Towards the end of Google Analytics?

In recent times, Google has constantly upgraded its solution, anonymizing IP addresses by default and adding the option of requesting data deletion, for example, to meet the challenges of the European regulation.

In addition, consent management solutions such as Tarteocitron, OneTrust or Axeptio allow users to authorize or not the deposit of a Google Analytics cookie on their devices.

So why did the CNIL take this decision?

According to the CNIL, the transfer of data outside the European zone, and in particular to the United States, does not offer users a sufficient level of data protection, and the privacy shield authorizes access to user data by American authorities.
 

This decision has a direct impact on marketers, opening up new challenges to be faced.

One of the key features of this solution is its synergy with Google tools. The audience measurement solution is integrated into a suite of tools for media campaigns, A/B testing and performance optimization, all at lower cost. Changing your audience measurement solution also means rethinking your digital ecosystem.

What are the alternatives to Google Analytics?

It's imperative to review your data collection strategy and its exploitation now within an RGPD-compliant framework. For the time being, solutions such as Matomo or AT Internet offer consent-free tools.

And, the CNIL has in fact launched an evaluation program to determine which solutions are exempt from consent.

At ARNEO, we are concerned about the impact of digital technology on both the environment and society. Our values include the need to offer a more virtuous, more responsible and more inclusive digital world.

So don't hesitate to contact us to analyze your ecosystem and identify the possibilities open to you 👉