# Google Analytics privacy rating

Google's web and app analytics service (GA4) that measures traffic, events and conversions, and connects with Google Ads for audiences and ad measurement.

## Summary

Google Analytics scores 23 out of 100 (grade F) on the website analytics criteria. It meets 2 of 11 criteria: transparency report and tells users about requests. It partly meets independent audit and TLS configuration. It does not meet open source, no trackers or telemetry, no ads or data sales, security headers, no cookies, no personal data and self-hostable. It is based in the United States: Five Eyes member; subject to the US CLOUD Act. Automated tests: SSL Labs grade B and Mozilla HTTP Observatory grade C.

- Website: https://marketingplatform.google.com/about/analytics/
- Jurisdiction: United States. Five Eyes member. Subject to the US CLOUD Act.
- Platforms: Web
- Home page trackers: Google Fonts (not scored), Google Tag Manager
- Category: [Website analytics](https://privacyratings.com/web-analytics/)
- Also rated: [Gmail](https://privacyratings.com/email-providers/gmail/) (Email providers), [Gmail app](https://privacyratings.com/email-clients/gmail-app/) (Email clients), [Google Takeout](https://privacyratings.com/email-backup/google-takeout/) (Email backup tools), [Google Chrome](https://privacyratings.com/browsers/google-chrome/) (Browsers), [Google Search](https://privacyratings.com/search-engines/google-search/) (Search engines), [Google Authenticator](https://privacyratings.com/two-factor-authentication/google-authenticator/) (Two-factor authentication), [Google Messages](https://privacyratings.com/messengers/google-messages/) (Messengers), [Google Meet](https://privacyratings.com/video-calls/google-meet/) (Video calls), [Google Voice](https://privacyratings.com/virtual-phone-numbers/google-voice/) (Virtual phone numbers), [Google Public DNS](https://privacyratings.com/dns-resolvers/google-public-dns/) (DNS resolvers), [Google Cloud](https://privacyratings.com/server-hosting/google-cloud/) (Server hosting), [Chrome Remote Desktop](https://privacyratings.com/remote-desktop/chrome-remote-desktop/) (Remote desktop), [Google Keep](https://privacyratings.com/notes/google-keep/) (Notes), [Google Calendar](https://privacyratings.com/calendars/google-calendar/) (Calendars), [Google Docs](https://privacyratings.com/office-suites/google-docs/) (Office suites), [Google Forms](https://privacyratings.com/forms/google-forms/) (Forms and surveys), [Google Translate](https://privacyratings.com/translation/google-translate/) (Translation), [Google Gemini](https://privacyratings.com/ai-assistants/google-gemini/) (AI assistants), [Google Drive](https://privacyratings.com/cloud-storage/google-drive/) (Encrypted cloud storage), [Google Maps](https://privacyratings.com/maps/google-maps/) (Maps and navigation), [Google Home](https://privacyratings.com/smart-home/google-home/) (Smart home), [Google Nest Cam](https://privacyratings.com/security-cameras/google-nest-cam/) (Security cameras), [Fitbit](https://privacyratings.com/wearables/fitbit/) (Wearables and health), [Google Fit](https://privacyratings.com/fitness-trackers/google-fit/) (Fitness trackers), [Google Photos](https://privacyratings.com/photo-management/google-photos/) (Photo management)
- Grade: F (23/100)

## Criteria

| Criterion | Answer | Note | Evidence |
| --- | --- | --- | --- |
| Open source | No | Closed source. |  |
| No trackers or telemetry | No | Google's websites and the Analytics site use Google's own advertising and analytics cookies. | https://policies.google.com/privacy |
| No ads or data sales | No | Part of Google's advertising business. Analytics data can be shared with Google for its products and used with Google Ads for audiences and ad personalization. | https://support.google.com/analytics/answer/1011397 |
| Independent audit | Partial | Google Analytics is covered by Google's ISO 27001 certification, but no full audit report is public. | https://support.google.com/analytics/answer/6004245 |
| Transparency report | Yes | Publishes counts of government requests for user data and how often data is disclosed, updated twice a year. | https://transparencyreport.google.com/user-data/overview |
| Tells users about requests | Yes | Google emails the user before disclosing information unless legally prohibited or in emergencies. | https://policies.google.com/terms/information-requests |
| TLS configuration | Partial | Grade B | https://www.ssllabs.com/ssltest/analyze.html?d=analytics.google.com&hideResults=on |
| Security headers | No | Grade C (55/100+) | https://developer.mozilla.org/en-US/observatory/analyze?host=analytics.google.com |
| Modern web standards | Not tested yet | Not tested yet. |  |
| No cookies | No | Uses first-party cookies on websites and app instance IDs in apps to identify users. | https://support.google.com/analytics/answer/6004245 |
| No personal data | No | IP addresses are not stored, but cookie and user identifiers are kept, and data can be used for advertising personalization. | https://support.google.com/analytics/answer/6004245 |
| Self-hostable | No | Hosted only. |  |

Source: https://privacyratings.com/web-analytics/google-analytics/
Edit: https://github.com/privacyratings/privacyratings.com/edit/main/ratings/web-analytics/google-analytics.md