How European Rulings Imperil Flagship Google Product


More than half of the world’s websites use Google Analytics to help their owners understand the behavior of users.

The software, which deploys cookies to track user behavior, costs nothing in cash terms — though the vast trove of data helps to fuel Google’s massive profits.

However, in 2020 the framework overseeing how personal data is transferred from the EU to US was struck down by EU judges over concerns about snooping by US spy agencies.

Activists have since filed dozens of cases with regulators in Europe arguing that the tool breaches the fundamental rights of EU nationals.