GDPR Analytics Compliance
Meeting GDPR requirements for web analytics: lawful basis for processing, data minimization, purpose limitation, and — if using cookies — valid consent collection before tracking.
GDPR requirements for analytics
The General Data Protection Regulation (GDPR) applies to any processing of personal data of EU residents. For web analytics, the key requirements are:
- —Lawful basis — typically consent (Article 6(1)(a)) for cookie-based tracking, or legitimate interest for non-personal data collection
- —Data minimization — collect only what is necessary for the stated purpose
- —Purpose limitation — use the data only for the declared analytics purpose
- —Storage limitation — define and enforce data retention periods
- —Data subject rights — facilitate access, rectification, erasure requests
The ePrivacy layer
Beyond GDPR, the ePrivacy Directive (Article 5(3)) requires consent before accessing or storing information on a user’s device — which includes setting cookies. This is why consent management platforms are required for cookie-based analytics.
Compliance by architecture
Cookieless analytics approaches compliance differently. By collecting no personal data and storing nothing on the visitor’s device, the consent requirement under ePrivacy does not apply, and GDPR obligations are minimal. This is consistent with guidance from CNIL (France), DSK (Germany), and other EU data protection authorities on audience measurement exemptions.
Learn more: Security & Privacy Architecture · SealMetrics for DPOs