Nothing is changing about your current settings or how your information is processed. Rather, we've improved the way we describe our practices and how we explain the options you have to update, manage, export, and delete your data.
We're making these updates as new data protection regulations come into effect in the European Union, and we're taking the opportunity to make improvements for Google users around the world.
Simpler structure & clearer language
We've improved the navigation and organization of the policy to make it easier to find what you're looking for. We've also explained our practices in more detail and with clearer language.
New descriptive videos & illustrations
Often a visual description is easier to understand than text alone, so we've added short videos and illustrations throughout the policy.
Embedded privacy controls
We've made it easier to jump to key settings directly from the policy, helping you make choices about your privacy.
The revised policy is available here and will take effect on May 25, 2018.
Improving your privacy controls
Within the past year, we updated My Activity so that you can better access and manage the data in your Google Account. We also launched a redesigned Dashboard, which allows you to easily see an overview of products you're using and your data associated with them.
This month, we've updated our Privacy Checkup with new illustrations and examples to help you make more informed choices about your key privacy controls. And since we understand that your preferences may change over time, the new Privacy Checkup enables you to sign up for regular reminders to check your privacy settings.
To learn more about these and other controls to manage your privacy, visit your Google Account.
We recently sent an email introducing new data retention controls that allow you to manage how long your user and event data are stored by Google Analytics. We would like to remind you that the new data retention settings will soon take effect - on May 25, 2018.
If you haven't already done so, please review and confirm these settings (Property ➝ Tracking Info ➝ Data Retention) as Google Analytics will begin to delete data according to these settings starting May 25.
Impact of this setting as of May 25 is the following:
Any user and event data that is older than your retention setting will be marked for permanent deletion, and will no longer be accessible in Google Analytics.
Deletion will affect the use of segmentation, some custom reports and secondary dimensions when applied in date ranges older than your retention setting.
Reports based on aggregated data will not be affected.