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.bar{height:26px;display:flex;align-items:center;gap:6px;padding:0 12px;background:#EEF2F0;border-bottom:1px solid var(--border);}#dt-page .tcta-frame .bar i{width:8px;height:8px;border-radius:50%;background:#C9D3CE;}#dt-page .tcta-frame img{display:block;width:100%;height:auto;}#dt-page .tcta-cap{margin-top:10px;font-family:'IBM Plex Mono',ui-monospace,monospace;font-size:10.5px;letter-spacing:.06em;text-transform:uppercase;color:#8FA69A;}@media (max-width:900px){#dt-page .tcta{grid-template-columns:1fr;padding:32px 24px 0;gap:28px;}#dt-page .tcta-shot{margin:0 -24px 0 0;}#dt-page .tcta-frame{width:100%;}}@media (max-width:600px){#dt-page .tcta h2{font-size:23px;}#dt-page .tcta-more{grid-template-columns:1fr;}#dt-page .tcta-btn{width:100%;justify-content:center;}}#dt-page .definition .def-text{font-size:16px;line-height:1.55;}<\/style><div id=\"dt-page\" class=\"dt-page\"><section class=\"pc-head\"><div class=\"wrap\"> <nav class=\"breadcrumb\" aria-label=\"Breadcrumb\"><ol><li><a href=\"\/en\/\">Home<\/a><\/li><li><a href=\"https:\/\/datatrue.com\/en\/resources\/\">Resources<\/a><\/li><li><a href=\"https:\/\/datatrue.com\/en\/resources\/tags\/\">Tag Management<\/a><\/li><li aria-current=\"page\">Google Analytics (GA4)<\/li><\/ol><\/nav><div class=\"head-grid hv2 case-hero\"><div class=\"head-title\"> <span class=\"eyebrow\"><span class=\"dot\"><\/span>Tag Management <span class=\"sep\">\/<\/span> Tag privacy profile<\/span> <h1>What Data Does Google Analytics (GA4) Collect?<\/h1> <p class=\"byline\"><span class=\"by-who\">DataTrue Team<\/span><span class=\"by-sep\"><\/span><span>September 2026<\/span><\/p> <\/div><div class=\"head-media\"><div class=\"prof-glance\" aria-labelledby=\"glance-h\"> <div class=\"pg-head\"><p class=\"pg-k\" id=\"glance-h\">At a glance<\/p><p class=\"pg-name\">Google Analytics (GA4)<\/p><\/div> <div class=\"pg-risk medium\"><p class=\"pg-rk\"><span>Privacy risk<\/span><a href=\"#privacy-risk\">Why Medium?<\/a><\/p><span class=\"risk medium lg\" role=\"img\" aria-label=\"Privacy risk: Medium\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">Medium<\/span><\/span><\/div> <dl> <div class=\"pg-row\"><dt>Category<\/dt><dd>Analytics<\/dd><\/div> <div class=\"pg-row\"><dt>Sends data to<\/dt><dd>Google<\/dd><\/div> <div class=\"pg-row\"><dt>Still in use?<\/dt><dd>Yes, widely (GA4)<\/dd><\/div> <div class=\"pg-row\"><dt>Collects hashed PII?<\/dt><dd><span class=\"yn-mark n\" aria-hidden=\"true\">&minus;<\/span>Only if you activate user-provided data collection<\/dd><\/div> <div class=\"pg-row\"><dt>DataTrue detects it as<\/dt><dd><code>Google Analytics - GA4<\/code> <\/dd><\/div> <\/dl><\/div><\/div><div class=\"head-rest\"><div class=\"head-lead\"><div class=\"definition\" id=\"definition\"><p class=\"def-kicker\">Summary<\/p><p class=\"def-text\"><strong>Google Analytics 4 (GA4)<\/strong> is Google&#8217;s analytics platform. According to W3Techs (September 2026), Google Analytics runs on about 47% of websites. It collects device and browser data, geographic data, and what visitors do on your site, and it mainly uses first-party cookies. Google states it does not log or store IP addresses. Its privacy risk is medium.<\/p><\/div><\/div><\/div><\/div><\/div><\/section> <div class=\"wrap\"><div class=\"prof-grid no-aside\"><article class=\"prose\"> <h2 id=\"what-is-google-analytics\">What is Google Analytics?<\/h2><p>Google Analytics measures traffic and behavior on websites and apps. GA4, the current version, replaced Universal Analytics and is built around events rather than pageviews and sessions.<\/p><h2 id=\"what-does-google-analytics-collect\">What does Google Analytics collect?<\/h2><p>GA4 collects device and browser information, geographic data, and on-site activity, and it mainly uses first-party cookies. Google states that when collecting data, &#8220;Google Analytics does not log or store IP addresses,&#8221; though the IP is used in transit to derive coarse location. On mobile apps it collects an app-instance identifier instead of a cookie. GA4 does not collect hashed user-provided data, such as email addresses, unless you activate user-provided data collection.<\/p><h2 id=\"where-does-the-data-go\">Where does the data go?<\/h2><p>To Google, where it is processed into the reports in your Analytics property. Settings such as Google signals and data sharing control how Google may use your Analytics data. Google signals adds cross-device and demographic data for signed-in users who have Ads Personalization on.<\/p><figure class=\"r1-fig r1-diagram\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/D03.png\" alt=\"A tag on a product page builds a request with the page, referrer and a cookie ID, and sends it to a third-party server.