Google Analytics GDPR compliance measures

In June 2026 Google outlined its advertising and analytics services, explaining how Google Ads runs auctions across its properties and how Google Analytics collects site‑traffic data using cookies and anonymised IP addresses, noting reliance on the EU‑US Privacy Shield framework.

By late July 2026 Google announced a new proxy system, My Agile Pixel, for Analytics. The proxy replaces identifiers such as IP addresses with anonymous tokens before any data leaves the European Economic Area, addressing GDPR concerns that simple anonymisation is insufficient and ensuring that only non‑identifiable data is transferred outside the EU.

Reports on 23 July and 30 July 2026 reiterated that the system is operated by Google Ireland Limited and that My Agile Pixel substitutes IP addresses and other personal identifiers with anonymous tokens before any transfer outside the EEA, confirming that data sent to the United States is no longer considered personal under GDPR.

On 30 July 2026 disclosures from several Italian websites showed they embed Google Analytics alongside third‑party services such as LinkedIn, Microsoft Clarity, YouTube, Vimeo and Hotjar. The sites state that personal data are replaced by anonymised identifiers before any cross‑border transfer to the United States or Malta, mirroring the token‑based approach of My Agile Pixel and illustrating broader adoption of Google’s GDPR‑focused proxy.