{"id":6402,"date":"2022-09-22T16:04:49","date_gmt":"2022-09-22T14:04:49","guid":{"rendered":"https:\/\/leadmotor.dk\/?p=6402"},"modified":"2022-09-23T10:13:18","modified_gmt":"2022-09-23T08:13:18","slug":"google-analytics-bliver-ulovlig","status":"publish","type":"post","link":"https:\/\/leadmotor.dk\/en\/google-analytics-bliver-ulovlig\/","title":{"rendered":"S\u00e5 faldt hammeren: Google Analytics bliver ulovlig – Her er hvad du skal vide"},"content":{"rendered":"
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Du har m\u00e5ske, m\u00e5ske ikke, h\u00f8rt om Datatilsynets seneste udmelding per d. 21\/09 2022: <\/span>
<\/span>Google Analytics bliver \u2018ulovlig\u2019. Vurderingen rammer flere millioner danske hjemmesider.\u00a0<\/span><\/p>

L\u00e6s artiklen fra Datatilsynet her<\/u><\/span><\/a><\/p>

Det er potentielt den st\u00f8rste digitale nyhed vi f\u00e5r i \u00e5r, og det kan v\u00e6re sv\u00e6rt at vide, hvordan du skal forholde dig som dataindsamler.\u00a0\u00a0<\/span><\/p>

Om du er flittig bruger af Analytics eller blot har v\u00e6rkt\u00f8jet opsat, til at se hvordan det st\u00e5r til, vil denne udmelding f\u00e5 betydning for dig. Vi har samlet et overblik til at g\u00f8re dig klogere p\u00e5, hvordan du skal forholde dig til denne nyhed.\u00a0<\/span><\/p>


<\/span>Overblik: Hvad betyder Datatilsynets udtalelse for din dataindsamling?\u00a0<\/span><\/h2>

Datatilsynet har vurderet at man \u201cikke kan bruge v\u00e6rkt\u00f8jet (Google Analytics) i sin nuv\u00e6rende form uden at tr\u00e6ffe yderligere foranstaltninger<\/em>\u201d. <\/span><\/p>

Og hvad betyder det s\u00e5?<\/span><\/p>


<\/span>Handler det blot om at sl\u00e5 nogle indstillinger fra og tilpasse din ops\u00e6tning til de nye krav?\u00a0<\/span><\/p>

S\u00e5 simpelt forholder det sig desv\u00e6rre ikke.\u00a0<\/span><\/p>

Grundl\u00e6ggende ligger problemet i, at alle personoplysninger i Google Analytics bliver sendt videre til USA, hvor de ikke altid bliver beskyttet tilstr\u00e6kkeligt, i forhold til beskyttelsesniveauet inden for EU\/E\u00d8S (kilde: <\/em><\/span>Datatilsynet<\/span><\/a><\/em>) .<\/span><\/p>

Kan jeg s\u00e5 bare \u00e6ndre i de tekniske indstillinger, s\u00e5 de ikke bliver sendt til USA?<\/b>\u00a0<\/span><\/p>

Det er desv\u00e6rre ikke s\u00e5 ligetil. Derfor bliver en lang r\u00e6kke af Google Analytics\u2019 basale indstillinger et problem. Uanset om du bruger Google Analytics 3 eller Google Analytics 4. <\/span>V\u00e6lger du at droppe de forskellige funktioner til tracking som v\u00e6rkt\u00f8jet tilbyder, vil du ikke have noget data at kunne analysere ud fra. Og s\u00e5 er vi lige vidt.<\/span><\/p>

Som hjemmeside ejer skal du derfor have en plan for hvordan du anvender Google Analytics lovligt og respekterer alle lovkrav. Det kan virke noget omfattende, idet der ikke er indbyggede indstillinger du kan justere, s\u00e5 de stemmer overens med europ\u00e6isk GDPR lovgivning.<\/span><\/p>

Det\u00a0 er vigtigt at du sl\u00e5r koldt vand i blodet. Datatilsynet har udtalt at det ikke er noget de vil reagere p\u00e5 i \u00e5r, s\u00e5 der lander ikke b\u00f8der i din postkasse i morgen. Idet at flere millioner hjemmesider er ramt (l\u00e6s: alle der bruger Analytics i dag) vil der v\u00e6re god tid til at l\u00e6gge en slagplan for at g\u00f8re din Google Analytics GDPR venlig. Samtidig forventes der ogs\u00e5 udvikling i sagen fra b\u00e5de myndighedernes og Googles side.<\/span><\/p><\/blockquote>

N\u00e5r et samtykke til cookies ikke er godt nok<\/span><\/h2>

Men, Elisabeth, giver vores bes\u00f8gende ikke netop tilladelse til at vi m\u00e5 opbevare deres personlige oplysninger til statistik, n\u00e5r de giver deres samtykke til cookies p\u00e5 hjemmesiden?<\/span><\/i><\/p>

