Is Google Analytics illegal? This question has been circulating across the web analytics world - and for good reason. With multiple European data protection authorities (DPAs) declaring Google Analytics non-compliant with the GDPR, businesses are being forced to rethink their analytics stack.
In this post, we’ll unpack the legal concerns, explore the latest regulatory decisions, and explain how privacy-first alternatives like Glass Analytics can help you stay compliant without sacrificing insights.
Why Google Analytics is Facing Legal Bans#
Several European regulators, including those in France (CNIL), Austria (DSB), and Italy (Garante), have ruled that the use of Google Analytics violates the General Data Protection Regulation (GDPR). The core issue? Data transfers to the U.S.
Here’s what’s at stake:
- IP addresses and identifiers are sent to Google’s U.S. servers
- U.S. surveillance laws, such as FISA 702, allow authorities to access this data
- Under GDPR, this means EU citizens' data is not adequately protected
These rulings don't just affect Google Analytics 3 (Universal Analytics) - they apply to GA4 as well, despite its improved privacy controls.
Which Countries Have Declared Google Analytics Illegal?#
So far, the following national regulators have taken action:
- Austria (DSB) - Ruled against a website for using GA without sufficient safeguards
- France (CNIL) - Issued multiple warnings and formal notices
- Italy (Garante) - Declared GA illegal and urged companies to switch to alternatives
More EU countries are expected to follow, especially as enforcement around cross-border data transfers ramps up.
What Are the Legal Risks of Using Google Analytics?#
Using Google Analytics on an EU-facing site could expose you to:
- Regulatory fines under GDPR (up to €20M or 4% of annual turnover)
- Data subject complaints leading to investigations
- Loss of customer trust in your brand’s privacy practices
Even with Google’s attempt to address these issues via the EU-U.S. Data Privacy Framework, legal uncertainty remains - especially since this framework may also be challenged in court, just like its predecessors (Privacy Shield, Safe Harbor).
How Can You Stay Compliant?#
To avoid these legal pitfalls, site owners are turning to privacy-friendly analytics tools that don’t rely on invasive tracking or international data transfers.
Glass Analytics is a strong alternative that prioritizes compliance and user privacy. Here’s how:
- No cookies or tracking consent needed - Fully GDPR and ePrivacy compliant
- No data leaves the EU - All servers can be hosted in Europe
- Anonymous by default - No IP logging or fingerprinting
- Automatic event tracking - Thanks to LLM-powered insights
Want more advanced features? Glass also supports heatmaps, session recordings, and custom dashboards - without compromising privacy.
What About Google Analytics Alternatives?#
If you’re considering a switch, here are a few options to explore:
- Glass Analytics - Privacy-first, real-time, no cookies, EU-compliant. Ideal for marketers
- Plausible - Simple and lightweight but less advanced event tracking
- Matomo (Self-hosted) - Powerful but requires more technical setup
For a detailed comparison, see Glass vs Plausible or Glass vs Google Analytics.
Conclusion: Is It Time to Ditch Google Analytics?#
If you operate in or serve users in the EU, Google Analytics is effectively illegal unless you're implementing complex legal workarounds - which still may not hold up under scrutiny. Rather than gamble with compliance, consider a privacy-friendly solution designed for the post-GDPR world.
Want privacy-focused, powerful analytics? Try Glass Analytics today and get actionable insights without compromising data privacy.
Disclaimer#
Not legal advice. You should always check carefully what your privacy obligations are.
