Website Analytics Compliance: Stay Compliant Without Losing Analytics Tracking
Many companies struggle to achieve the perfect balance between website analytics compliance and providing transparency to visitors all...
Many companies struggle to achieve the perfect balance between website analytics compliance and providing transparency to visitors all without losing tracking analytics on user behavior. Recently, Google announced an updated timeline for Chrome to phase out third-party cookies in 2023. As the most widely used web browser, this becomes one of the main concerns for website owners as they determine how to survive in a cookieless world.
What is Website Analytics?
Any website has the ability to have tracking analytics setup that records and monitors data such as how many users visit and what they click on. Many industries, like advertisers and publishers, use this information to analyze conversion rates of their ad campaigns.
Essentially, website analytics is the collection, reporting, and analysis of website data. Web analytics tracking aggregates information from different sources that may not mean much separately but when combined provide website owners insights into their audiences like how to target them for relevant items and to provide a better user experience.
Website analytics tools can help you gather that data and provide basic metrics and charts. The most popular website analytics tracking tool is Google Analytics
How to Achieve Website Analytics Compliance
One of the most common ways websites track, process, analyze, and share user data is through cookies. However, many privacy regulations such as the GDPR and CCPA have strict rules on how and when a site should be collecting this information as well as increasing transparency with users.
GDPR Analytics Compliance
The General Data Protection Regulation, GDPR, sets forth many requirements for website compliance. An important part of the GDPR is ensuring websites specifically ask for and gain consent from users before they drop any analytics cookies and process personal data. The scope of the GDPR requires not just companies in Europe, but any website that collects and processes the personal data of EU users, to comply with the law and consent requirements.
Additional key GDPR requirements to incorporate into how you use website analytics:
- Granular Consent – you must allow users the ability to allow some cookies rather than others and not be forced to consent to all or none.
- Freely Given – consent must be specific, informed and unambiguous on a voluntary basis and not forced. For example, cookie walls are not compliant.
- Right to Withdraw – websites must ensure consent is as easy to withdraw as it was to obtain.
- Security – consent must be securely stored as legal documentation
- Consent Timeline – consent must be renewed at least once per year but some local guidelines recommend more frequent renewal.
Balancing Analytics Tracking, Transparency & Compliance
With the increase focused by users on how companies process their personal data, trust and transparency will become key differentiators for how companies create a sustainable competitive advantage in the future of privacy. However, there’s no doubt that providing users an option to be tracked or not, will cause many users will decline.
This causes many websites to believe they must choose, or try to strike a balance between protecting user privacy and sacrificing valuable website analytics. Many tools and resources are being created and tested to combat this issue.
Google Conversion Modeling
Google’s Conversion Modeling is a tool within its Consent Mode solution that will only become more essential in a world without third-party cookies and other analytics tracking technologies. Google’s Conversion Modeling’s fundamental function is to bridge the gap between cookie consent choices and analytics tracking.
The Conversion Modeling tool uses machine learning to quantify the impact of marketing activities when a subset of conversions can’t be observed. For example, if a user declines analytics tracking, the tool activates a modeling technique that can feed algorithms that make use of historical trends that can accurately validate and inform measurement.
Conversion Modeling uses only reporting on aggregated and anonymized data to provide accurate measurements. Allowing, websites to create a fully, privacy-centric vision of customer behaviors and ensures performance from analytics tracking doesn’t deteriorate.
CookiePro Helps Achieves Website Analytics Compliance
CookiePro helps websites use analytics and tracking technologies in a way that is compliant with global regulations. This is done by:
- Scanning Your Website – Gain an understanding of all the hidden cookies and other tracking technologies on your website. Once you scan a domain with CookiePro’s free website scanner, you can easily categorize these cookies based on function (strictly necessary, performance, functional, targeting.)
- Creating a Cookie Banner – Provide a banner and preference center based on the cookies your site uses and give your users the option to opt-in or select which individual cookies they are okay with.