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
The updated policy makes several material clarifications about how Google links your activity across websites and apps. It shifts from describing analytics tools in isolation to framing them as part of a broader 'ad and analytics services' ecosystem, and broadens the scope of data linking to explicitly include 'cookies and other technologies'. The policy also clarifies that data sharing occurs even in private browsing modes. Review your Google Account activity controls to understand what data is being collected and linked across services you use.
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We store your personal information for a period of time that is consistent with the business purposes set forth in Section 3 of this policy or as long as needed to fulfill and comply with legal obligations.
We retain some data for longer when necessary for legitimate business or legal purposes, such as security, fraud and abuse prevention, or financial record-keeping.
We collect and keep personal data only as needed or allowed for the purposes set out in this Statement, based on the reason we collected the personal data in the first instance and what is permitted under the laws that apply to the processing.
"some data we retain for longer periods of time when necessary for legitimate business or legal purposes, such as security, fraud and abuse prevention, or financial record-keeping.Excerpt from Google's Privacy Policy
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The clause states: “some data we retain for longer periods of time when necessary for legitimate business or legal purposes, such as security, fraud and abuse prevention, or financial record-keeping.”
ConductAtlas has identified this type of provision across 275 platforms. See the full comparison.
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