A firm was fined $1.1 million for using Google Analytics: What’s an alternative solution?

A firm was fined $1.1 million for using Google Analytics: What’s an alternative solution?


In early July 2023, many Swedish companies were fined millions of dollars for using Google Analytics. The national privacy supervisory authority ruled that Google Analytics, a web analytics tool, violates data protection legislation. Simultaneously, they warned businesses against utilizing Google Analytics due to the risk of information tracking.

og fined 1 1 million for using google analytics

The majority of websites globally use Google Analytics to track and analyze user behavior on their websites. However, Google Analytics has recently been deemed potentially illegal for infringing on users' personal data. Failure to follow data security regulations when using Google Analytics could result in financial penalties and a negative impact on a company's reputation. As a result, it’s best to avoid tools with legal risks and instead choose an alternative solution that prioritizes privacy, improves data accuracy, and provides greater analytical effectiveness.

1. Sweden banned the use of Google Analytics

On July 3rd 2023, the Swedish Data Protection Authority (IMY) requested that four companies (CDON, Coop, Dagens Industri, and Tele2) stop using Google Analytics due to violations of the General Data Protection Regulation (GDPR) when transferring data from their websites and applications to the United States.

Prior to this, IMY received a complaint from the privacy organization NOYB regarding the aforementioned four companies' unauthorized use of Google Analytics. Following an investigation, IMY determined that the data sent by these companies to Google Analytics servers in the United States contained personal data, and that the four companies had "not implemented the necessary technical security measures to protect users in accordance with EU standards."

As a result, the regulatory agency decided to fine CDON $30,000 and Tele2 $1.1 million. Both of these companies were also required to stop using Google's web analytics tool. Coop and Dagens Industri, on the other hand, had implemented data protection measures for the transferred data and were thus not fined.

IMY's fines are a prime example of the risks and challenges that businesses face when using Google Analytics in the current landscape. This is especially true in Vietnam, where the Personal Data Protection Decree is also in effect. This decree shares many similarities with the GDPR, necessitating increased caution from businesses.

4 swedish companies were investigated fined for using google analytics

2. Google Analytics Privacy Issues

Google Analytics is a popular and free website analytics tool that helps businesses understand their website users, measure the effectiveness of marketing campaigns, and optimize website experiences. However, Google Analytics has some drawbacks and limitations, particularly in terms of data security.

One of the most serious issues with Google Analytics is that Google owns and controls all data collected from websites using this tool. This means that Google can use this data for a variety of purposes, such as improving their products and services or sharing it with third parties. This activity not only violates user privacy but also reduces the value and uniqueness of business data.

Furthermore, using Google Analytics necessitates businesses complying with data security regulations from various regions and countries. For example, businesses must take legal and technical steps to ensure that they have informed users about the use of Google Analytics and that users have complete control over their data. Noncompliance could result in severe penalties, as seen in the case of the Swedish businesses mentioned above.

using google analytics could result in financial penalties

3. AesirX Analytics: a privacy-friendly Google Analytics alternative

Analyzing a website with Google Analytics entails not only potential legal and financial risks, but it also has an impact on the company's reputation. Therefore, the best solution is to find an alternative tool for secure and effective website analysis.

There are many analysis tools available today that provide comparable or superior features to Google Analytics, but they respect user privacy and do not share data with any third parties. AesirX Analytics, provided by R Digital, is a notable example of such a tool, allowing businesses to collect data quickly, accurately, and in real-time while adhering to data protection laws in Vietnam as well as international regulations.

The unique selling point of AesirX Analytics is its Consent mode, which is designed for websites that require end user consent to collect analytical data. This model offers separate consent options for analytics and advertising, as well as the ability for users to withdraw their consent at any time.

AesirX Analytics has several notable features, including:

  • Free open-source software, consistently supported by the official developers and user community.
  • No cookies, no personal data collection, and no data sharing with third parties.
  • End users have complete control over their data and can revoke access via a user-friendly dApp. 
  • Decentralized technology which alleviates concerns for businesses about data leaks or violations.
  • Reports with real-time updates on website traffic.
  • User-friendly interface suitable for a wide range of users.
  • A completely free version is also available.

Installation procedure:

To get started with AesirX Analytics, contact R Digital for advice and support: https://r-digital.tech/aesirx-analytics#submitForm 

AesirX Analytics also provides plugins for use on WordPress and Joomla websites. You can download them from the following links:

Using Google Analytics exposes businesses to significant risks and penalties. AesirX Analytics is a better option for ensuring data security and compliance with data security regulations. With its advanced features and respect for privacy, AesirX Analytics will enable businesses to confidently analyze, improve marketing effectiveness, and safeguard data.

Learn more about AesirX Analytics' features 

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