to configure your tool to restrict data collection to a strict minimum.
However, do such measures lead to real anonymization of the data collected by your provider? And what does Google do with the anonymized data? Is it used for advertising?
Do not compromise your site’s GDPR compliance; do not force yourself to solicit your visitors’ consent because of Google. Choose one used only for your analytics needs.
Analytics and GDPR compliance – When your e-reputation is at stake
There is growing concern among users about how you collect and use data. This vigilance increases even more when sharing data with third parties who use it for their purposes.
However, you may be required to share sensitive data with Google:
- This actor collects your audience’s browsing data on your site, data from which it can deduce segmentation by areas of interest;
- The security of your site can also result in data sharing. For instance, let’s say a doctor’s website that has yet to be switched to HTTPS. If the contact form page contains an analytic tag, visitors’ data may be passed in the page URL and thus transmitted via Google Analytics without visitors’ consent.
This leaves you exposed to complaints and even lawsuits from the CNIL.
Take control of the location of Analytics data hosting and its GDPR compliance
Do you have the ability to dictate your terms to Google? Can you impose dedicated servers in France?
Of course not.
But this question is not neutral. The hosting of data outside the European Union must be secured by signing standard contractual clauses added to the contract that binds you to your provider.
There are alternatives. You can, for example, host an audience measurement solution directly on your servers. Or, if you plan to delegate data storage, other providers will offer you hosting in Europe or France.
Conclusion: Optimize your GDPR compliance, consider an alternative to Google Analytics
Several providers are entering the market to offer an alternative to Google Analytics. If these solutions don’t always have the advantage of being “free” and don’t provide the same level of data depth, they’ll better meet your needs:
- You gain better control over the navigation data you collect.
- No more tables overflowing with indicators; you focus on the essentials.
- You preserve your e-reputation and SEO by looking for another provider responsible and respectful of data protection.
