E-commerce
October 1, 2026
Wondering how to configure Google Analytics to be GDPR compliant? The answer lies in two actions: limiting the retention period of individual data and accepting the data processing agreement offered by Google. These settings protect your European visitors and prevent you from receiving sanctions.
The GDPR applies to any public website, even outside the European Union, as long as it receives visitors from the EU. For an e-commerce merchant, neglecting these parameters exposes you to legal risks and a loss of trust. The good news: Google Analytics integrates simple options to activate.
So how do you configure Google Analytics to be GDPR compliant? On the agenda:
Why does the GDPR concern your online store?
What data retention period should you choose?
How to accept the data processing agreement?
What best practices should be adopted for collection?
How does Qstomy help reconcile compliance and conversion?
Let's go.
Summary
Why does the GDPR affect your e-commerce store?
The General Data Protection Regulation (GDPR) applies to any public website, even if your business is based outside of Europe. As soon as a visitor from the European Union lands on your store, you are concerned. This is a reality that many merchants underestimate.
Concretely, Google Analytics collects personal data: IP address, cookie identifiers, browsing behavior. This information is subject to the GDPR. Failure to protect it can result in fines of up to 4% of global annual turnover.
For an e-merchant, compliance is not an option. It protects your customers and your reputation. Fortunately, Google has integrated dedicated settings into Analytics. Activating them is quick and requires no advanced technical skills.
Furthermore, GDPR compliance reinforces your customers' trust. A visitor who knows that their data is protected is more likely to complete a purchase. By clearly displaying your commitment, you differentiate yourself from less scrupulous competitors. Compliance then becomes a marketing asset, not a constraint.
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What retention period should be chosen for the data?
In Google Analytics, go to Admin, then Tracking Info, and then Data Retention. You will find several options there: 14 months, 26 months, 38 months, 50 months, or "Do not automatically expire".
The recommendation is clear: choose 14 months, the shortest duration. This means that an individual user's data will be deleted 14 months after their first session. This is the most GDPR-compliant choice.
This duration does not block the analysis of your performance. Aggregated data, such as the number of sessions or page views, remains available. You keep a clear view of your traffic without unnecessarily retaining personal data.
Why 14 months and not more? Because the GDPR prioritizes data minimization. The shorter the duration, the less exposed you are in the event of a leak. In addition, 14-month traffic trends are sufficient for most marketing decisions. You can always adjust if your needs evolve.
Should the "Reset on new activity" option be disabled?
The "Reset on new activity" option extends the retention period with each new visit. If you leave it enabled, a user who returns regularly will have their data kept indefinitely. For maximum compliance, disable it.
By disabling it, the 14-month period runs from the first session, without extension. This is a stricter choice, but it demonstrates your commitment to protecting privacy. Your European visitors will appreciate this transparency.
This option is simple to modify: uncheck the box in the retention settings. Remember to save after the change. Your store remains high-performing, but your data is better protected.
Some merchants hesitate to disable this option, fearing they will lose data on loyal customers. But rest assured: aggregated data, such as the number of returns or conversion rate, remains intact. You only lose individual identification, which is precisely the goal of the GDPR.
Is aggregate data affected by these settings?
No, retention settings do not affect aggregated data. Google Analytics keeps your overall statistics, sessions, page views, bounce rate, for 25 months for standard accounts, and 37 months for premium accounts. This data is not personal.
This means you can analyze traffic trends over the long term without compromising privacy. Your marketing reports remain complete, even after individual data is deleted.
In practice, you only lose the ability to identify a specific user after 14 months. For an e-commerce merchant, this is an acceptable compromise: the majority of decisions are made based on recent data.
For example, you can still see that traffic increased by 20% on a product page, but you won't know who visited that page. This is enough to optimize your campaigns. And if you need more detailed data, you can always use measurement tools with explicit consent.
How to accept the data processing agreement?
Google Analytics offers a specific data processing agreement for the GDPR. All site owners must accept it. To do this, go to Admin, then Account Settings, and scroll to the bottom.
Click on "Review Amendment" to read the terms, then accept. Next, manage the DPA (Data Processing Agreement) details by providing your organization's contact information. This information is necessary to formalize the agreement.
This step is crucial: without a signed agreement, you have no legal basis to process data via Google Analytics. Take five minutes to complete it; it is an investment in your compliance.
The processing agreement is a legal document that defines the responsibilities of each party. By signing it, you acknowledge that Google acts as a data processor and that you are the data controller. It is a mutual protection: Google commits to complying with the GDPR, and you commit to using the data lawfully.
What is the merchant's role in data processing?
The GDPR places the merchant as the data controller. Even if Google stores the data, it is you who decides to collect it. You must therefore guarantee that every piece of data is justified and protected.
The era of capturing everything without thinking is over. Every cookie, every identifier must have a clear purpose. For an e-commerce store, this means auditing your analysis and marketing tools.
