The CNIL (National Commission for Computing and Liberties), declared Google Analytics illegal on February 10, 2022 because this solution does not comply with the GDPR (General Data Protection Regulation). Digital marketers are then faced with a new challenge: how to effectively migrate to the new version of Google Analytics?
An unprecedented situation
Behind this story hides a major issue, namely the protection of personal data defined by the CNIL with the GDPR . Nevertheless, the CNIL’s decision is not so surprising. Indeed, the judgment of “Schrems II” handed down by the Court of Justice of the European Union (CJEU) in July 2020 was to block the transfer of European personal data to the United States.
The Schrems II shutdown followed a lawsuit filed by Maximilian SCHREMS , an Austrian privacy activist, against Facebook. The CJEU found that the Privacy Shield did not provide sufficient protection for the personal data of EU citizens when transferred to the United States . The decision is based on concerns about US intelligence agencies’ unrestricted access to user data.
Today (June 2, 2023), Google does not sufficiently protect the data of EU citizens and residents from US surveillance laws. However, Google Analytics has not been banned in its entirety, but some specific practices related to its use have been questioned by the CNIL and found to be non-compliant with the GDPR.
Thus, the new version of Analytics must make it possible to meet the 7 principles of the GDPR :
- Legality, fairness and transparency : data collection must be done legally.
- Limitation of purposes : the data collected must be collected and processed only for a specific and legitimate use. Thus, companies have a predominant duty of transparency.
- Minimization of the data collected : the data must be limited with regard to the purposes. In fact, companies should only store the amount of data necessary for their use.
- Accuracy : this principle refers to 2 pillars of the GDPR, erasure and rectification. Companies have a duty to update and erase data.
- Retention period : in the same vein as minimizing the data collected, companies are required to limit the retention period of data to what is strictly necessary.
- Integrity and confidentiality : Data protection officers are obliged to ensure the security of the personal data under their control. Personal data can be dangerous if it is in the wrong hands.
- Responsibility : this is the spearhead of the previous principles. It is the responsibility of the person in charge of data processing to be responsible and to make every effort to ensure compliance with the GDPR.
Violating the GDPR can lead to numerous penalties. Regulators heavily sanction organizations that do not comply with the law. Thus, “ the amount of financial penalties can be up to 20 million euros or in the case of a company up to 4% of annual worldwide turnover ” according to the CNIL. To a lesser extent, the CNIL prescribes formal notices to organizations that do not comply with the provisions of the GDPR. These organizations therefore have a set deadline to bring themselves into compliance.
The end of Universal Analytics (GA3)
Google Universal Analytics is the pioneer in collecting conversion and goal data, primarily from sessions and cookies . This was the third generation of Google Analytics.
From July 1, 2023, properties processed by GA3 will stop processing data as the Google business has been forced to comply with the GDPR. Google Analytics has been at the heart of several financial sanctions for several years as well as legal denunciations since it has been repeatedly declared incompatible with the GDPR by the CNIL.
What is Google Analytics 4
A successor to Universal Analytics, GA4 is designed to help website owners and marketers understand user behavior on their sites and apps, and make informed decisions to improve the user experience and performance of their apps. digital activities.
Some differences between the two versions
Changing the data model
On Universal Analytics (GA3), an event is defined by a category (video, link, form…), an action (click, download…) and a label (image name, video URL…).
On GA3, an event is its own type of call whereas in GA4, each “call” is an event, without distinction . In fact, the system of page views goes through an event model , the number of page views is therefore visible in the “events” part of GA4.
The interface
At first glance, the display offered by GA4 seems less extensive. However this is not the case, the tools are not placed by default in the interface, but they can be placed manually . So there is no loss of data.
IP addresses will become anonymous
Google has often been criticized for not respecting the GDPR. Except that nowadays, users are more and more concerned about the processing of their personal data. With changes in the law and sanctions. This is why GA4 makes it possible to anonymize IP addresses to dissociate the data collected and the users .
Data retention
Formerly kept indefinitely, the data may be kept for a maximum of 14 months. This time can be adjusted according to your wishes in the parameters.
