What Type of Data Should Not Be Collected in Google Analytics?


Larry Thompson

Google Analytics is a powerful tool that provides valuable insights into website traffic and user behavior. However, it’s essential to ensure that only necessary and relevant data is collected to respect user privacy and comply with legal requirements. In this article, we will explore what type of data should not be collected in Google Analytics.

Personally Identifiable Information (PII)

One of the most crucial considerations when using Google Analytics is to avoid collecting personally identifiable information (PII). This includes any data that can identify an individual, such as names, email addresses, phone numbers, or social security numbers. Collecting PII without proper consent can lead to severe privacy violations and legal consequences.

Important: It is worth noting that PII regulations vary depending on the country or region you operate in. Make sure to comply with local laws and regulations regarding the collection and handling of personal information.

Sensitive Personal Information

In addition to basic PII, sensitive personal information should also be avoided when collecting data in Google Analytics. This includes data such as financial information, health records, racial or ethnic origin, religious beliefs, sexual orientation, or political affiliations.

Note: Collecting sensitive personal information can not only breach privacy regulations but can also lead to significant reputational damage for your organization.

Login Credentials

Avoid collecting login credentials or any other form of authentication information through Google Analytics. This includes usernames, passwords, access tokens, or session identifiers. Storing such sensitive information in analytics tools poses a significant security risk and undermines the trust of your users.

Credit Card Details

Never collect credit card details through Google Analytics or any other analytics platform. Credit card numbers are highly sensitive and subject to strict PCI-DSS (Payment Card Industry Data Security Standard) compliance requirements. Storing credit card information in analytics tools is not only unnecessary but also exposes your organization to potential data breaches and legal liabilities.

Children’s Information

Do not collect any data from individuals under the age of 13 without explicit parental consent, especially if you are subject to regulations such as the Children’s Online Privacy Protection Act (COPPA) in the United States. Google Analytics should not be used to track or collect data from children.


  • Avoid collecting personally identifiable information (PII).
  • Avoid collecting sensitive personal information.
  • Avoid collecting login credentials or any other form of authentication information.
  • Never collect credit card details through Google Analytics.
  • Do not collect data from individuals under the age of 13 without explicit parental consent.

By adhering to these guidelines, you can ensure that your use of Google Analytics respects user privacy, complies with legal requirements, and maintains the trust of your website visitors. Remember, responsible data collection is essential for building a reliable and secure online presence.

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