The agreement prohibits account holders from transmitting to Google any data that could identify individual users, either alone or in combination with other data Google holds or is likely to access, without Google's prior written permission. Where Google does permit PII sharing, it must comply with Google's sensitive data policy.
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 a contractual prohibition on transmitting personally identifiable information through the Google Analytics service, which has direct implications for analytics implementations that may inadvertently include PII in URL parameters, custom dimensions, or event parameters. The parenthetical reference to data that could identify individuals 'in combination with other information held by Google' is operationally significant because it encompasses data that may not appear identifiable in isolation.
Interpretive note: The scope of what data could identify an individual 'in combination with other information held by Google' is operationally uncertain because it depends on what data Google holds at any given time, which is not specified in the agreement.
This provision establishes that account holders are contractually prohibited from sending data that can identify individual website visitors to Google through the analytics service, providing a contractual protection for end-user identifiability. However, enforcement of this provision depends on the account holder's implementation practices rather than on any technical control Google asserts in these terms.
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If you choose to reveal any personal information about yourself to other users, you do so at your own risk. We strongly encourage you to use caution in disclosing any personal information online.
When you are asked to provide information, you may decline to do so; but if you choose not to provide information that is necessary to provide some of our Services, you may not be able to use those Services.
You can contact us in order to (1) update or correct your personally identifiable information, (2) change your preferences with respect to communications and other information you receive from us, or (3) delete the personally identifiable information maintained about you...
"You will not (and will ensure that Third Parties do not) send to Google, or permit Google to access or process any data or information which could identify any individual User (either alone or in combination with other information held by Google or which Google is likely to have access to), unless You have obtained Google's written permission to do so. To the extent that You do share Personally Identifiable Information with Google (as permitted by Google), such sharing must comply with the applicable Google product policy on sensitive data.Excerpt from Google's Analytics Terms of Service
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This provision establishes a contractual prohibition on transmitting personally identifiable information through the Google Analytics service, which has direct implications for analytics implementations that may inadvertently include PII in URL parameters, custom dimensions, or event parameters. The parenthetical reference to data that could identify individuals 'in combination with other information held by Google' is operationally significant because it encompasses data …
This provision establishes that account holders are contractually prohibited from sending data that can identify individual website visitors to Google through the analytics service, providing a contractual protection for end-user identifiability. However, enforcement of this provision depends on the account holder's implementation practices rather than on any technical control Google asserts in these terms.
ConductAtlas has identified this type of provision across 290 platforms. See the full comparison.
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