Get the weekly research letter
Companies change their terms quietly. We read every version and catch what actually changed. One email a week on the changes that matter and what they mean. No account.
The agreement requires account holders operating in the EEA, Switzerland, or UK to comply with the Google Ads Data Processing Terms, which are incorporated by reference and govern GDPR-applicable data processing; the account holder warrants this compliance both for themselves and for their clients.
This analysis describes what Google'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
This provision incorporates by reference a separate data processing agreement governing GDPR compliance, meaning the full scope of GDPR-applicable data processing obligations for EU/EEA, Swiss, and UK account holders is not contained within this document alone. Account holders must separately review and comply with the Google Ads Data Processing Terms, and warrant compliance on behalf of their clients as well.
This provision establishes that for account holders in the EEA, Switzerland, or UK, data processing under Google Analytics is governed by the separately maintained Google Ads Data Processing Terms, which define the controller-processor relationship and associated GDPR obligations. End users in these jurisdictions have their data processed under the framework established by those terms.
How other platforms handle this
The right to know whether, and for what purposes, we process your Personal Data
If you want to see what information we have collected about you, you can request a copy of your data in the Data & Privacy section of your User Settings. You should receive your data packet within 30 days.
Monitoring
Google has changed this document before.
Receive same-day alerts, structured change summaries, and monitoring for up to 20 platforms.
"You represent and warrant that, to the extent you are, or your clients are, in the EEA, Switzerland or the UK, you either have, or your clients have, been and will remain in compliance with the Google Ads Data Processing Terms (at https://business.safety.google/adsprocessorterms/) which are incorporated by reference and will govern the processing of data subject to the GDPR.Excerpt from Google's Analytics Terms of Service
1. REGULATORY LANDSCAPE: This provision directly implicates GDPR (including Articles 28 and 46 regarding processor contracts and international data transfers), the UK GDPR, and the Swiss Federal Act on Data Protection. The relevant enforcement authorities are national data protection authorities in EU/EEA member states, the UK Information Commissioner's Office, and the Swiss Federal Data Protection and Information Commissioner. The incorporation by reference of the Google Ads Data Processing Terms means GDPR compliance terms are maintained in a separately updateable document. 2. GOVERNANCE EXPOSURE: High for EU/EEA, Swiss, and UK account holders. The warranty of client compliance creates additional exposure: account holders must not only comply personally but also warrant compliance on behalf of clients for whom they use the service. Failure to obtain or maintain this warranty relationship with clients constitutes a breach of this agreement. 3. JURISDICTION FLAGS: This provision applies specifically and exclusively to EEA, Swiss, and UK operations. Account holders with multi-jurisdictional operations must identify which of their properties and data flows fall within the territorial scope of GDPR and ensure appropriate data processing agreements are in place. Non-EEA account holders processing any data of EEA data subjects through their properties should assess whether this provision applies to their situation. 4. CONTRACT AND VENDOR IMPLICATIONS: The incorporation by reference of the Google Ads Data Processing Terms means that changes to those terms automatically update the data processing obligations under this agreement without requiring a formal amendment. Compliance teams should monitor the Google Ads Data Processing Terms for updates and assess whether any changes require notification to supervisory authorities, updates to internal data processing records, or amendments to client contracts. 5. COMPLIANCE CONSIDERATIONS: EU/EEA, Swiss, and UK account holders should confirm they have reviewed and can comply with the current Google Ads Data Processing Terms. Data processing records under GDPR Article 30 should document Google Analytics as a data processor and reference the applicable processing terms. Where account holders act as data processors for their own clients, sub-processing agreements should be assessed for consistency with the Google Ads Data Processing Terms.
Regulatory citations, enforcement risk, and due diligence action items.
Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
Provision-level monitoring, governance timelines, and regulatory mapping built from archived source documents and historical version tracking.
This provision incorporates by reference a separate data processing agreement governing GDPR compliance, meaning the full scope of GDPR-applicable data processing obligations for EU/EEA, Swiss, and UK account holders is not contained within this document alone. Account holders must separately review and comply with the Google Ads Data Processing Terms, and warrant compliance on behalf of their clients as well.
This provision establishes that for account holders in the EEA, Switzerland, or UK, data processing under Google Analytics is governed by the separately maintained Google Ads Data Processing Terms, which define the controller-processor relationship and associated GDPR obligations. End users in these jurisdictions have their data processed under the framework established by those terms.
ConductAtlas has identified this type of provision across 295 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Google.