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
"Content" means anything you or your Customers create or make available through the Service in connection with your Account, including your intellectual property (e.g. trademarks, trade names, service marks, and copyrighted works); the products or services you offer (e.g., courses, coaching, members...
By posting, uploading, inputting, providing or submitting your Content you grant Kit, its affiliated companies and necessary sublicensees permission to use your Content in connection with the operation of their Internet businesses including, without limitation, the rights to: copy, distribute, trans...
By submitting, sharing, or otherwise making User-Generated Content available through any of the Licensed Products, including by submitting User-Generated Content using UEFN, you grant Epic a royalty-free, perpetual, irrevocable, non-exclusive, sublicensable, worldwide license to use, reproduce, modi...
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"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 Google Analytics Terms of Service
1. REGULATORY LANDSCAPE: Software license restrictions of this nature are governed by applicable intellectual property law and contract law. The exception for reverse engineering 'as expressly permitted by the law in effect in the jurisdiction in which You are located' acknowledges jurisdictional variation, particularly the EU Software Directive which permits limited reverse engineering for interoperability purposes. No specific regulatory agency has primary jurisdiction over this type of software license provision. 2. GOVERNANCE EXPOSURE: Low for standard deployments. The revocable nature of the license is the most operationally significant element for organizations with critical operational dependencies on Google Analytics, as it means Google may withdraw access consistent with its termination rights. Organizations should assess the operational impact of a potential license revocation in their business continuity planning. 3. JURISDICTION FLAGS: The reverse engineering exception acknowledges that applicable law varies by jurisdiction. EU entities should note that the EU Software Directive may permit limited decompilation for interoperability purposes that would otherwise be prohibited by this agreement's terms. The agreement's language defers to applicable local law on this point. 4. CONTRACT AND VENDOR IMPLICATIONS: Agencies or service providers who use Google Analytics on behalf of multiple clients should note the restriction on using third-party-labeled data for purposes other than generating reports. This limits how cross-client data analysis or benchmarking can be conducted within a shared Google Analytics environment. 5. COMPLIANCE CONSIDERATIONS: Legal teams should document the revocable nature of the license in vendor dependency assessments. Organizations that have integrated Google Analytics measurement code into their properties should assess the operational impact of license revocation and consider data portability or alternative analytics arrangements.
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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.
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