\" width=\"960\" height=\"400\" loading=\"lazy\"><\/figure><h2 id=\"with-and-without-consent\">With and without consent<\/h2><p>GA4 can fire on page load, before a visitor consents, unless it is gated. Google Consent Mode changes how GA4 behaves before and after consent. In basic consent mode, Google tags send nothing until the visitor consents. In advanced mode they send cookieless pings when consent is denied, which Google uses for modeling. What your GA4 actually sends in each state depends on your Consent Mode and configuration.<\/p><h2 id=\"privacy-risk\" class=\"risk-h2\"><span>Privacy risk:<\/span><span class=\"risk medium lg\" role=\"img\" aria-label=\"Privacy risk: Medium\"><span class=\"risk-meter\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/span><span class=\"risk-label\">Medium<\/span><\/span><\/h2><p>GA4 rates medium. It collects a broad set of behavioral data, but Google states it does not store IP addresses, it mainly uses first-party cookies, and it does not collect hashed personal data unless you activate user-provided data collection. The counterweight is that the data goes to Google, where settings such as Google signals and data sharing control how Google may use it. In 2022, data protection authorities in Austria, France and Italy found specific Google Analytics set-ups unlawful because EU data went to the US without adequate protection. The EU-US Data Privacy Framework (July 2023) restored a basis for these transfers. The EU General Court upheld it in September 2025, and that ruling is under appeal. Whether your GA setup is compliant depends on your configuration and region. See the Privacy &amp; Compliance resources for the legal question.<\/p><p class=\"risk-note\">Privacy risk is rated on four factors: breadth and sensitivity of data collected, hashed PII, third-party sharing and reach, and documented enforcement or litigation exposure. It is a data-and-exposure read to help prioritize what to check, not a legal determination.<\/p><h2 id=\"is-google-analytics-still-in-use\">Is Google Analytics still in use?<\/h2><p>Yes. According to W3Techs (September 2026), Google Analytics runs on about 47% of websites and is by far the most used traffic analysis tool. GA4 is the current version: standard Universal Analytics properties stopped processing data on July 1, 2023.<\/p><h2 id=\"how-datatrue-detects-google-analytics\">How DataTrue detects Google Analytics<\/h2><p>DataTrue recognizes it as the Google Analytics &#8211; GA4 tag type. Coverage tests find it across your site, and Simulation tests read the events and parameters it sends at each step and in each consent state, which shows whether it is firing before consent and what it reports. For how this works in the product, see the <a href=\"\/en\/platform\/web-analytics-testing\/\">Web Analytics Testing<\/a> page.<\/p><figure class=\"r1-fig r1-shot\"><div class=\"r1-crop\" style=\"max-width:912px\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/journey-simulation-payload-crop.png\" alt=\"A DataTrue journey test reading what a GA4 page view sent: the event name, page name and measurement ID each pass their checks.\" width=\"912\" height=\"595\" loading=\"lazy\"><\/div><\/figure><div class=\"detect-card\"><span class=\"dc-k\">Tag type<\/span><span class=\"tagtype\">Google Analytics &#8211; GA4<\/span><\/div> <section class=\"faq-block\" aria-labelledby=\"questions\"><h2 id=\"questions\">Questions<\/h2><div class=\"faq-list\"><details class=\"faq-item\" open><summary>What data does Google Analytics collect?<\/summary><p>Device and browser data, geographic data, and on-site activity. It mainly uses first-party cookies on websites and an app-instance ID in apps.<\/p><\/details><details class=\"faq-item\"><summary>Does Google Analytics collect IP addresses?<\/summary><p>Google states that when collecting data, GA4 does not log or store IP addresses. The IP is used in transit to derive coarse location.<\/p><\/details><details class=\"faq-item\"><summary>Does Google Analytics collect personal data?<\/summary><p>It can. GA4 collects cookie IDs and behavioral data, and under the GDPR, IP addresses and cookie IDs can be personal data because combined with other information they can single a person out. Google&#8217;s own policies prohibit sending personally identifiable information, such as email addresses or phone numbers, to Google Analytics. Whether your setup is compliant is a separate legal question.<\/p><\/details><details class=\"faq-item\"><summary>Is GA4 a privacy risk?<\/summary><p>Medium. Google states it does not store IP addresses, and GA4 collects hashed personal data only if you activate user-provided data collection. But the data goes to Google, and some EU regulators have ruled specific GA transfers to the US unlawful. The EU-US Data Privacy Framework (July 2023) restored a basis for these transfers. The EU General Court upheld it in September 2025, and that ruling is under appeal.<\/p><\/details><\/div><\/section> <p class=\"risk-note\"><strong>Sources:<\/strong> Safeguarding your data (GA4), support.google.com\/analytics\/answer\/6004245.