Google Analytics is now illegal in Austria

Austrian's DPA has recently ruled against use of Google Analytics.

In January 2022, the Austrian Data Protection Authority has ruled that Google Analytics is illegal in accordance with Austrian privacy laws.

The ruling effectively determines data collection from Austrian authorities by Google Analytics is illegal. Other vendors such as Facebook would also be breaking Austrian law.

Google Analytics 360 clients can delegate data storage locations. Standard customers should ensure anonymized IP function is in place.

Alternatives to consider include Adobe Analytics and privacy-conscious solutions such as Matomo.