As you probably already know, if your website or mobile app uses Google Analytics, you definitely need to have a Privacy Policy where you disclose the use of Google Analytics, and how it collects and processes data.
Using the remarketing feature of Google Analytics entails additional information obligations within the privacy policy. These obligations are fully described in the Policy requirements for Google Analytics Advertising Features guide.
Here are the most relevant parts:
If you’ve enabled any Google Analytics Advertising features, you are required to notify your visitors by disclosing the following information in your privacy policy:
- The Google Analytics Advertising Features you’ve implemented.
- How you and third-party vendors use first-party cookies (such as the Google Analytics cookie) or other first-party identifiers, and third-party cookies (such as Google advertising cookies) or other third-party identifiers together.
- How visitors can opt-out of the Google Analytics Advertising Features you use, including through Ads Settings, Ad Settings for mobile apps, or any other available means (for example, the NAI’s consumer opt-out).
We also encourage you to point users to Google Analytics’ currently available opt-outs for the web.
European Union user consent policy
When using Google Analytics Advertising Features, you must also comply with the European Union User Consent Policy.
Interest-based advertising
If you’ve enabled interest-based advertising, including Remarketing, with Google Analytics in connection with other Google services, you must follow the policies applicable to those Google services (like the Google Ads Policy for Personalized advertising and its sensitive category restrictions, and the Platform Program Policies).
If you use Google Analytics to collect sensitive information about your visitors, as described in the Google Ads sensitive category restrictions, you may not use Google Analytics to collect data for the purpose of interest based advertising.
In short, Google asks you to:
There are, however, specific additional requirements which apply when using Google Analytics’ enhanced advertising features such as Remarketing; Google Display Network Impression Reporting; Demographics and Interest Reporting; integrated services that require Google Analytics to collect data for advertising purposes (including the collection of data via advertising cookies and identifiers); and the User-ID feature.
We suggest that you also take a look at Google’s European Union User Consent Policy. This Google policy lists additional requirements specific to how you must handle data and consents of end users based in the European Economic Area, and compliance with it is vital. Google states:
If your agreement with Google incorporates this policy, or you otherwise use a Google product that incorporates this policy, you must ensure that certain disclosures are given to, and consents obtained from, end users in the European Economic Area. If you fail to comply with this policy, we may limit or suspend your use of the Google product and/or terminate your agreement.
Meeting the requirements of Google’s EU Consent Policy and the related EU regulations is a simple two-part process involving both the Privacy and Cookie Policy Generator and the Privacy Controls and Cookie Solution.
With 1700+ available clauses, our privacy and cookie policies contain all elements commonly required across many regions and services, while applying the strictest standards by default – giving you the option to fully customize as needed.
With our generator you can quickly set up the privacy and cookie policy you need for your website. Start generating a privacy policy and, among the services available, search for:
The service formerly known as Display Advertising extension for Google Analytics has been turned into two separate services:
The Google Analytics clause is available for free, while other services require a Pro License.
For example, if you define your remarketing lists via Google Analytics and run the campaign via Google Ads, you would add Google Analytics Advertising Reporting Features, Google Analytics Demographics and Interests reports, Remarketing with Google Analytics and Google Ads Remarketing to your iubenda privacy policy.
Read the guide on How to Generate a Privacy Policy here.
Our cookie consent management solution allows you to:
To help advertisers manage cookies for analytics and advertising purposes, Google has introduced Consent Mode, a feature that allows you to avoid prior blocking for Google Analytics and Google Ads (including Google Ads Conversion Tracking and Remarketing).
Learn how to implement it with our Privacy Controls and Cookie Solution.
