Google Analytics is one of the most widely used tools for website analysis. However, in times of GDPR, TTDSG and growing data protection awareness, many website operators are asking themselves: Do I really need the tool - or is it safer to switch it off? Caution is advised, especially for websites with visitors from the EU. Without valid consent and when data is transferred to third countries such as the USA, there is a risk of legal problems. But it's not just about data protection Page load times can be impaired by analytics scripts. Those who prioritise performance and data protection should consider deactivation or data protection-friendly alternatives.
How can Google Analytics be deactivated?
For visitors
If you as a user do not want your data to be collected by Google Analytics, you have the following options:
- Browser add-on from Google: The official opt-out add-on prevents data collection by Analytics.
- Block tracking: Many modern browsers offer options for blocking third-party cookies and tracking scripts.
For website operators
If you operate a website yourself, you can deactivate Google Analytics on several levels:
- Remove tracking code: Delete all Google Analytics snippets (e.g. gtag.js or analytics.js) from the source code of your page.
- Customise Tag Manager: If you use Google Tag Manager, deactivate the associated tags there or make them dependent on consent.
Check content banner: Make sure that Analytics is only activated after explicit consent - this is a must under the GDPR.
Instructions: Deactivate Google Analytics (for website operators)
If you manage your website yourself and want to deactivate Analytics completely, follow these steps:
- Identify analytics integration
Find out where the code is integrated - e.g. in the WordPress theme, a plugin or in Google Tag Manager. - Remove tracking code or deactivate tags
Delete the code from the area of your page or switch off the triggers in the Tag Manager. - Customise cookie banner
Remove the reference to Google Analytics from your content banner or adjust it accordingly. - Check and delete old data
Consider whether you should delete or archive data already collected in your Analytics account - especially with regard to the GDPR. - Update documentation & data protection page
Document your changes and adapt your privacy policy. This way you are on the safe side legally.
Legal basis: GDPR, TTDSG & Schrems II
The General Data Protection Regulation (GDPR) requires clear consent for the processing of personal data - and this is precisely where the use of Google Analytics often fails.
- TTDSG (Germany): Supplements the GDPR and regulates the use of cookies and tracking technologies.
- Schrems II judgement: The ECJ judgement overturned the Privacy Shield for data transfers to the USA - a further blow for tools such as Google Analytics.
? By switching off Google Analytics, you reduce legal risks and regain control over data collection on your website.
Alternatives to Google Analytics
Still want to know how your website is performing? No problem - there are Data protection-friendly toolsthat are GDPR-compliant and are usually hosted in Europe. One example: Trackboxx.
Advantages of Trackboxx & Co:
- Hosting in Germany or the EU
- No cookie banner necessary
- Reduced data collection, anonymised
- Simple dashboards for basic metrics
Disadvantages:
- Less detailed reports than Google Analytics
- Familiarisation necessary if you are used to GA
Other alternatives that you can take a look at:
- Matomo (self-hosted or cloud)
- Plausible analytics
- Fathom Analytics
- Simple Analytics
? All Google Analytics alternatives in comparison
Frequently asked questions (FAQ)
Is it legal to use Google Analytics without consent?
No, according to the GDPR and TTDSG, this is not permitted - you need the active consent of the user.
What happens if I simply delete Analytics?
The tracking code will then no longer send any data. But don't forget to update the privacy policy accordingly.
What do I do with existing data in the Analytics account?
Depending on the case, you should archive or delete them - especially if they were collected without valid consent.
Conclusion: Deactivate yes - but with a plan
Switching off Google Analytics can be a sensible decision - for data protection, performance or ethical reasons. The important thing is that you take a structured approach:
- Remove tracking code
- Customise content banner and privacy policy
- Thinking about alternatives
Tools such as Trackboxx or Matomo in particular continue to provide you with valuable insights - without legal risk and with more transparency towards your users.
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