Arlo uses Google Tag Manager to load multiple Google tracking tools simultaneously, including Google Analytics (two separate property IDs) and Google Ads conversion tracking, which together monitor your site behavior and link it to advertising campaigns.
This analysis describes what Arlo's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
Google Tag Manager acts as a container that can load any number of tracking scripts, including analytics, advertising, and remarketing tags, meaning the full scope of third-party data collection is controlled server-side and may change without visible notice to users.
Interpretive note: The full configuration of GTM tags is not visible in the document; additional tracking tools beyond those identified may be loaded through the GTM container.
Your behavior on Arlo's website is tracked by at least two separate Google Analytics properties and a Google Ads conversion tracker, contributing to Google's advertising profile of you and enabling Arlo to measure and optimize its advertising spend based on your actions.
How other platforms handle this
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"src="https://www.googletagmanager.com/gtm.js?id=GTM-N664BBN" ... id=AW-940182079 ... id=G-Y55ZPK6P6Y ... id=G-9JDZRFG0NF— Excerpt from Arlo's Arlo Privacy Policy
1) REGULATORY LANDSCAPE: Google Tag Manager's deployment engages GDPR Article 6 (lawful basis for analytics and advertising processing), the ePrivacy Directive (consent for non-essential cookies), and CCPA/CPRA (disclosure of data sharing with Google for advertising purposes). The EU data protection authority (specifically the Austrian DSB and French CNIL) have previously found that Google Analytics deployments involving US data transfers may not comply with GDPR Chapter V without additional safeguards; compliance teams should be aware of this regulatory posture, though enforcement varies by jurisdiction and has evolved. 2) GOVERNANCE EXPOSURE: Medium. Two distinct Google Analytics property IDs (G-Y55ZPK6P6Y and G-9JDZRFG0NF) are loaded simultaneously, suggesting parallel analytics implementations that may transmit overlapping data to Google. The Google Ads tag (AW-940182079) enables conversion tracking linked to advertising campaigns. GTM as an orchestration layer means additional tags could be added without changes to the site's visible code, creating ongoing data mapping challenges for compliance teams. 3) JURISDICTION FLAGS: EU/EEA users face heightened exposure given regulatory scrutiny of Google Analytics US data transfers under GDPR. California residents have CPRA rights regarding sharing of personal information with Google for advertising purposes. The use of Google Ads conversion tracking may implicate cross-context behavioral advertising sharing disclosures. 4) CONTRACT AND VENDOR IMPLICATIONS: Arlo's use of Google Analytics and Google Ads is governed by Google's measurement controller-controller terms and, for EU deployments, Google's data processing terms including Standard Contractual Clauses. Compliance teams should confirm that Google Analytics is configured with IP anonymization where required, that data retention periods are set appropriately, and that GTM's tag governance controls are in place to prevent unauthorized tag additions. 5) COMPLIANCE CONSIDERATIONS: The presence of two Google Analytics property IDs warrants an audit to confirm both are disclosed in the privacy policy and that data flows from each are understood and mapped. Compliance teams should verify that the OneTrust integration with GTM correctly blocks Google Analytics and Ads tags until appropriate consent is given, and that consent mode is implemented for EU users in accordance with Google's requirements for advertising features.
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Google Tag Manager acts as a container that can load any number of tracking scripts, including analytics, advertising, and remarketing tags, meaning the full scope of third-party data collection is controlled server-side and may change without visible notice to users.
Your behavior on Arlo's website is tracked by at least two separate Google Analytics properties and a Google Ads conversion tracker, contributing to Google's advertising profile of you and enabling Arlo to measure and optimize its advertising spend based on your actions.
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