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Many public organisations, government agencies and private companies use Google Analytics. A very competent and appreciated web analytics toolset, though considered by many to lack user friendliness. However, its use is no longer allowed in the EU.
The reason: In July 2020, the Court of Justice of the European Union (CJEU) changed the requirements for transferring personally identifiable information (PII) from the EU to the USA, by invalidating the EU-US Privacy Shield framework. The decision affects government agencies, public institutions, and mid- to large-sized private corporations, who are now forced to look to other solutions for their web analytics needs.
The 2020 decision by the CJEU means that one can no longer collect and transmit PII regarding EU citizens to the USA the same way as before. PII includes, among other things, names, street addresses, and social security numbers. In cases where cookies are set by websites, these may also count as PII. What many people do not realise is that PII also includes IP addresses. And this is where the CJEU decision becomes a problem for Google Analytics users.