The agreement grants a limited, revocable, non-exclusive, non-sublicensable license to install and use Google's measurement code and SDKs solely for the purpose of using the service, and prohibits reverse engineering, modification, resale, or interference with the software.
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 establishes that the license granted to use Google Analytics software is revocable, meaning Google may withdraw it consistent with the termination provisions of the agreement. The prohibition on using third-party-labeled data in the service for any purpose other than generating reports operationally restricts how account holders can use data from multi-account or agency implementations.
This provision establishes that account holders receive a limited, revocable license to use Google's analytics measurement code and SDKs, subject to restrictions on modification, resale, reverse engineering, and interference with the service. The license applies to the account holder's own properties and to third-party properties for which they manage analytics.
How other platforms handle this
Additional restrictions might apply to government and utility businesses.
Microsoft reserves the right to restrict the export of data that may compromise the security of the services or Microsoft's intellectual property.
Datadog reserves the right, but does not assume the obligation, to investigate any violation of these Terms or misuse of the Site.
"Subject to the terms and conditions of this Agreement, (a) Google grants You a limited, revocable, non-exclusive, non-sublicensable license to install, copy and use the GAMC and/or SDKs solely as necessary for You to use the Service on Your Properties or Third Party Properties; and (b) You may remotely access, view and download Your Reports stored at www.google.com/analytics/. You will not (and You will not allow any third party to) (i) copy, modify, adapt, translate or otherwise create derivative works of the Software or the Documentation; (ii) reverse engineer, decompile, disassemble or otherwise attempt to discover the source code of the Software, except as expressly permitted by the law in effect in the jurisdiction in which You are located; (iii) rent, lease, sell, assign or otherwise transfer rights in or to the Software, the Documentation or the Service; (iv) remove any proprietary notices or labels on the Software or placed by the Service; (v) use, post, transmit or introduce any device, software or routine which interferes or attempts to interfere with the operation of the Service or the Software; or (vi) use data labeled as belonging to a third party in the Service for purposes other than generating, viewing, and downloading Reports.Excerpt from Google's Analytics Terms of Service
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This provision establishes that the license granted to use Google Analytics software is revocable, meaning Google may withdraw it consistent with the termination provisions of the agreement. The prohibition on using third-party-labeled data in the service for any purpose other than generating reports operationally restricts how account holders can use data from multi-account or agency implementations.
This provision establishes that account holders receive a limited, revocable license to use Google's analytics measurement code and SDKs, subject to restrictions on modification, resale, reverse engineering, and interference with the service. The license applies to the account holder's own properties and to third-party properties for which they manage analytics.
ConductAtlas has identified this type of provision across 263 platforms. See the full comparison.
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