Effective Methods to Prevent Personally Identifiable Information in Google Analytics
During a recent website audit, we encountered a concerning situation where visitor email addresses and phone numbers appeared in Google Analytics reports. This exposure of sensitive information occurred unintentionally, highlighting a common oversight many website owners face.
Collecting personally identifiable data from users presents significant challenges. It can violate privacy regulations such as GDPR, potentially resulting in substantial penalties. Additionally, it may lead to the suspension of your Google Analytics account.
The positive aspect is that preventing personally identifiable information (PII) from appearing in your analytics data is relatively straightforward with proper knowledge and implementation.
Based on extensive experience working with Google Analytics across numerous websites, we have developed reliable approaches to maintain data privacy. This guide presents practical methods to safeguard visitor information while continuing to gather valuable insights from your analytics.
Understanding Personally Identifiable Information and Its Protection Importance
Personally Identifiable Information (PII) refers to any data that can identify a specific individual. Protecting this information is essential for compliance with privacy legislation, avoiding financial penalties, and maintaining visitor trust.
Common examples of PII include:
- Complete name (including first and last)
- Email addresses
- Telephone numbers
- Residential addresses
- Payment card details
- Login credentials (usernames and passwords)
- IP addresses (when associated with individuals)
PII frequently enters Google Analytics through URL parameters. For instance, when users submit information through contact forms, that data can become embedded in subsequent page URLs.
A URL might inadvertently appear as follows, revealing user email information:
www.example.com/contact-us/thanks?email=personal@information.com.
In this example, the URL clearly displays the user's email address.
Privacy regulations like GDPR strictly govern personal data usage. Google's terms of service also explicitly prohibit PII collection.
If your analytics account is discovered capturing such information, you could face significant fines or account termination.
Beyond legal considerations, this represents a trust issue. Visitors expect their privacy to be respected, and if they perceive their data as insecure, they may seek alternatives.
With these considerations in mind, let's examine two straightforward methods for preventing PII from entering Google Analytics:
- Method 1. Utilizing a WordPress Plugin to Prevent PII in Google Analytics (Simplified Approach)
- Method 2. Manual Approach to Prevent PII in Google Analytics
- Additional Recommendations for Website Privacy Compliance
- Frequently Asked Questions About Preventing Personally Identifiable Information in Google Analytics
- Additional Resources for Analytics and Tracking Information
Let's begin exploring these methods.
Method 1. Utilizing a WordPress Plugin to Prevent Personally Identifiable Information in Google Analytics
The most straightforward approach to prevent PII from entering Google Analytics involves using the Privacy Guard functionality available in MonsterInsights, a widely recognized WordPress analytics solution.
Privacy Guard automatically examines query parameters and form submissions to identify and eliminate potential PII. This functionality assists in maintaining compliance with privacy regulations.
Step 1. Install and Activate the MonsterInsights Plugin
First, you will need a MonsterInsights account. Begin by visiting their website and selecting the appropriate registration option.
You can then proceed to choose a subscription plan. Many experienced developers recommend the Plus plan or higher, as it includes the Privacy Guard functionality.
After completing registration, install and activate the MonsterInsights plugin on your WordPress site. For detailed installation instructions, consult standard WordPress plugin installation documentation.
Step 2. Connect MonsterInsights to Your Google Analytics Account
Following activation, you must establish a connection between the MonsterInsights plugin and your Google Analytics account.
Within your WordPress administration area, navigate to Insights » Launch the Wizard to initiate setup.
Next, select the category that best describes your website.
MonsterInsights provides three primary options – business website, publisher (blog), or eCommerce (online store).
After making your selection, click 'Save and Continue' to proceed.
On the subsequent screen, select 'Connect MonsterInsights' to begin the connection process.
Follow the prompts to authenticate with your Google Analytics account.
After signing in, choose the website you wish to track from the available dropdown menu.
Click the 'Complete Connection' button. MonsterInsights will then automatically configure Google Analytics on your WordPress website.
Step 3. Enable the Privacy Guard Feature
Preventing Personally Identifiable Information (PII) from entering your tracking data can be accomplished efficiently.
With MonsterInsights'Privacy Guard, this process requires only a few simple actions.
This feature operates by automatically detecting and removing common query parameters that frequently contain sensitive data (such as email,credit_card, and password). This prevents private information from being stored within your analytics reports.
To implement this, navigate to Insights » Settings » Engagement tab.
Now, activate the 'Privacy Guard' option, and the configuration is complete.
MonsterInsights will now help protect personally identifiable information and maintain compliance with privacy regulations.
