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(Latest update: May 11th 2022)
*Please note that these rulings are based upon “Universal Analytics”, a product which Google is sunsetting in 2023. Google will no longer release any updates to Universal Analytics. However most of what is in the rulings can also be applied to Google Analytics 4.
Important documents and links to read about the Trans-Atlantic Data Privacy Framework (“Privacy Shield 2.0”)
NOYB (The privacy firm that filed the complaints against Google Analytics), and it’s founder Max Schrems, have issued a first reaction to the news of a “Privacy Shield 2.0” which can be read here.
As could be expected, Google reacted quite positively to the news in their most recent blog post.
(Latest update: April 6th 2022)
From what we can gather, Google remains convinced that the measures they offer to Google Analytics customers to protect the data should suffice. This blog post by Russell Ketchum (Head of Product Management for Google Analytics) outlines that stance. This .PDF clearly outlines how Google safeguards international data transfers for it’s advertising and analytics products and specifically responds to the “Schrems II” decision.
For the longer term, it looks like Google is aiming to get to a “Privacy Shield 2.0” situation, which basically means that the geopolitical forces (in this case, the EU and US) will have to decide on a framework that works for both parties. You can read Google’s stance on this in this blog post and Google also refers to this statement from the European Commission issued in March 2021 on the topic.
New: Google’s Reaction to the Trans-Atlantic Data Privacy Framework can be read here.
A list of relevant links and documents that Google is referring to throughout Google Analytics and it’s publications on the topic.