The advantages of Google Analytics 4
- Its ease of use : this new tool is more intuitive than its predecessor, so it will be easier for you to use it.
- An identical data model for applications and the web : user actions are unified which promotes decision-making because everything is grouped together on a single tool.
- Its integrations : on the one hand there is Google Adwords, but you can for example use DV360 and SA360. But that’s not all, in fact the export of raw data from GA4 will be free of charge to BigQuery (google’s data warehouse).
Successful migration to Google Analytics 4
The change of Analytics is not just a formality . The new version is quite different. It has been redesigned, from its interface to the data structure.
Less than a month from the final deadline, if you want to conduct a detailed analysis of your site’s data, you should take the time to migrate to the new Google platform.
Indeed, universal will stop collecting data from July 1, 2023. In addition, GA4 will collect data as soon as it is implemented . There is no retroactive effect from this point of view.
This migration is also an opportunity for you to start on a new solid base.
How to do ?
Migrating to GA4 involves several key steps to ensure a safe and efficient transition. Here are the main ones:
- Prepare your data and reports : this step is there to help you find all the items you want to transfer.
- Configure GA4 and transfer its data : in a second part comes the configuration followed by the data transfer. You will need to create a GA4 property , dataflow and optimize associated tracking parameters .
- Check the compliance of the migration : lastly, it will of course be necessary to test the new configuration. By checking reports, data, conversions…
Identify the items you want to transfer
Before starting any migration, it is advisable to analyze the structure of your current account (GA3). This will allow you to know which elements will need to be migrated and gain efficiency.
Here are some things to look at: Properties , Dataflows , Views , Goals , Filters …
After that, you can prepare the data
Setting up properties and data flow
Each property is considered a separate entity. The data for each property is collected and processed separately. Useful when you have several websites.
To configure a property, simply go to administration , click on “ create a property ”, and let yourself be guided.
Configuring tags to collect data
When creating your property, you will automatically have some “basic” information. However, if you want to be more specific you will need to use tags.
If you already use Google Tag Manager to manage your tags on your website, you can easily migrate to GA4 by setting up GA4 tags in GTM. If you are not using GTM, you will need to configure GA4 tags manually by adding code snippets to your website/application .
Unfortunately, if you have already done this work, know that you will have to do it again if you want to continue collecting data with Google Analytics 4.
Activate Google signals for your remarketing strategy
Google Signals is a feature of GA4 that allows you to combine data from your Google Analytics account with other Google data sources, such as Google Search data, Google Ads data and YouTube data, to obtain more accurate information and more complete reports.
Via these signals, you will be able to benefit from better functions for your remarketing . Remarketing is the act of (re)targeting a user who has already visited your website or application. It’s a way to reach users who have already shown interest .
The signals also allow access to more comprehensive reports , which will help in the optimization of your advertising campaigns.
Configure conversions
Configuring conversions in GA4 allows you to measure the conversion rate and track the performance of your website or app through user actions such as purchasing a product or submitting a form of contact.
To do this, you just need to use the lens migration tool directly on GA4 (useful if they have already been configured on your GA3) or configure them manually.
Combine the products you want
Finally, all you have to do is associate the products you plan to use on GA4 (Google Ads, Search Console, BigQuery, etc.)
Conclusion
If migration is delayed, there may be data loss and GDPR compliance risks . Additionally, setting up conversions and migrating audiences can be complex processes.
It is therefore important to get started as soon as possible to avoid losing data, but also to access all the advantages that Google Analytics 4 can offer .
Optimizing your analysis tools means having the possibility of making better decisions. Did you know that your Google Ads 4 data can be centralized in a single tool: Power BI .
Power BI is a Business Intelligence software that allows its users to gather all their data within it, and update them in real time. This tool greatly simplifies the analysis because you will find only the essential information according to you, compiled in a dashboard.
We talk about it in a previous article: Exploiting your data in business .
ESCadrille can also accompany you to create your dashboard on PowerBI.
