Google Analytics and the CCPA

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Updated January 5, 2023

Concerns over consumer privacy are at an all-time high. But thankfully, there are now many legislative efforts to guarantee data subjects greater control over their online privacy—for example, the California Consumer Protection Act (CCPA). The CCPA is a list of statutes geared towards protecting the data of residents of the state of California. Although there are many statutes, right now, we’ll dive into Google Analytics and the CCPA, examining how the new laws affect businesses and consumers.


  • The CCPA sets specific rules around how businesses must comply while operating Google Analytics.
  • ClientIDs issued by Google Analytics is considered personal identification metrics under the CCPA, meaning users can request this data be disclosed or deleted.
  • To comply, businesses must maintain privacy policies and know how to respond promptly and adequately to user data requests for data erasure.

For more helpful information, we have additional articles covering many topics, including a primer on what Google ads tracking is and the difference between a Facebook pixel and Google Analytics. If you want to learn more about what your rights are under the CCPA, you can read our piece on the CCPA’s “Do-Not-Sell” rule.

Insider Tip

Businesses looking to guarantee compliance with the CCPA can use a consent management tool that scans their website and alerts them of any potential areas that may fall outside the privacy rights boundaries.

Google Analytics and the CCPA

The CCPA went into effect in 2020, but many still need to understand what it is and how it’s changing the landscape regarding their online identity. The main goal of the CCPA is to give users more control over how their data is handled.

Before, when companies had consumers give away their data, there was little a user could do to change it. They were locked in as soon as the terms and conditions were agreed to.

However, the CCPA allows users to voice their desires to keep their data private. This may sound good, but it’s only useful if you understand how it relates to the various online tools that collect your data, like Google Analytics.

Google Analytics (GA) is the most popular tool for gathering and storing user data. While GA doesn’t collect sensitive personal information (PI), it does assign ClientIDs, which place cookies on devices and track user behavior over time. As the user interacts with a website, GA builds out a profile to help optimize how ads are served.

Because of this, there are instances where users can request that their data be removed. This is because the CCPA defines ClientIDs as a type of personal information. Therefore, businesses that use GA must keep their website’s privacy measures compliant with the guidelines stipulated under the CCPA.


Companies that fail to comply with the CCPA will receive fines. Likewise, businesses may take a reputational hit if it’s discovered they aren’t following rules surrounding data privacy.

It’s essential that business study the rules surrounding GA and ensure that working systems are in place to handle any requests from their data subjects regarding erasing information.

STAT: If an organization purchases or sells PI from 50,000 or more California residents, it’s considered a business, according to the CCPA. Therefore, the organization must also follow the rules surrounding data privacy. (source)

Google Analytics and the CCPA FAQs

How is personal identification defined under the CCPA?

Personal identification is data that identifies or links a user with a real identity. This can include a home address, email address, social security number, etc.

What is the GDPR?

The GDPR is a comprehensive set of data protection and privacy laws, but they only apply to residents living within countries part of the European Union.

How is a business defined under the CCPA?

A business is an institution that either makes over $25 million or more in gross revenue or makes 50% of its annual revenue from ad sales.
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