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Today’s topic is Personally Identifiable Information, PII for short.

Google’s Terms of Service state that you may not store personally identifiable data in Google Analytics. This includes names, addresses, email addresses, IP addresses, financial data that could identify someone, government or tax ID numbers etc.

Essentially they don’t want to be responsible for a breach of data, especially if it led to legal consequences. Many countries have data security laws and there can be large fines for breaches of PII, especially if it is relating to personal information such as medical, financial, criminal or relating to children.

Google can find this data pretty easily with automated systems and can close your account if you are found to be in breach.

This is an area where it is best to just do the right thing and keep it out of your Google Analytics account in the first place.

Here’s a video where I describe the problem, common causes, and how to resolve it. Plus a cameo appearance from my cat:



If you’re about to roll out a campaign at scale and you suspect you have PII in your data, you should resolve it straight away before you are flagged as a data security risk by Google.

I do hope that is helpful to you. If you are needing help preventing PII from entering Google Analytics then please reach out to me.

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020