What is Google Analytics?
Google Analytics is a website analytics platform that helps businesses understand how visitors find and interact with their websites.
It can provide valuable insights into website traffic, popular pages, visitor behavior, conversions, and marketing performance. Organizations use this information to improve user experience, measure business goals, and make informed marketing decisions.
Google Analytics is one of the most widely used analytics tools in the world.
What information does Google Analytics collect?
Depending on how it's configured, Google Analytics may collect information such as:
• Pages viewed
• Time spent on a website
• Device and browser information
• Approximate geographic location
• Referral sources
• Website interactions and events
• Anonymous or pseudonymous identifiers used to recognize returning visitors
While Google Analytics is designed to help businesses understand website performance, the information it collects may be subject to privacy laws depending on how the platform is configured and where your visitors are located.
Does Google Analytics require visitor consent?
It depends.
Whether visitor consent is required depends on several factors, including:
• The privacy laws that apply to your business.
• Where your website visitors are located.
• How Google Analytics is configured.
• Whether personal information is collected or shared before consent is obtained.
Many organizations use a Consent Management Platform (CMP) together with Google Consent Mode to help manage visitor consent and control when Google Analytics begins collecting data.
What is Google Consent Mode?
Google Consent Mode allows Google Analytics and other Google services to adjust how they operate based on a visitor's consent preferences.
When integrated with a properly configured Consent Management Platform, Google Consent Mode helps websites respect visitor choices while preserving certain measurement capabilities where appropriate.
Learn more in our Google Consent Mode guide.
Should I remove Google Analytics from my website?
Not necessarily.
Google Analytics remains an important tool for understanding website performance and measuring marketing efforts.
Rather than removing analytics altogether, many organizations evaluate how it's implemented, review applicable privacy requirements, and use consent management tools to better align data collection with visitor preferences.
Related Resources
• Google Consent Mode
• Microsoft UET Consent Mode
• Microsoft Clarity
• California Privacy Laws
• GDPR
What does this mean for your website?
The technologies your website needs depend on your business goals.
Some organizations may only use basic analytics. Others rely on advertising platforms, appointment scheduling, live chat, embedded videos, or customer communication tools.
The key is understanding what each technology does, what information it collects, and how it fits into your overall privacy strategy.
How One Eleven Web Design can help.
We help businesses identify the technologies installed on their websites and implement them responsibly.
Our services include:
• Website technology reviews
• Privacy-focused implementation
• Consent Management Platform (CMP) setup
• Google Consent Mode configuration
• Cookie and tracking technology reviews
• Ongoing website privacy management
We focus on implementing the technology while working alongside your legal or compliance advisors when appropriate.
Need help implementing website technologies?
Whether you're adding analytics, configuring consent tools, reviewing third-party services, or simply trying to understand what's running on your website, we're here to help.
One Eleven Web Design helps businesses evaluate, implement, and manage the technologies that power modern websites—balancing performance, functionality, visitor privacy, and long-term maintainability.
Schedule a Website Technology Review →
Legal notice
One Eleven Web Design helps businesses implement website privacy and accessibility solutions, but we are not a law firm and do not provide legal advice. The information in this Resource Center is provided for general educational purposes only. Because privacy laws, regulations, and court decisions continue to evolve, businesses should consult qualified legal counsel regarding their specific compliance obligations.
