![]() So if the last 3 digits of an IP address are removed, how does that impact geolocation data? Therefore not having an ip address stored for your visitors is a big deal. That’s useful information in terms of assessing your global reach, content requirements, and for marketing purposes – for example, measuring the impact of specific geolocation campaigns. what continent, country, city they connected from. Within Google Analytics, ip addresses are used to determine the geolocation of a visitor i.e. Rather, it’s a useful feature of Google Analytics to have for extra assurance (in a different post I explain What Is PII versus Personal Data). Note that IP address anonymization is not a panacea switch to make your website or app compliant with EU privacy laws. GA4 does still provide coarse geolocation data – essentially using the same anonymise IP method. It drops any IP addresses that it collects from EU users before logging that data via EU domains and servers. On the other hand, Google Analytics 4 does not store IP addresses. That’s good for GDPR compliance because ip data is considered PII in Europe. For example, if a visitor has a public ip of 215.113.42.184, then Google will obfuscate this to 217.115.42.0 (and all other visitor ip addresses) when it processes your Google Analytics data. As the name suggests, this simple switch drops the last 3 digits from your visitor’s IP address. If you are using Universal Analytics, a key requirement for GDPR compliance is to use the Google Analytics feature “anonymize IP”, also known as “aip”. In this post, I investigate what impact that will have on your data. In the new GA4 however, no IP addresses are stored – in fact it is no longer possible to do so. ![]() These are used to provide geolocation information about your visitors – such as which city, country, continent they connect from. Universal Analytics collects and stores visitor IP addresses by default. Anonymize IP is the Google Analytics feature used to mask IP addresses of collected data.
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