Google Analytics Terms of Service

This document sets the rules for businesses using Google Analytics, requiring them to tell their own users that Google Analytics is collecting and processing data on their behalf. If the agreement ends for any reason, you lose access to all your historical analytics data and are not entitled to any refunds. Google's financial liability to you under this agreement is capped at $500 total, no matter what happens.

This agreement establishes the terms under which Google provides its Analytics service to business users, imposing an affirmative disclosure obligation on users to inform their end users of Google Analytics data collection and processing. Google grants a limited, revocable, non-exclusive, non-sublicensable license to install and use the GAMC and/or SDKs solely as necessary to use the Service on designated Properties. Google caps its total cumulative liability to any party at $500 USD, disclaims all warranties not expressly provided in the agreement to the fullest extent permitted by law, and excludes liability for lost revenues and indirect, special, incidental, consequential, exemplary, or punitive damages. Customer Data sharing with third parties is conditioned on the relevant party's consent, users are prohibited from transmitting personally identifiable information (including hashed PII) to Google except as permitted by applicable policies, and all historical Report data becomes unavailable upon termination.

As a user of a website or app that has accepted these terms, your data is handled through Google Analytics under rules your service provider agreed to—specifically, they are required to disclose to you that Google Analytics is in use and how it collects and processes your data. If you are the business operating Google Analytics, you must use it only for trade or professional purposes, you cannot send personally identifiable information (even in hashed form) to Google except where policies permit, and you will permanently lose access to all historical Report data if the agreement ends. Outstanding fees become immediately due upon termination and no refunds are available, so if you are a paid user approaching termination, be aware that all unpaid balances accelerate at that point.