is it against google analytic's terms of service to send data to google to identify visitors?

Question

i'm using google event tracking on our website, and would like to send the email address used in our newsletter subscription form in the event tracking call so I can see what events visitors have completed on our site.

Is this allowed by google's terms of service? I remember reading somewhere that this is not allowed, but can't find the reference anymore.

If it is against google's TOS, should I store some unique key for the email address on our server instead and then send this key in the event tracker?

thanks!

Answer 1

This is absolutely restricted by their terms of service. You cannot store any personally identifiable information. Even storing a unique key is generally seen as violating this rule.

7. PRIVACY . You will not (and will not allow any third party to) use

the Service to track or collect personally identifiable information of Internet users, nor will You (or will You allow any third party to) associate any data gathered from Your website(s) (or such third parties' website(s)) with any personally identifying information from any source as part of Your use (or such third parties' use) of the Service. You will have and abide by an appropriate privacy policy and will comply with all applicable laws relating to the collection of information from visitors to Your websites. You must post a privacy policy and that policy must provide notice of your use of a cookie that collects anonymous traffic data.

This isn't legal advice, but, on its face, what you're describing is not allowed. What that means for you is between you and your lawyers.