So basically, the user opens your site

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Your Google Analytics takes the COMPLETE users' browsing data, sends it to servers owned by Google and this is exactly where the IP address 1.2.3.4 becomes 1.2.xy, that is, it is anonymized. This, for the Guarantor, is a problem. So should you remove Google Analytics 3 (Universal Analytics) from your sites? It's probably the right choice to make. With all the clients we follow in consultancy, we are already switching to Google Analytics 4 in recent weeks and will gradually remove Universal Analytics from the various sites.

The difference in Google Analytics 4 is that the anonymization of IPs is native  the complete IP is not even sent to Google servers, but, and this is the critical point, other unique identifiers of the user are created in order to track its behavior. A typical example of these identifiers, fortunately Panama Telemarketing Data not activated by default on GA4, is Google Signal . Google Signal is a feature that allows Google to aggregate data on users from the site with Analytics together with data from "other sources". Here is the complete Google Signal documentation:  To date, I strongly recommend NOT activating this feature. Practically speaking, what can you do to comply and minimize the risk of a fine? Here are the possible solutions.





1. completely eliminate Google Analytics from your site (drastic solution that I have seen suggested by some lawyers) 2. use another tool for analyzing user navigation data (not only Google Analytics exists) – such as Matomo, which is open-source, free and European 3. Implement Google Analytcs 4 in server side mode , in order to create a sort of "filter" between the Italian server and that of Google in the USA and send only the minimum data that does not allow the identification of users (technical solution currently suggested by several of my colleagues) 4. Use Google Analytics 4, without Signal activated (easier solution, but with some potential risks) The "war" on Google Analytics is a real shock for anyone who has anything to do with the web.