<\/p> <\/article> <\/div><\/div> <section class=\"band alt\" aria-labelledby=\"related\"><div class=\"wrap\"><div class=\"section-head\"><h2 id=\"related\">Related<\/h2><\/div><div class=\"tile-grid\"><a class=\"tile\" href=\"https:\/\/datatrue.com\/en\/resources\/tags\/what-your-tags-collect\/\"><span class=\"t-label\">Reference<\/span><h3>What Your Tags Actually Collect<\/h3><\/a><a class=\"tile\" href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/is-google-analytics-hipaa-compliant\/\"><span class=\"t-label\">Privacy &amp; Compliance<\/span><h3>Is Google Analytics HIPAA compliant?<\/h3><\/a><a class=\"tile\" href=\"https:\/\/datatrue.com\/en\/resources\/privacy-compliance\/is-google-analytics-gdpr-compliant\/\"><span class=\"t-label\">Privacy &amp; Compliance<\/span><h3>Is Google Analytics GDPR compliant?<\/h3><\/a><a class=\"tile\" href=\"https:\/\/datatrue.com\/en\/resources\/analytics\/data-accuracy\/\"><span class=\"t-label\">Guide<\/span><h3>Data accuracy<\/h3><\/a><a class=\"tile\" href=\"\/en\/platform\/web-analytics-testing\/\"><span class=\"t-label\">Platform<\/span><h3>Web Analytics Testing<\/h3><\/a><\/div><\/div><\/section> <section class=\"tcta-band\"><div class=\"wrap\"><div class=\"tcta\"> <div class=\"tcta-copy\"><span class=\"eyebrow on-dark\"><span class=\"dot\"><\/span>30-day free trial<\/span><h2>Know what your tags send, page by page<\/h2><p class=\"tcta-sub\">DataTrue runs real journeys on your site and checks each tag&#8217;s data against what you expect, field by field. A missing event or a wrong value shows up in a test before it reaches a report.<\/p> <div class=\"tcta-k\">What DataTrue checks<\/div><ul class=\"tcta-list\"><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Every page, with coverage scans<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Scheduled runs, with alerts when a result changes<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Full journeys, like checkout and signup, in each consent state<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>What each tag sent, field by field<\/li><\/ul> <div class=\"tcta-k\">Also in the full platform<\/div><ul class=\"tcta-more\"><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>PII detection with test personas<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>iOS and Android app testing<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Pre-publish testing for GTM and Adobe Tags<\/li><li><svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3.5 8.5l3 3 6-7\" stroke=\"currentColor\" stroke-width=\"1.8\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>REST API, plus Slack and Jira alerts<\/li><\/ul> <div class=\"tcta-act\"><a class=\"tcta-btn\" href=\"https:\/\/datatrue.com\/en\/start-free-trial\/\">Start a free 30-day trial <svg viewBox=\"0 0 16 16\" fill=\"none\" aria-hidden=\"true\"><path d=\"M3 8h10M9 4l4 4-4 4\" stroke=\"currentColor\" stroke-width=\"1.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/a><span class=\"tcta-g2\"><span class=\"stars\">\u2605\u2605\u2605\u2605\u2605<\/span> <strong>4.6\/5<\/strong> on G2<\/span><\/div> <p class=\"tcta-fine\">The full platform, every feature, free for 30 days.<\/p><\/div> <div class=\"tcta-shot\"><div style=\"width:100%\"><div class=\"tcta-frame\"><div class=\"bar\"><i><\/i><i><\/i><i><\/i><\/div><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/09\/journey-simulation-payload.png\" alt=\"A DataTrue journey step reading what a GA4 page view sent, with each property checked\" width=\"1402\" height=\"876\" loading=\"lazy\"><\/div><div class=\"tcta-cap\">A journey step checking what a GA4 tag sent<\/div><\/div><\/div> <\/div><\/div><\/section> <script> (function(){var links=[].slice.call(document.querySelectorAll('.toc a'));if(!links.length||!('IntersectionObserver' in window))return; var map={};links.forEach(function(a){map[a.getAttribute('href').slice(1)]=a;}); var io=new IntersectionObserver(function(es){es.forEach(function(e){if(e.isIntersecting){links.forEach(function(l){l.classList.remove('active')});var a=map[e.target.id];if(a)a.classList.add('active');}})},{rootMargin:'-10% 0px -75% 0px'}); Object.keys(map).forEach(function(id){var el=document.getElementById(id);if(el)io.observe(el);});})(); <\/script><\/div><script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What data does Google Analytics collect?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Device and browser data, geographic data, and on-site activity. 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Yes, widely (GA4) Collects hashed PII? &minus;Only if you activate user-provided data collection [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"parent":227803,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-227785","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Data Does Google Analytics (GA4) Collect? | DataTrue<\/title>\n<meta name=\"description\" content=\"Google Analytics 4 collects device, geographic, and on-site activity data using first-party cookies. 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