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The agreement authorizes Google and its subsidiaries to retain and use Customer Data collected through the service to maintain and improve Google's services, provide user-requested services, comply with law, and in connection with advertising services, subject to Google's Privacy 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 that Customer Data processed through Google Analytics may be used by Google to improve its own services and in connection with advertising services, which creates a direct operational dependency between the account holder's analytics implementation and Google's broader product and advertising ecosystem. Compliance teams should assess whether this data use permission is adequately disclosed in the account holder's own privacy policy.
Interpretive note: The precise scope of 'data in connection with advertising services' is not fully defined in the agreement and depends partly on the separately maintained Google Privacy Policy, which may be updated independently of these terms.
This provision establishes that data collected about website visitors through Google Analytics may be used by Google to improve its own products and in connection with advertising services, in addition to providing the analytics reporting function to the account holder. The scope of this use is further defined by reference to Google's Privacy Policy rather than solely by the terms of this agreement.
How other platforms handle this
Each payment processor uses and processes your complete payment information in accordance with its applicable privacy policy (Stripe and PayPal).
if you are accessing and using Lime Services under a corporate account...you acknowledge and agree that Lime may share certain of your usage information with whomever provided you with access to the Lime Services
Gemini Apps may share your precise location data with another Google service, like Google Maps, to fulfill your request.
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"Google and its wholly owned subsidiaries may retain and use, subject to the terms of its Privacy Policy (located at https://policies.google.com/privacy, or such other URL as Google may provide), information collected in Your use of the Service. Google Analytics' features and advertising features (as set forth in Section 7(d) above) process Customer Data to provide services, maintain and improve Google's services, provide services requested by users, and comply with applicable law. Google may also use data in connection with advertising services.Excerpt from Google's Analytics Terms of Service
1. REGULATORY LANDSCAPE: This provision engages GDPR purpose limitation principles, which require that personal data not be processed for purposes incompatible with the original collection purpose. If website visitors' data is collected for analytics and then used by Google for advertising services, GDPR supervisory authorities may assess whether this constitutes compatible secondary use. The FTC Act applies to any representations made to end users about data use that are inconsistent with this permission. CCPA sale of personal information provisions may also be relevant depending on how the data use and compensation relationship between account holders and Google is characterized. 2. GOVERNANCE EXPOSURE: Medium. The provision references Google's Privacy Policy for the scope of data use, meaning the effective permissions granted to Google are partially defined by a document external to this agreement and subject to Google's unilateral modification. Account holders should monitor changes to Google's Privacy Policy as those changes may alter the scope of permitted data use. 3. JURISDICTION FLAGS: EU/EEA entities face heightened exposure because GDPR supervisory authorities have scrutinized the use of analytics data for advertising purposes and have required explicit user consent for such use. California entities should assess whether Google's use of Customer Data for advertising constitutes a 'sale' or 'sharing' of personal information under CCPA, which would require opt-out rights. 4. CONTRACT AND VENDOR IMPLICATIONS: The incorporation of Google's Privacy Policy by reference means the scope of Google's data use rights is not fully contained within this agreement and may change without requiring a formal amendment to these terms. Vendor assessment frameworks should account for this dynamic scope and include monitoring of Google Privacy Policy changes as a recurring due diligence activity. 5. COMPLIANCE CONSIDERATIONS: Account holders should confirm their own privacy policies disclose to end users that data collected through analytics tools may be used by Google for service improvement and advertising purposes. EU/EEA entities should assess whether their consent mechanisms cover the full scope of Google's stated data use, including advertising-related uses, and whether separate consent or legal basis is required for each use.
Regulatory citations, enforcement risk, and due diligence action items.
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This provision establishes that Customer Data processed through Google Analytics may be used by Google to improve its own services and in connection with advertising services, which creates a direct operational dependency between the account holder's analytics implementation and Google's broader product and advertising ecosystem. Compliance teams should assess whether this data use permission is adequately disclosed in the account …
This provision establishes that data collected about website visitors through Google Analytics may be used by Google to improve its own products and in connection with advertising services, in addition to providing the analytics reporting function to the account holder. The scope of this use is further defined by reference to Google's Privacy Policy rather than solely by the terms …
ConductAtlas has identified this type of provision across 294 platforms. See the full comparison.
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