Google Analytics Terms of Service

This Agreement governs use of the standard Google Analytics service (including UA Properties and GA4 Properties) between Google LLC and the executing entity, establishing contractual terms for data collection, processing, and reporting on website and application user behavior. The agreement states that Customer Data (data collected concerning characteristics and activities of Users) is processed by Google on behalf of the account holder, who retains ownership; the terms authorize Google Affiliates' support staff to log in under customer passwords to maintain the service, and authorize Google to use aggregated, non-personally-identifiable Customer Data to improve Google products and services. The agreement asserts broad indemnification obligations on the account holder for third-party claims arising from their use of the service, combined with a mutual liability cap at $500 and a mutual exclusion of consequential damages; the agreement also expressly restricits the service to business use only, excluding consumer (personal) use, which operationally limits applicable consumer protection frameworks in some jurisdictions. The agreement engages GDPR (through explicit reference to the Google Ads Data Processing Terms for EEA/Switzerland/UK contexts), CCPA, and general FTC consumer protection frameworks; the privacy policy disclosure obligation in Section 7 and the data sharing provisions in Section 7 create compliance dependencies that vary by jurisdiction, particularly for EU/EEA-based account holders whose data processing arrangements may be governed by separate data processing addenda rather than these terms alone.