Privacy policy clauses for Google Universal Analytics (legacy)
Google Universal Analytics (legacy) was a web analytics service that tracked visitor behavior, including pages visited, session duration, and device information. Websites used it to understand traffic patterns and user engagement. Google sunset this service in July 2023, replacing it with Google Analytics 4.
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What data Google Universal Analytics (legacy) collects
Your privacy policy must disclose each of the following data types when you use Google Universal Analytics (legacy).
When does Google Universal Analytics (legacy) trigger privacy obligations?
Installation triggers immediate data collection
The moment Google Universal Analytics (legacy) tracking code is deployed, full IP addresses, pages visited, device/browser fingerprints, session duration, and geographic location flow to Google LLC servers in the United States—*before* any user consent is obtained. The _ga, _gid, and _gat cookies are set immediately on first pageview.
