Comment by closewith
3 years ago
That’s a very common implementation of serverside GTM/GA in the EU. If you advertise, you’ll still be sending GCLIDs, though.
3 years ago
That’s a very common implementation of serverside GTM/GA in the EU. If you advertise, you’ll still be sending GCLIDs, though.
If only ad clicks send back tracking parameters (and nothing else) it might actually fall into legitimate interest.
The current issue isn't the lawful basis for the processing, as compliant companies already only use Google Analytics once they have consent. The issue is that without an adequacy decision from the EU to allow data transfers to the US, and with the global reach of US authorities thanks to the CLOUD Act, there's no way to keep personal data safe from US law enforcement.