Privacy controls in Google Analytics

Site and/or app owners using Google Analytics and Google Analytics for Firebase (aka “customers”) may find this a useful resource, particularly if they are businesses affected by the European Economic Area’s General Data Protection Regulation (GDPR), or other similar regulations.

For additional information, refer to Safeguarding your data.

In this article:

Disable Analytics data collection (app)

You can programmatically disable data collection from Android and iOS apps that use the

Learn more about the data that Google Analytics and Google Analytics for Firebase collect.

Disable Analytics data collection (web)

You can programmatically disable data collection from

Users of your website can also opt out from data collection using the Google Analytics opt-out browser add-on.

Disable collection of granular location and device data

You have the option to enable/disable the collection of granular location-and-device data on a per-region basis. Analytics collects this data by default. If you disable this data collection, Analytics does not collect the following data:

  • City
  • Latitude (of city)
  • Longitude (of city)
  • Browser minor version
  • Browser User-Agent string
  • Device brand
  • Device model
  • Device name
  • Operating system minor version
  • Platform minor version
  • Screen resolution

If you edit the settings and disable collection for a region, then Analytics maintains any historical data that you've collected but no additional data is collected from the time of the change forward.

Learn more

If you disable the collection of granular location and device data for a region, then modeled-key events volume is significantly reduced for that region. Downstream key event modeling and reporting in linked Google Ads and Search Ads 360 accounts is also impacted.

Redact email addresses and user-defined URL query parameters

You can configure your web data streams to perform client-side text redaction of email addresses and user-defined URL query parameters.

Learn more about Data redaction.

Disable collection of Google signals data

When you activate Google signals, you have the option to enable or disable collection of those signals on a per-region basis. If you edit Google-signals settings and disable collection for a region, then Analytics maintains any historical data that you've collected but no additional data is collected from the time of the change forward. If you disable collection of Google-signals data, you will not have access to remarketing lists based on third-party advertising identifiers, advertising reporting features, or demographics and interests.

Learn more

If you deactivate Google signals, then remarketing based on third-party advertising identifiers is not available for the impacted regions. Downstream key event modeling and reporting in linked Google Ads accounts is also impacted.

Disable advertising features (app)

You can programmatically disable collection of data for advertising features from Android and iOS apps that use the:

Learn more about the data that Google Analytics and Google Analytics for Firebase collect.

Disable advertising features (web)

You can programmatically disable collection of data for advertising features from:

Disable advertising personalization (app)

You can programmatically disable advertising personalization for data from Android and iOS apps that use the Google Analytics for Firebase SDK (instructions).

Learn more about the data that Google Analytics and Google Analytics for Firebase collect.

Disable advertising personalization (web)

You can programmatically disable advertising personalization for data from: