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GDPR and Google Analytics - What do you need to change? - YouTube
Channel: MeasureSchool
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in this video we're gonna take a look at
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what you need to change inside of your
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Google Analytics installation to become
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compliant with gdpr all the more coming
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up hey then welcome back to another
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video of measure school of comm teaching
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you the data-driven way of digital
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marketing my name is Julian and today we
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want to talk about GPR again now in our
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last videos we already talked about what
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gdpr actually is and how I prepared for
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GDP on how you could to now today we
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want to talk about a specific tool in
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this case Google Analytics so how can
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you prepare your Google Analytics
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account to be compliant with gdpr and
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privacy laws in Europe now Google
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Analytics is obviously a tracking tool
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and it's gathering data from data
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subjects such as people who come to your
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website from the EU and that's why you
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need to protect their privacy Google
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Analytics has come out with certain
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features even before the gdpr
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was actually announced to protect users
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privacy and in today's video we want to
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go through these steps that you need to
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take in order to get your google
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analytics implementation ready for gdpr
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now it's important to remember that
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there are actual levels of compliance so
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you could for example turn off Google
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Analytics completely then you definitely
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would not gather any data obviously but
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you wouldn't be able to analyze your
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user behavior on your website any more
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you could take these steps that I will
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show you in this video or leave them out
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completely and ignore gdpr which I
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wouldn't recommend now there are steps
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that you need to take that could impact
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your data quality you can mitigate these
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data quality loss a little bit but in a
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sense if you want to become fully gdpr
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compliant then you need to put these
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provisions in place so let's take a look
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at these steps so here we are in our
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Google Analytics account and we want to
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get it cheap you are ready the first
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thing that we want to check is there any
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personal identifiable information it
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goes already into this account this has
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been a big no go Terms of Service of
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Google Analytics anyways and so you want
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to make sure that you are not
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inadvertently
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tracking any personal identifiable
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information that might be an email
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address first-name and so on
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now this can happen for example if
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you're emailed to a sensor user to your
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website with a query string here and the
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email address is in the query string
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obviously Google Analytics is going to
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send over I page you to the system and
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also is going to send that information
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of the URL to the system right here and
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then it would be saved in the account
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and you would be tracking personal
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identifiable information in Google
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Analytics so if you want a spot check
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this you can go into your behavior
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reports here and the site content and
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look in the search bar if there's any
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email address with the @ symbol for
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example and if you see anything in your
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URLs could also put an in first name or
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any other identifiers that you can think
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of so the URLs and the page paths seem
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to be clear you're also not allowed to
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send us in as custom dimensions so check
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your custom dimensions as well if you
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have any personal identifiable
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information that you are sending over to
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the system now if you find that you are
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sending data over you might already be
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at risk for violating the Terms of
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Service of Google Analytics so you might
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as well start with a new account but for
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sure put in filters in place on the
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measurement side so on Google tag
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manager side where you are filtering out
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that information before it goes on to
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Google Analytics so this doesn't happen
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again all right let's go through some
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concrete steps that we need to take in
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order to get gdpr compliant
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first step being implementing the
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aluminized IP feature well an ominous IP
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feature takes out the last numbers of
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the IP address and analytics would only
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use the first digit to actually store
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and process in the data set now that
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might lead to a slight decrease of
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accuracy in terms of the geolocation at
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Google Analytics does but since this is
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considered personal identifiable
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information under new gdpr
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regulations you
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need to implement this for the
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protection of European citizens so how
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can you implement this feature it
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depends on how you have installed Google
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Analytics you need to do this on the
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tracking side so on the actual tracking
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code in Google tag manager you can go
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into your Google Analytics page you
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tagged or in your Google Analytics
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settings variable and under the more
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settings you'll be able to implement a
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field to set option and here is the
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option aluminized IP that you will set
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to true and that will analyze your IP in
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the future so just to try this out let's
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save this refresh our preview in debug
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mode go back to our page let's refresh
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that
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let's actually take our PRI out and our
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page you tagged fires now I have a
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plug-in here called the g8 debugger that
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you can install and it will give you
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some information in your developer tools
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that you can open up under view
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developer and then here developer tools
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go straight to the JavaScript console
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which I have opened here and there you
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can see what information was sent over
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to Google Analytics and here you can see
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that there was an illuminance at P
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equals true sent over so the IP address
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will be mask automatically by Google
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Analytics this is a feature that you
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need to turn on on all your page view
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and other hits that go out to Google
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Analytics now if you're not working with
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Google tag manager you might be doing
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this in your analytics j/s for this
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example you would need to implement the
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GA set option and luminize IP to true or
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if you're using the new global site tag
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you need to add to your configurations
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of your universal analytics code the
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object here with a nominal IP true so it
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will be configured in that way now once
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you have that turned on you can go to
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the next step which is disable
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advertising features now if you are
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familiar with display advertising
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features it's a feature set within
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Google Analytics that you can turn on
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that gives you first of all the ability
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to build remarketing
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audiences from your custom segments and
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also gives you some pretty interesting
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data about the users coming to your
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websites
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now this is data that is actually
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derived from different sources and
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therefore is classified as third-party
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data which you also don't want to
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connect to your Google Analytics account
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so it's safer to turn this feature
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completely off how do you do this well
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if you have it enabled on the
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server-side then that means in your
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admin section if you go to the tracking
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info here then you will see data
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collection and under these data
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collections you see the remarketing on
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and the advertising reporting features
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on these need to be turned off now I
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don't have edit rights to this account
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but that might be possible in one of my
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demo accounts here so you would turn
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this off say if this iPod has in future
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and you will be safe for gdpr our
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purposes now it might be that you have
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an older installation before google
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analytics actually allowed you to turn
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this on in the admin section where you
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had an analytics j/s code where you edit
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this little line to require these
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display advertising features now
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obviously you want to then delete this
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line so it doesn't get tracked
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specifically in your analytics j/s codes
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or in a G tag you can add this allow
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display features false and we would just
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add this to the object in our
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configuration file with a comma so
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you're not sending this display feature
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information on to Google Analytics
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anymore and obviously if you had that
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implemented in your Google tag manager
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account you might find this under the
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more settings under advertising that
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this was set to true now you can set
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this to no value set or explicitly false
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at this point once you have saved this
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we have now taken care of the display
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advertising features last but not least
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we have to talk about
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the Google Analytics cookie now a cookie
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get set when you have Google Analytics
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installed with an odd animals ID that
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gets stored in this cookie it's the
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client ID
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now gdpr is not super clear on all the
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requirements we need to take in order to
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become gdpr compliant in terms of
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cookies there has been a lot of talk
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around this but there is not yet a real
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consensus on what needs to be done if
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you want to be on the safe side you
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might want to install a cookie consent
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form that actually manages and make sure
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that you don't get tracked when the user
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doesn't explicitly consent to this
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tracking that would mean you would have
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a pop-up where there's a button and the
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user actually can read about Google
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Analytics and then also consent to the
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data being sent to Google Analytics now
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as you might have seen in my last video
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I'm holding off on what the best
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practice here is I want to give you some
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pointers if you want to install this so
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there's a great blog post by Vicki on
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tools and widgets to manage cookie
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consent different solutions out there I
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wouldn't say that I have found the one
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that I really like yet but this is a
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great overview on what kind of providers
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out there and how they are displaying
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their consent forms the important part
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would be that the user actually consents
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to you sending that data only then you
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can send over the hits to Google
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Analytics or other tools that would
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require another sets of rules triggers
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in your Google tag manager or in your
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implementation of analytics before this
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data actually gets sent so you can't
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just install the Google Analytics code
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on your website anymore you would need
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to actually have some kind of opt-in
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gate that lets the user choose if the
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information should be sent to Google
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Analytics so if you want to install one
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of these tools then I'd refer you to
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look up how this would be done for your
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situation now before I leave you to
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implement these changes in your
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analytics account I also want to mention
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that google has released a new version
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of the processing terms that you can
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send into Google and they will make a
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processing agreement with you they also
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launched a new feature which entails
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data retention so you can change when
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your data should expire and they will
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come out with a specific tool to delete
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data within your Google Analytics
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account that hasn't been released yet as
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of recording of this video now at the
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end I will also want to mention that
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this is maybe a pretty extreme step for
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you because you will lose data in your
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account you will be missing out on that
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great demographics information so how
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could you mitigate the damages that this
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makes to your data quality well you
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could take these measures that we just
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went through only for European citizens
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so if you have a broad user base all
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over the world you may only want to take
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these steps for European citizens it is
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possible to install these features based
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on the location of the user for that you
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will need a geolocation API that
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actually detects where the user is from
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at the point of him being on your
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website and then enabling showing the
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cookie consent form and humanizing his
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appeal and so on again this would add
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another technical layer to your analytic
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setup there is a API here for example
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from geo plugin that lets you look up
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where the user is currently located this
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is not something that Google tag manager
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actually provides it's not part of
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JavaScript by default so you can't look
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it up through tag manager just through
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variables for example you will need a
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third party such as this geo plug-in API
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to locate a user if you want to do that
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then I will link up some resources down
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below a great discussion I read on the
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Google tag manager forum on how to do
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that
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all right so there you have it these are
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the points that you need to take care of
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in your Google Analytics account again
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there are levels of compliance so you
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could get some data back or mitigate the
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data quality loss by putting something
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into place like geolocation where you
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only activate certain features for
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certain users who come from the European
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Union but obviously this takes a lot
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more implementation then we have done
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today
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now it's probable that there will be
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more changes to come in Google Analytics
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and the privacy laws is always a work in
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progress so we will see how the best
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practices and the lawsuits will inform
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this if there's anything new then I will
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inform you on this channel so make sure
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to subscribe and also if you want to
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find out more about gdpr we have done
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several videos on this as well one of
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them up there
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now my name is Julien til next time
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