Starting with the settings of Google Analytics is an excellent first step. But think also of your other tools: advertising, emailing, parcel tracking. Compliance is a global process, not a one-off action.
To help you, draw up a list of all the tools that collect data on your site. For each one, ask yourself: what data does it collect? Why? How long does it keep it? This mapping will allow you to identify weak points and prioritize your actions.
What are the risks in the event of non-compliance?
Sanctions can be heavy: fines of up to 20 million euros or 4% of global annual turnover. For a small e-merchant, this can mean bankruptcy. But the risk is not only financial.
Reputation is at stake. European consumers are increasingly sensitive to data protection. Mismanagement can lead to a loss of trust and a decrease in sales.
By configuring Google Analytics correctly, you reduce these risks. You show your customers that you take their privacy seriously. This is a competitive advantage in a saturated market.
Furthermore, GDPR compliance can improve your brand image. Customers are willing to pay more for companies that respect their privacy. By communicating your efforts, you attract a more loyal and engaged customer base.
How to verify that your settings are compliant?
After modifying the settings, perform a quick check. In Google Analytics, go back to Data Retention and confirm that "14 months" is selected and that "Reset on new activity" is disabled.
Also check the processing agreement: in Account Settings, ensure that the amendment is accepted and that the contact details are complete. Any doubts? Consult Google's documentation on data retention.
For full compliance, remember to inform your visitors via a clear privacy policy. Explain what data you collect and why. Transparency is a requirement of the GDPR.
Don't forget to update your privacy policy with each change of settings. And if you use cookies, make sure you have a compliant consent banner. These elements are just as important as the technical settings.
What is the impact on your Google Shopping campaigns?
The GDPR influences your advertising campaigns, particularly Google Shopping. Targeting data is limited, which can reduce the accuracy of your audiences. However, strict compliance improves click quality and trust.
Google Shopping ads remain effective if you measure conversions correctly. With aggregated data, you can still analyze ROI and adjust your bids. Compliance is not a barrier to performance.
To learn more, consult our guide on the effectiveness of Google Shopping ads. There, you will find tips to combine GDPR compliance with advertising profitability.
In practice, you can still use lookalike audiences based on aggregated data, without identifying individual users. This allows you to reach relevant prospects while respecting privacy. The key is to find the right balance.
What is the link between GDPR and SEO?
The GDPR is not just about user data; it also impacts your SEO. A compliant site is more trustworthy in Google's eyes, which can improve your ranking. Loading speed and security (SSL) are key factors.
Ensure your site uses HTTPS, a trust signal for both visitors and search engines. A clear and accessible privacy policy reinforces your credibility.
To optimize your online presence, combine GDPR compliance with SEO best practices. Our guide on Google optimization provides you with concrete steps to achieve this.
Additionally, a compliant site is often faster because it loads fewer tracking scripts. Loading speed is an important ranking factor. By reducing cookies and trackers, you improve the user experience and your SEO.
How does Qstomy help reconcile compliance and conversion?
Qstomy, the Shopify AI agent, helps you convert traffic into sales without compromising on compliance. By analyzing customer conversations, Qstomy identifies purchase intent and recommends relevant products, without collecting more data than necessary.
With Qstomy, you can personalize the shopping experience while respecting GDPR. The tool uses aggregated and anonymized data to guide your customers to the right product, thereby improving average order value and satisfaction.
Additionally, Qstomy manages parcel tracking and after-sales service, reducing repetitive inquiries. You save time and build customer loyalty, all while remaining within the legal framework. Discover how Qstomy can boost your e-commerce.
Qstomy is designed to minimize the collection of personal data. It only stores the information necessary for the conversation and deletes it after processing. This allows you to offer a personalized service without violating GDPR.
Checklist and FAQ
Compliance Checklist
Retention Period: Select 14 months in Google Analytics.
Reset: Disable "Reset on new activity".
Data Processing Amendment: Accept the amendment and complete the contact details.
Privacy Policy: Update your dedicated page.
Tools Audit: Check other data collection services.
In Brief
Configuring Google Analytics for GDPR is fast and essential. Choose 14 months, disable the reset, and accept the processing amendment. These actions protect your customers and your business.
FAQ
Can I use Google Analytics without accepting the amendment? No, the amendment is mandatory for processing European data.
Are aggregated data affected? No, only individual data are limited.
What if I have visitors outside the EU? GDPR applies as soon as a visitor is in the EU, regardless of your location.
To go further: Are Google Shopping ads effective? ROI, limits and measurement - Qstomy, E-commerce conversation analysis: understanding real customer questions - Qstomy, E-commerce SEO strategy for category pages - Qstomy, Google Analytics for marketing: ads, traffic and performance (GA4) - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, How does SEO work for e-commerce sites? - Qstomy, How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy.
Enzo
October 1, 2026
