Google is changing their Analytics policies: Here's what to know

Users discovered, via email, that Google Analytics is changing its data retention policies. The email was slightly confusing to individuals who just check their number of visitors; many individuals had Google Analytics installed by their website developer or an SEO agency.

GDPR

The email mentions a new law, the General Data Protection Regulation (GDPR), which takes effect on May 25, 2018. The GDPR is a sweeping data protection law in the EU to protect all EU citizens. The law applies to organizations outside of the EU that hold EU citizen's personal data. If you collect personal information from EU citizens as part of your business, become familiar with the GDPR. There are hefty fines for not being in compliance.

GDPR and Google Analytics

Google Analytics data retention options include 14, 26, 38 and 50 months, plus a Do Not Automatically Expire setting. Webmasters are wondering why they shouldn't select the Do Not Automatically Expire setting in the admin property control tab. People are also wondering if this option will go away after May 25, 2018. Since Google is allowing Analytic's users to set their own data retention policies, you can choose the Do Not Automatically Expire setting.

GDPR and Google

The GDPR effects Google; they have to make changes to the way the company collects data from EU citizens, as the way they store it. Google does have data centers in the EU; people are wondering if the will be used exclusively for data from EU citizens.

They GDPR raises many questions. What if someone lives in an EU country, but they are not a citizen of an EU country, will the GDPR apply to them? While it appears that the GDPR does not apply to Google Analytics users, however, anyone who collects data from individuals in the EU should consult any attorney to make sure they will be in compliance. For more information click here https://www.reddit.com/r/SEO/comments/8bqm7f/withgoogleanalyticschangingtheir_data/.