<\/i>
<\/span>S\u00e5dan har det v\u00e6ret hidtil, jo, men n\u00e5r et v\u00e6rkt\u00f8j meldes \u2018ulovligt\u2019 er det blevet vurderet, at den m\u00e5de der indsamles data til statistik ikke lever op til retningslinjerne omkring lovlig dataindsamling.<\/span>
<\/span>
<\/span>Tidligere i \u00e5r har vi h\u00f8rt om lignende sager, hvor v\u00e6rkt\u00f8jer som Klaviyo, Mailchimp mv. ikke overholder dataopbevaring i forhold til Europ\u00e6isk GDPR lovgivning. Vi vil j\u00e6vnligt h\u00f8re om disse sager, idet at der er tale om Amerikanske v\u00e6rkt\u00f8jer, som opererer ud fra amerikansk lovgivning. Derfor er der af og til ikke taget h\u00f8jde for europ\u00e6isk lovgivning, idet at det blot er software, som vi danskere k\u00f8ber adgang til fra et amerikansk firma. <\/span><\/p>

Det er komplekse reglementer, og for det amerikanske firma vil det koste en r\u00e6kke GDPR advokater at f\u00e5 styr p\u00e5 det. I mellemtiden kan vi g\u00f8re vores for at have en ren dataindsamling og – opbevaring.<\/span><\/p>

Hvordan bruger jeg Google Analytics p\u00e5 lovlig vis?\u00a0<\/span><\/h2>

Men – kan jeg s\u00e5 slet ikke bruge Google Analytics mere? <\/span><\/p>

Ro p\u00e5. Selvf\u00f8lgelig er der en l\u00f8sning. Den kan virke kompleks, men den er der. Det er vigtigt at bide m\u00e6rke i, at Datatilsynet ikke vil banke p\u00e5 d\u00f8ren fra i morgen, og at der vil v\u00e6re tid til at finde en l\u00f8sning.<\/span><\/p>

Datatilsynet l\u00e6gger op til 2 l\u00f8sninger p\u00e5 problemet:\u00a0<\/strong><\/p>

1: <\/b>S\u00e6t Google Analytics op, s\u00e5 der ikke overf\u00f8res personf\u00f8lsomme data
til Googles\u2019 servere i USA<\/span><\/p>

2: <\/b>V\u00e6lg et andet analysev\u00e6rkt\u00f8j til at indsamle data<\/span><\/p>

Server Site Tracking og Pseudo anonymisering
<\/span><\/h3>

Hvis vi tager udgangspunkt i den f\u00f8rste l\u00f8sning, handler det rent teknisk om at s\u00e6tte Server Site Tracking op samt pseudo anonymisering. <\/span><\/p>

Det betyder p\u00e5 godt jysk at du anonymiserer den data du samler op, s\u00e5 den ikke kan spores tilbage til en fysisk person. Heller ikke ved at koble data sammen.\u00a0<\/span><\/p>

Fra et marketingperspektiv vil det dog v\u00e6re problematisk at s\u00e6tte Pseudonymisering op. Det skyldes at disse tiltag g\u00f8r det umuligt at lave remarketing kampagner samt spore hvilke kampagner de bes\u00f8gende stammer fra.\u00a0<\/span><\/p>

Alternativer til Google Analytics<\/h3>

Det kan v\u00e6re fristende at droppe det problematiske og finde et andet analysev\u00e6rkt\u00f8j, for at f\u00f8le sig p\u00e5 den sikre side. Her skal du dog v\u00e6re obs p\u00e5 om du f\u00e5r den samme valide data omkring din trafik og kampagner. <\/span><\/p>

Samtidig b\u00f8r du s\u00e6tte tid af til at f\u00e5 sat den samme tracking op og v\u00e6re sikker p\u00e5 at du ikke g\u00e5r glip af v\u00e6rdifuld data.\u00a0<\/span><\/p>

Vores bedste anbefaling er at tage den med ro og se tiden an<\/span>. <\/span>Det skal understreges at den endelige beslutning omkring Google Analytics ikke er truffet endnu, og at myndighederne vil v\u00e6re i forhandlinger indtil slutningen af 2022. Kommer den rette aftale p\u00e5 plads, vil Google Analytics kunne g\u00f8res helt lovlig igen.\u00a0<\/span><\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Du har m\u00e5ske, m\u00e5ske ikke, h\u00f8rt om Datatilsynets seneste udmelding per d. 21\/09 2022: Google Analytics bliver \u2018ulovlig\u2019. Vurderingen rammer flere millioner danske hjemmesider.\u00a0 L\u00e6s artiklen fra Datatilsynet her Det er potentielt den st\u00f8rste digitale nyhed vi f\u00e5r i \u00e5r, og det kan v\u00e6re sv\u00e6rt at vide, hvordan du skal forholde dig som dataindsamler.\u00a0\u00a0 Om […]<\/p>\n","protected":false},"author":6,"featured_media":6433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[46],"tags":[],"class_list":["post-6402","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"\nGoogle Analytics bliver 'ulovlig' - her er hvad du skal vide<\/title>\n<meta name=\"description\" content=\"Datatilsynet har udmeldt at du ikke l\u00e6ngere kan bruge Google Analytics i sin nuv\u00e6rende form. 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