Page 58 - Payout Magazine Online Volume 8.4

By : GeneZorkin

n an email sent to Google Analytics
Iadministrators on Wednesday, the company
announced “important product changes”
which could impact administrators’ analytics
data and other updates to the service in
preparation for the implementation of Europe’s
General Data Protection Regulation (GDPR)
a new data protection law which becomes
effective on may 25.

“Today we introduced granular data
retention controls that allow you to manage
how long your user and event data is held
on our servers,” Google stated in the email
notice. “Starting May 25, 2018, user and
event data will be retained according to these
settings; Google Analytics will automatically
delete user and event data that is older than
the retention period you select. Note that
these settings will not affect reports based on
aggregated data.”

According to the notice, the settings in
question “will not affect reports based on
aggregated data.” The notice also calls on
administrators to “review these data retention
settings and modify as needed.”

Sometime prior to May 25, Google will
add a new “user deletion tool” which enables
administrators to “manage the deletion of all
data associated with an individual user (e.g.
googlE site visitor) from your Google Analytics and/or
Analytics 360 properties.”

annoUncES on any of the common identifiers sent to
“This new automated tool will work based
Analytics Client ID (i.e. standard Google
changES To analytics first party cookie), user iD (if
enabled), or App Instance ID (if using Google
Analytics for Firebase),” the notice stated,
analyTicS adding that additional details will be available
soon on the Google Analytics developers site.

“As always, we remain committed to
For gDPr providing ways to safeguard your data,”
Google said in its notice. “Google Analytics
and analytics 360 will continue to offer a
comPliancE number of other features and policies around
data collection, use, and retention to assist
you in safeguarding your data. For example,

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